Since 2004, Québec Maple Syrup Producers (QMSP) has invested in promotion, innovation, and market development to increase the national and international profile, understanding, and sales of maple products from Québec and the rest of Canada.
PROMOTIONS IN QUÉBEC
In Québec, promotional activities target three kinds of consumers: foodies, people with active lifestyles, and those concerned with health and wellness.
Maple from Québec has the distinction of being the official energy source of the province’s cycling body, the Fédération québécoise des sports cyclistes. Québec maple syrup is the athlete’s ideal source of energy because it provides simple carbohydrates that easily convert into glucose and acts as fuel during exertion. Maple producers are proud to be represented by professional cyclists Antoine Duchesne and Hugo Houle who, as maple ambassadors, spread the word to other athletes.
QMSP partners with 11 culinary ambassadors as well. These bakers, chefs, chocolate makers, and pastry chefs are well-known and respected in their fields of expertise. They use maple products in the kitchen all the time and make it a mission to showcase their unique taste and gastronomic possibilities to all of us who love food.
Québec maple producers can also count on nutritionists Mélanie Olivier and Stéphanie Côté to reveal the deeper secrets of maple: its health benefits. They also concoct foods and beverages that are as nutritious as they are delicious and explain how they contribute to a healthy lifestyle.
Find out more at maplefromquebec.ca
Teaching Children about Maple
Maple producers want to pass their passion to the next generation. For several years, they’ve been going out to elementary schools with their “À la découverte de l’érable” program. It’s a 45-minute workshop that explores maple’s long and interesting history, from the ancient knowledge of the First Nations to the scientific discoveries of today. Kids learn about the process of making maple syrup and even how they can become maple producers themselves. Not only all that… there’s a yummy tasting!
QMSP also has a web site just for kids. Siropcool.ca is a fun and educational platform for ages 6 – 11 where they’ll find an encyclopedia of maple, Siropcool’s favourite recipes, and super-smart games. The teacher’s section includes an educational guide and classroom activities all about maple. Siropcool.ca is accessible by desktop/laptop, tablet, or mobile phone.
Québec Maple Syrup Producers proudly supports the Maple from Québec brand and coordinates the international marketing and promotional efforts for Canadian maple products on behalf of Canada’s maple industry.