january 2012 dave chapeskie, r.p.f. executive director chair, maple grades and nomenclature...

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 PRODUCTION8.65 million taps2.33 million US gallonsValue: $77.5 million

Total Canadian production of maple products, expressed as maple syrup: 4,889,000 gallons in 2008 9,080,000 gallons in 2009 7,182,000 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

Year Activity

2002 IMSI Maple Grades Review Initiated

2004-2005 Committee Recommendations for Standardized Grades Developed

Standardized Grades Accepted in Principle by IMSI Board of Directors (Oct 2005)

2006-2008 Sensory Evaluation and Consumer Research Sponsored by IMSI and Completed

2009 Committee 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)

2009-2010 IMSI Consulted Further with Maple Stakeholders (Nov 2009 – Oct 2010)

2010 IMSI Board of Directors Re-affirmed Support for the Standardized International Grades Proposal (Feb)

2011 Preparation 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

Golden Colour and Delicate Taste

Light transmittance not less than 75.0% Tc

Amber Colour and Rich Taste

Light transmittance 50.0-74.9% Tc

Dark Colour and Robust Taste

Light transmittance 25.0-49.9% Tc

Very Dark Colour and Strong Taste

Light transmittance less than 25.0% Tc

Classification of Different Food ProductsPure Maple Syrup Red Tea Cheddar Cheese Hamburger

GoldenDelicate

Da Ye Pu Er

Brownish RedSweet & Mellow

Mild Extra Lean

AmberRich

Gong Ting Pu Er

Bright RedMellow & Harmonious

Medium Lean

DarkRobust

Liu Bao San Cha

Dark RedMild Sweet & Refreshing

Old (Strong) Medium

Very DarkStrong

Yung Jian Pu Er

Brownish YellowStrong & Harmonious

Very Old (Stronger) Regular

Hunan Red Tea

Brownish RedStrong & Thick

Light Transmittance

(Tc)USDA Maine Canada

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

(60.5-74.9%)

Grade A Medium Amber

(60.5-74.9%)

Canada No. 1 Light

(60.5-74.9%)U.S. Grade A Dark Amber (44.0-60.4%)

Grade A Dark Amber (44.0-60.4%)

Canada No. 1 Medium

(44.0-60.4%)

U.S. Grade B for Reprocessing (27.0-43.9%)

Grade A Extra Dark Amber

(27.0-43.9%)

Canada No. 2 Amber

(27.0-43.9%)

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 Substandard

IMSIProposed 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 50.0-74.9% 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 25.0-49.9% 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

Product Descriptor to Appear on Label Grade A Processing Grade

Pure Maple Syrup ■ ■ Grade Name ■ ■ Product Origin: Country of Origin or Province/State

■ ■

Producer Contact Information/Packer Identification

■ ■

Batch Code ■ ■ Intensity of Flavour (Taste) ■

Colour Class ■

For Food Processing ■

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 SyrupInformed Maple Producers and Packers Market Forces (Consumers and Ingredient User Feedback)Batch Coding (Traceability) Awareness and EducationMonitoring and Regulatory Compliance

Need to Maintain Integrity of Pure Maple Syrup!!Pure Maple Product (Source, Brix Range, etc.) Avoid Off-Flavours Avoid ContaminantsMonitor 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 2012Role 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

Activity Months 2009 J F M A M J J A S O N D

Consult Maple Industry Stakeholders, prepare draft proposal & discuss proposal in IMSI -NAMSC Annual Meeting Forum

Endorse Implementation of Standardized International Maple Grades and Nomenclature Finalize Maple Grades Proposal and Distribute to IMSI Members for Comment

2010 J F M A M J J A S O N D Development and Distribution of Awareness and Educational Materials (cards, posters, powerpoint, etc.) Continue Awareness and Education of Maple Industry Stakeholders (Producers, Packers, Retailers, etc.) Prepare for Implementation of Trial Markets in Canada, US and Overseas (incl. Call for Participants, Test Program, Grading Kits, etc.) Develop and Finalize Design Outline for Regulatory Report Submission

Develop and Finalize Regulatory Submission 2011 J F M A M J J A S O N D

Continue Awareness and Education of Maple Industry Stakeholders (Producers, Packers, Retailers, etc.) Prepare for Implementation of Trial Markets in Canada, US and Overseas (incl. Call for Participants, Test Program, Grading Kits, etc.) Implement and Evaluate Trial Markets

Develop and Finalize Regulatory Submission Determination of Standard Grading Kit Requirements

2012 J F M A M J J A S O N D

Approval(s) of Regulatory Submission Continue Awareness and Education of Maple Industry Stakeholders (Producers, Packers, Retailers, etc.)

Implement and Evaluate Trial Markets

Commercial Development of Standard Grading Kits 2013 J F M A M J J A S O N D

Implementation of New Standard Grading System (subject to commercialization and distribution of grading kits and regulatory approval) Continue Awareness and Education of Maple Industry Stakeholders (Producers, Packers, Retailers, etc.)

2014 J F M A M J J A S O N D Continue Awareness and Education of Maple Industry Stakeholders (Producers, Packers, Retailers, etc.)

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.1350 Regent Street, Fredericton, New Brunswick, E3C 2G6Telephone: 506-458-8889 Fax: 506-454-0652 E-mail: yrp@nb.aibn.com

English Language Contacts: Dave Chapeskie, R.P.F.Executive Director, International Maple Syrup Institute,5072 Rock St, RR#4, Spencerville, Ontario, K0E 1X0Telephone: 613-658-2329 Fax: 877-683-7241 E-mail: agrofor@ripnet.com

Henry J. Marckres, Chief, Consumer Protection, Vermont Agency of Agriculture, Food & Markets116 State St., Montpelier, Vermont 05620-2901Telephone: 802-828-3458 Fax: 802-828-5983E-mail: henry.marckres@state.vt.us