January 2012 Dave Chapeskie, R.P.F. Executive Director Chair, Maple Grades and Nomenclature Committee International Maple Syrup Institute

World Production of Pure Maple Syrup (2009)  Capital Investment … $3.5 billion (excluding land)  CANADIAN PRODUCTION 50 million taps 9.08 million gallons (10.9 US gallons) Value :$353 million (Canada) $304.9 million (Quebec)  UNITED STATES PRODUCTION 8.65 million taps 2.33 million US gallons Value:$77.5 million

Total Canadian production of maple products, expressed as maple syrup: 4,889,000 gallons in ,080,000 gallons in ,182,000 gallons in 2010

 Background  Benefits  Proposal for Standard Maple Grades and Nomenclature  Implementation Plan  Summary

 Dave Chapeskie, Executive Director, IMSI (Chairman)  John Henderson, Consultant  Jerry Kless, Sales and Marketing Director, Citadelle  Ray Bonenberg, President, Ontario Maple Syrup Producers Association  Bernard Perrault, Director, Federation of Quebec Maple Producers  Arnold Coombs, Representative, Vermont Maple Industry Council  Henry Marckres, Supervisor, Vermont Agency of Agriculture, Food and Markets  Randy Heiligmann, Retired, Professor Emeritus, Ohio State University  Eric Prud’Homme, Principle Program Officer, Maple, Canadian Food Inspection Agency  Chere Shorter, Assistant Head, Inspection and Standardization Section, United States Department of Agriculture

YearActivity 2002IMSI Maple Grades Review Initiated Committee Recommendations for Standardized Grades Developed Standardized Grades Accepted in Principle by IMSI Board of Directors (Oct 2005) Sensory Evaluation and Consumer Research Sponsored by IMSI and Completed 2009Committee Recommendations Revised and Tabled with IMSI Board of Directors (Feb) IMSI Board of Directors Selected a Preferred Option for Standardized Maple Grades (Aug) Proposal for Standardized Grades Distributed to IMSI Members/NAMSC Delegates (Sept) IMSI Board of Directors Approved Standardized Grades and Nomenclature Proposal for Implementation (Oct) Develop and Transfer Awareness and Educational Materials (Nov 2009 – Ongoing) IMSI Consulted Further with Maple Stakeholders (Nov 2009 – Oct 2010) 2010IMSI Board of Directors Re-affirmed Support for the Standardized International Grades Proposal (Feb) 2011Preparation and Distribution of Regulatory Submission (Feb – Oct) Planning for and Implementation of Market Trial Exposure (Feb 2011 – Ongoing) Monitoring Regulatory Submission (2011 – Ongoing)

 World standard definition and uniform grading system for pure maple syrup  Facilitates trade in North American and World Markets  Consumers will benefit from producers and packers placing greater emphasis on taste and keeping off-flavoured and otherwise defective syrups out of the retail marketplace  Removal of U.S. Grade B, Commercial designations and Canada No. 2 & 3 designations which imply lower quality syrup (many consumers and ingredient users prefer these syrups)  Both colour and taste descriptors on the label to assist consumers and ingredient users in purchasing syrup in accordance with their preferences  Facilitates communication and understanding regarding the uniqueness of pure maple syrup among consumers and ingredient users

Important Aspects of the Proposed Grades and Classification System for Maple Syrup  Design of proposal is consistent with consumer research findings  Revised light transmittance classes for retail syrup  Grade A maple syrup (4 classes) for retail sale (consumer/user preference emphasized)  Processing grade not for retail sale (includes off-flavoured syrup)  Taste descriptor to assist consumer and ingredient user with their selection and use of syrup  Not intended to restrict the use of “marketing descriptors”  Implementation of Standard Grades subject to regulatory approvals in the United States and Canada

Definition:  Produced exclusively by the concentration of maple sap or by the solution or dilution of a pure maple product other than maple sap in potable water  Minimum soluble solids of 66%  Maximum soluble solids of 68.9%

 Comply with federal and state/provincial standards for contaminants  Comply with other federal and state/provincial regulations and policy directives (e.g. labelling, standard containers, establishment registration)  Proper determination of grade and colour class  Traceable to batch (daily production)

 Uniform in colour  Intensity of flavour (taste) normally associated with the colour class  Free from objectionable odours and off-flavours  Free from turbidity and sediment

Classification of Different Food Products Pure Maple SyrupRed TeaCheddar CheeseHamburger Golden Delicate Da Ye Pu Er Brownish Red Sweet & Mellow MildExtra Lean Amber Rich Gong Ting Pu Er Bright Red Mellow & Harmonious MediumLean Dark Robust Liu Bao San Cha Dark Red Mild Sweet & Refreshing Old (Strong)Medium Very Dark Strong Yung Jian Pu Er Brownish Yellow Strong & Harmonious Very Old (Stronger) Regular Hunan Red Tea Brownish Red Strong & Thick

Light Transmittance (Tc) USDA MaineCanada 100 Tc 0 Tc U.S. Grade A Light Amber (>75.0%) Grade A Light Amber (>75.0%) Canada No. 1 Extra Light (>75.0%) U.S. Grade A Medium Amber ( %) Grade A Medium Amber ( %) Canada No. 1 Light ( %) U.S. Grade A Dark Amber ( %) Grade A Dark Amber ( %) Canada No. 1 Medium ( %) U.S. Grade B for Reprocessing ( %) Grade A Extra Dark Amber ( %) Canada No. 2 Amber ( %) U.S. Grade B for Reprocessing (<27.0%) Commercial Grade (<27.0%) Canada No. 3 Dark (<27.0%) Fails Other Grade Requirements Due to Unacceptable Density, Color or Flavor Substandard IMSI Proposed Standard Grade A Golden Delicate Taste (>75.0% Tc) Grade A Amber Rich Taste (50.0 – 74.9%Tc) Grade A Dark Robust Taste (25.0 – 49.9%Tc) Grade A Very Dark Strong Taste (<25.0%Tc) Processing Grade Any colour class Any off-flavoured syrup

Golden Colour and Delicate Taste Pure maple syrup in this class has a light to more pronounced golden colour and a delicate or mild taste. It is the product of choice for consumers preferring a lighter coloured maple syrup with a delicate or mild taste. Light transmittance not less than 75% Tc.

Amber Colour and Rich Taste Pure maple syrup in this class has a light amber colour and a rich or full- bodied taste. It is the product of choice for consumers preferring a full-body tasting syrup of medium taste intensity. Light transmittance % Tc.

Dark Colour and Robust Taste Pure maple syrup in this class has a dark colour and a more robust or stronger taste than syrup in lighter colour classes. It is the product of choice for consumers preferring a dark coloured syrup with substantial or robust taste. Light transmittance % Tc.

Very Dark Colour and Strong Taste Pure maple syrup in this class has a very strong taste. It is generally recommended for cooking purposes but some consumers may prefer it for table use. Light transmittance less than 25% Tc.

 Any light transmittance  May be any colour class  May contain off-flavours (i.e. caramel, woody, buddy, burnt, etc.)  May be very strong tasting syrup  Packed in containers of 20 litres (5 gallons) or larger  Cannot be sold at retail  May be used in food processing and non-food uses

United States Producer/Packer Batch # Canada Producer/Packer Batch #

Classification and Grading of Pure Maple Syrup

Quality Assurance Pillars and Lines of Defense for Pure Maple Syrup  Informed Maple Producers and Packers  Market Forces (Consumers and Ingredient User Feedback)  Batch Coding (Traceability)  Awareness and Education  Monitoring and Regulatory Compliance Need to Maintain Integrity of Pure Maple Syrup!!  Pure Maple Product (Source, Brix Range, etc.)  Avoid Off-Flavours  Avoid Contaminants  Monitor for Adulteration

 Distribution of Regulatory Submission  Contact/Liaison Listing  Letters of Support  Monitoring  Timing of Implementation

Primary Objective: to provide consumer and producer/packer feedback to assist communications and full implementation

 Awareness/Education Exhibit  Awareness/Education Exhibit Including Taste Evaluation (Staffed)  Maple Producer Adoption of Proposed IMSI Standardized Grades Note: both maple producer and consumer feedback is documented (i.e. consumer survey)

 Provide Awareness and Educational Materials (Posters, Cards, etc.)  Provide Temporary Colour Classification Kits  Provide Consumer Questionnaire  Summarize and Analyze Feedback and Consumer Questionnaires (Marketing Consultant)  Provide Advisory Assistance as Required

 Decide on maple producer participant(s) for 2012 Role of Participants:  Designate a project manager/coordinator  Decide on portion of retail sales (all or portion) to be classified in accordance to IMSI standard  Provide consumers with information regarding the new classification and grading system  Provide consumers with access to online or hard-copy survey  Producers may provide incentive for completing survey  Summarize observations and suggestions based on their participation

 Continued awareness and education activities with maple industry stakeholders  Preparation of education package including posters and other materials

 Regulatory Submission finalized and sent out to regulatory authorities (September 2011)  Operational market trials initiated and ongoing  Assessment and Development/ Adaptation of standard colour classification kits

 Background  Benefits  Proposal for Standard Grades and Nomenclature  Communications  Implementation Plan

French Language Contact: Yvon Poitras Directeur Général/General Manager, Association Acéricole du N.B Regent Street, Fredericton, New Brunswick, E3C 2G6 Telephone: Fax: English Language Contacts: Dave Chapeskie, R.P.F. Executive Director, International Maple Syrup Institute, 5072 Rock St, RR#4, Spencerville, Ontario, K0E 1X0 Telephone: Fax: Henry J. Marckres, Chief, Consumer Protection, Vermont Agency of Agriculture, Food & Markets 116 State St., Montpelier, Vermont Telephone: Fax: