A MUST READ if you care about the Maple industry

[Scribner's Mountain Maple]

By Peter Hirschfeld
Vermont Press Bureau - Published: April 1, 2012

MONTPELIER — Would a “Grade A Fancy” by any other name taste as sweet?

It’s a question that’s poised to set off a heated debate in Montpelier as state officials look to give Vermont’s hallmark agriculture product a marketing facelift.

Legislation already passed in the Vermont Senate would do away with the decades-old maple-syrup grading system that has given rise to terms like “fancy” and “medium amber.”

Instead of selling jugs labeled “Vermont Grade A Fancy,” sugar makers would be required to use the term “Golden Delicate.” “Grade A Medium Amber” would become “Amber Rich.” “Grade A Dark Amber?” How about “Dark Robust” instead. And so-called “Vermont Grade B” would be supplanted by “Very Dark Strong.”

The nomenclature isn’t sitting well with everyone.

“Dark robust? Sounds like coffee for Christ’s sake,” says Ed Merrow, a longtime sugar maker from Danby. “It’s taken me 20 years to teach customers what ‘medium amber’ is. Now I’ve got to start over with this?”

Merrow is among a small but vocal group of maple syrup producers protesting the proposed law, which would set in motion a rule-making process to adopt the new classification system.

Proponents of the legislation say it will unify the grading system across the United States and Canada, and eliminate the consumer confusion caused by the use of different grade names in different states and provinces.

“It’s an international business these days and many companies buying bulk syrup have to compete worldwide,” says Henry Marckres, consumer protection chief and maple specialist at the Agency of Agriculture. “It’s confusing for people, especially for folks in other countries that don’t necessarily understand maple. They ask, why is Canada selling us ‘extra light,’ you’re selling us ‘fancy’ and New York is selling us ‘light?’ It’s all the same grade, but they don’t know that.”

Marckres says the new terminology has the added benefit of including “flavor descriptors” that will make it easier for consumers to know exactly what they’re buying.

The legislation is the culmination of a nine-year process set in motion by the International Maple Syrup Institute, which set up a committee, Marckres says, “to look at the grading system and see if we couldn’t come up with one system the entire maple producing world could use.”

Marckres is a member of that committee and says the new names are the product of intense market research “in several major cities.”

“Overwhelmingly the consumers liked the new system, because it gives them a flavor they can actually understand, like ‘delicate’ or ‘robust,’” Marckres says.

Ken Bushey has been sugaring since 1962 at his family farm in Danby, where he runs a 3,000-tap operation. Bushey says the new name for fancy “is more conducive to apples than maple syrup.”

“Golden Delicate or whatever it is doesn’t at all make me think of maple syrup,” he says.

Anyway, Bushey says, he’s not aware of any grading-related problems that need solving.

“If anything it’s going to be more confusing to the public,” he says. “We went through this the last time they decided they needed to change the grading law and we had nothing but mass confusion out there.”

As the largest maple syrup producer in the country, Bushey says Vermont would foolish to forfeit the brand identity of “Vermont Grade A Fancy.”

“It’s ‘Vermont fancy.’ That means something to people. There’s a value to it,” he says.

Marckres, however, says that while ‘fancy’ may have meaning to Vermonters, it’s arcane culinary terminology in the major metropolitan areas where the state ought to be marketing its market.

The amount of light that passes through a batch of syrup determines what grade it’s assigned; the more light that passes through, the higher the grade.

“If we can level the playing field with this new system, then we’re competing exclusively on our Vermont brand,” Marckres says. “And that’s a marketing competition I know we can win.”

Jacques Couture is chairman of the Vermont Maple Sugar Makers Association, an industry organization of 1,000 or so producers. While the association hasn’t held a formal vote, Couture says the proposed changes have the support of the vast majority of the group.

“This shouldn’t be about what we as producers think is the right name, this should be about what consumers want, because they’re the ones buying it,” says Couture, who runs a 7,500-tap farm in northern Vermont. “And the International Maple Syrup Institute has done a lot of research and study to find out this is what consumers want.”

The legislation passed through the Senate earlier this month almost without notice. But Merrow says the bill would have grabbed more headlines if not for the secretive approach taken by proponents of the law.

Bushey says he didn’t know the Senate was taking the bill up until three days after the floor vote.

“None of us sugar makers get a vote in this. They’re just pushing this through, and that’s almost what bothers me the most about this,” Bushey says.

He and Merrow aim to slow the process down this week, when the House Committee on Agriculture begins hearing testimony on the legislation.

Similar legislation is pending in Maine, New Hampshire and New York, but the eyes of the maple syrup world will be on Vermont. The U.S. Department of Agriculture has agreed to adopt the new classification system only if Vermont takes the lead; most syrup producing states follow USDA rules.

Marckres says rapid growth in the state’s $30 million syrup industry lends urgency to the effort. Fifteen years ago Vermont had 1 million taps, compared to 3.3 million today.

“It’s not just about selling in Vermont anymore,” Marckres says. “This is an international business, and we could really use some international standards.”

[Scribner's Mountain Maple]

I am nobody, certainly nobody in the Maple industry (not yet). But It turns my stomach to read this on many levels. First our politicians trying to sneak one past us. Shocking right. Second that they think our system is broken. I am not saying it is perfect, but certainly not so bad that we scrap it completely. We are talking about the grading system here. I think the word Fancy accurately describes the product. It shows it is the most elegant and gentle of the flavors. If they feel they need to add the word "Delicate" at the end of "Vermont Fancy" then go for it, but to scrap the brand Vermont Fancy, I am floored. Idiots... Then to change Medium and Dark A to Amber Rich and Dark Robust. What planet are we on. B Syrup will become Very Dark Strong. Who is going to want that. I'm down with adding their flavor words at the end of the existing system and using Fancy instead of Light in the US and Canada. That is a compromise and doesn't completely mess us consumers heads.

I think consumers are smart enough to read the 6 word description about what Fancy or Grade A Dark is. I mean in the days of 4G and google, they will figure it out. Retailers offer descriptions of products generally. At least I do and have seen most producers doing the same. Now I do see a need to bring all of the US and Canada onto the same page. I mean Why not use Michigan Fancy, and NY Fancy and Quebec Fancy. Obviously people would know that is the best syrup produced in those states and provinces. And why can't everyone use the medium A, Dark A and B.

Just because someone doesn't know what a real truffle is or how it tastes I don't see anyone changing it's product names to reflect flavor. This is just DUMB, a waste of 9 years of research and tax payer money.

If Vermont is the largest producer in the US why would we change. Wouldn't we request the the others follow our lead. Make sure that they use the same names as we do and that their syrup is at the same level of brix.

Which brings me to an important part of this that the research didn't consider. I am a believer that geography plays a role in the flavor of Syrup. I would guess that Syrup in Western NY is different than what I make in Vermont. Not because of technique, but because of soil. I would guess the level of minerals would be different due to the composition of the soil. I think that other states tap a lot of Red Maples and Vermont is mostly Sugar Maples. Do we really want to loose the only thing that distinguishes our Syrup from WI or MI Syrup. No Disrespect WI and MI, just that Napa Valley makes different wine than the Finger Lakes Region in NY. And it is a fact that Vermont has the most Sugar Maples per acre in the WORLD. 1 of every 4 or something like that.

My fear is that we are about to loose the only thing that distinguishes our product from the rest of the world. I think the wine industry is the best example of how soils impact product. A Cabernet from Napa tastes different that a Cab from NY. The location plays a part in the end product and the demand. And they want to just give that away FOREVER.

[Squaredeal]

If you have a strong opinion about this, you have a chance to testify today in front of the House Ag Committee. They are meeting today at 2:00 at the Statehouse.

[802maple]

I have to be very careful where I tread here but I have to agree. At the Big-E I do alot of promoting of syrup and product and I work with a very diverse group of customers from the very knowledgeable to the ones that have never tasted syrup in their lives. When I get done with them they understand what they are buying or atleast I think they do. I think the new grading system will be very confusing and take away from any advantage that we have or perceive to have.

[red maples]

I am from NH but these grades are already in place for the 2013 season. Its gonna happen.... it basically has happened....it was said in a letter by the IMSI that for VT to keep the "fancy" it would be ill advised. I am for the change, I don't really like the names like "very dark strong" I do like that grade B will become grade A and as NH doesn't have a bottom end for grade B like VT (which I don't understand why?)as long as there no off flavors then it fits in the Grade B catagory which will be the way of the new grading system. I too have been teaching my customers for the last few years about the grades how they work etc. Its probably my #1 question asked!!! and now I have to start all over again. and honestly I can't even sell "fancy" or Grade A light no body wants it anymore. everyone wants Dark and Grade B. The most asked question about light syrup is does it have less sugar and I actually had a woman basically get in an argument with me that she was told light has less sugar so it better for you. Well I said OK how much do you want. some people you just can't reach.

Anyway its the way things happen and it because we are trading so much internationally these days it is a marketing thing and it is nice that we produce a product to ship out to China.

[GeneralStark]

I am in no way a fan of "big government" but just to clarify this is not a policy or bill created by the state of VT. This new grading system has come about through the IMSI, but it takes an act of congress in VT to change the present state grading rules. Other states are waiting to see what VT does while others have adopted it for 2013.

We were told at a maple school workshop by Henry Marckres that you could still put "VT Fancy" labeling on the "Golden Delicate" graded packages.

Is this really news to anyone? DO you live under a rock?

[nymapleguy607]

I think the concept has merit but I really don't care for the names. I think the benefit is to consumers that don't know the differences in syrup grades, we as sugarmakers should be educating our customers about this but I would guess not everyone does. I do like that the new grading system would do away with grade B syrup labeling. I have made some very good syrup that is grade B but its hard to sell sometimes because the customers think its substandard, but again that comes back to educating the consumer. Maybe there needs to be a grading Key next to all the syrup displays.

[maplwrks]

Thank you General for pointing this out. This subject has been discussed in great length here on this forum, so it shouldn't come as a surprise for anyone.

[Dill]

I think its a great idea. And yes this has been going on for years. And in order to appease you VTers, the rule has been changed that you can add anymore descriptors to the package, so you could put on a sticker saying fancy if you want. This change is going to be a boost for syrup marketing. I ran it by a couple newbies at maple weekend and they all thought it made more sense then the current grading.

[PerryW]

Probably a don't care for me. Some people ask me for the dark stuff, some want the light stuff, some don't care. I always agree with them on their preference.

My favorite comment (heard quite ofter, actually) is, "Yeah, I really like the Amber syrup."

[Mark]

My sales are 95% grade B.
I mix the B with the lighter syrup to get as much of the B as I can unless I sell bulk.

[Greenwich Maple Man]

I'm not against a change. But I do believe the names sound like a bunch of stupid kids eating animal crackers at daycare came up with them. I big let down by Henry Marckres .

[crawflyer]

why change from one confusing grading system to another? how about Light...Medium...Dark? If you make a bad tasting syrup your customers won't come back.

[Russell Lampron]

The whole idea behind the new grading system is to get the whole maple industry on one standard. Right now you can go from Maine to New York and north into Canada and find a different standard for each state and province. The new system makes all syrup with good flavor grade A regardless of color removing the grade B stigma. Any syrup with an off flavor will be commercial regardless of color.

I don't care for the new names and descriptors but once implemented "Golden Amber" will be the same thing in all states and provinces. It will be a challenge to educate the general public but should be a good thing for the maple industry as a whole.

[Scribner's Mountain Maple]

apparently I have been under a rock as this is the first I've heard of VT changing the names of our syrup. I didn't realize that we are talking about removing the limit Strong Dark Syrup can be (color wise) and still land in the A category or however it will work. That certainly should make maple producers more money which I am for. Sometimes 25% of my crop is good tasting C grade that I have to sell for much less.

The new names will be a hard pill to swallow. I still think it is foolish that the countries largest producer can be bullied into changing our system. I think we have the highest standards for Maple production regarding brix and color. Right? Why lower them? so others can compete better. I guess I still don't see the argument why VT should comply. We have the highest standards for production, a naming system that is widely recognized as we are the industry leaders, and possibly the best product based on a hunch. How could we get bullied? Were from VT, we do what we want.

[noreast maple]

hi there ,just wondering if we are going to loose the vt.pure maple syrup logo on our products too , or can we still have that on allof our prouducts and the new labels and the fancy ? concerned and just wondering if any one has thought of this part.

[Scribner's Mountain Maple]

I was wondering the same. Will we loose the ability to market our syrup as Vermont Golden Delicious or Vermont Strong Dark?

[noreast maple]

VT.delicious is for the apple industry,strong dark is for the coffee industry ,golden delicate would suit the syrup industry better .I thought VT prided itself on its unique maple flavor.how are we going to destinguish our well nown flavor from all of the rest ? im not trying to start no fights with other states or anyone ,cause all syrup is good but we have our own flavor ,Just wondering if any of the organizations have thought about this .please mr mod. dont erase this cause i think its important ,and may be someone could address this part of it,thank you .

[Bucket Head]

I'm all for standardized grading among all producers and I'm delighted that the Grade B is being done away with. The Grade B designation was foolish to begin with. I don't know who came up with that part, but it was a poor decision. However, I don't care for the new names either. I agree that there will be a new confusion among folks who had any grasp of the light-medium-dark system. I think they should have just added a term to those for the old "B" classification.

The part of this whole thing that I have the most trouble with is the original idea of the system being implemented and the confusion going away for all. Apparently it's quite a ways away from being "standard" for everyone? Heck, the producers themselves are confused about the system, so how are we to expect the consumer to have an easier time with it? And how is it that Vermont can still lable their light syrup with "Fancy" if they want? I thought that was part of the original confusion that this system was supposed to do away with? Now I'm not trying to anger every Vermonter on here with that statement, it does'nt matter to me, its just that the Fancy was a large part of the problem, so we were told.

So as it stands right now, from what I've read, we have a "new" system that has had a lot of time spent on it, that is not officially accepted, or even law yet, will probably not be standard all over maple land by the stated 2013 start date, will probably cause more confusion among consumers because of the terminology and allows one state to still be able to lable their syrup with a confusing term that was part of the original grading problem that was to be "fixed"?

Is it too late for revisions to this new system? Can they simplify the terms, or just add extra dark to the other three colors? How about coming up with a truly standardized system, with no exceptions, with a definate start date, and then we can all start with the same criteria. Other than striking the Grade B from the system, it sounds like they need to go back to the drawing board on this one.

[noreast maple]

Maybe we can have juan valdez market our strong robust andstrong dark brands:lol::lol::cry:

[noreast maple]

We could have jauns donkey pulling a sled with a gathering tank:mrgreen::mrgreen::lol:

[TunbridgeDave]

It's my opinion that we the producers should be in charge of naming our own products. It's our business, not the gov'ts. We the 1000 or so members of the Vermont Sugarmakers Association don't even get a vote!!!!!!!!!!

[Greenwich Maple Man]

Yes, I'll have a short stack of the Wispy White pancakes ,some Fatty Brown Bacon and a order of Dark Robust Syup on the side. Please fill my cup with some Dark Moonlight coffe as well.

Sure am glad the dingbats who came up with this bull aren't the ones naming everything else. Imagine what they would name there kids. Blonde, tall and shorty!!!!!!!!!!

[GeneralStark]

It is rather discouraging to see the general lack of understanding and irresponsibility presented by the comments in this thread. This new system has been discussed and deliberated over by producers and industry advocates for years and now some of you seem to think this is some big government plot to control what you call your maple syrup. Really? Are you that naive and clueless?

As producers of a food product, perhaps one of the finest, it is your responsibility to understand what is happening in the industry around you. The romantic days of yesteryear are gone. Maple syrup is no longer just some whim purchase for tourists traveling through VT. This is a global industry whose consumers deserve a consistent grading system.

I am simply amazed that maple producers in VT and otherwise have no idea that this was coming. Do yourself a favor and join the Vermont Sugarmaker's Association and go to some of their workshops so you can get caught up on what is going on around you. At the least read some industry literature. Do your homework so you can best be prepared for the changes that are coming. The consumers are demanding more of us and it is time for you to wake up and smell the dark robust.

[Greenwich Maple Man]

General Stark, let me ask you . Who is the final decision or vote left to in this situation of the grading ?

[GeneralStark]

General Stark, let me ask you . Who is the final decision or vote left to in this situation of the grading ?

In the state of VT it requires an act of congress to change the present grading standards as they are law. I believe VT is the only state that requires an act of congress but I can't say for sure.

[Dill]

Keep in mind that VT makes the most syrup of any state in the US, but the entire US production is a mere drop of sap in Quebec's bucket.
You can still put your VT pure or any other sticker on the package. The actual big difference between current law in VT and the proposed law is the change in density.
And on the names, how do you describe the current grades/tastes to non maple people? I bet that most producers do what I do and say the lighter the syrup the more delicate the flavor, darker the more intense.

[Scribner's Mountain Maple]

General, I will admit to a lack of understanding about this process. I've been sugaring this spring and just picked my head up. I don't think that you will find many people in VT unhappy that CA and the rest of the US will be have to adapt a new standards so all Syrup is on the same system. I think most VT producers have just gotten used to other states Syrup being less dense and darker then our standards. So to get an even playing field will be nice for us and bad for the rest of you.

What people are clearly upset about is the new names sound ridiculous. Like kids wrote them out in crayon and some clown from NYC thinks it sounds good. I believe the producers should determine the final names and not some research panel and politicians. Sad day when the farmers opinions take the back seat to the consumers. Very sad.

[GeneralStark]

General, I will admit to a lack of understanding about this process. I've been sugaring this spring and just picked my head up. I don't think that you will find many people in VT unhappy that CA and the rest of the US will be have to adapt a new standards so all Syrup is on the same system. I think most VT producers have just gotten used to other states Syrup being less dense and darker then our standards. So to get an even playing field will be nice for us and bad for the rest of you.

What people are clearly upset about is the new names sound ridiculous. Like kids wrote them out in crayon and some clown from NYC thinks it sounds good. I believe the producers should determine the final names and not some research panel and politicians. Sad day when the farmers opinions take the back seat to the consumers. Very sad.

I would encourage you to examine the process used and individuals involved in establishing this new grading system because you clearly do not know what you are talking about. Educate yourself about such matters and you will quickly see that it isn't "research panels and politicians" or some big government Bogey Man.

[Greenwich Maple Man]

I would encourage you to examine the process used and individuals involved in establishing this new grading system because you clearly do not know what you are talking about. Educate yourself about such matters and you will quickly see that it isn't "research panels and politicians" or some big government Bogey Man.

You have admitted yourself that congress makes the final vote not the producers. Therefore the producers aren't making the change it is congress.

[mapleack]

Congress has nothing to do with it, state legislatures will have to pass legislation to enact these grading standards. It it likely that the State of Vermont and other states will do what ever the state sugarmakers associcatoins recommends in this instance. I know for a fact that they have been involved in this from the beginning and have come to support it. If you want your voice to be heard, join and be active in your state associations and make your opinion matter.

[Dill]

Where do you think the state of VT, the USDA or the Canadian equivalent came up with this? They sure as heck didn't write it on their own. This was a producer led effort, I believe they have been working on it for over 5 years.
This just irks me, I've been involved in local government for quite a few years. And there is nothing worse than the last minute OMG how did this happen! When those same people can not be bothered to show up for months of hearings and committee work.

[Greenwich Maple Man]

Where do you think the state of VT, the USDA or the Canadian equivalent came up with this? They sure as heck didn't write it on their own. This was a producer led effort, I believe they have been working on it for over 5 years.
This just irks me, I've been involved in local government for quite a few years. And there is nothing worse than the last minute OMG how did this happen! When those same people can not be bothered to show up for months of hearings and committee work.

They just do what they want anyway. It dosn't matter who protests. Once there mind is made up that is what will happen. The small handfull of people run everything. No matter if it is national politcs or changing grades. Then when they are ready to pass it they say there were all these meetings etc. but they are doing there dirty work long before. It's nothing new.

[paul]

I am very suprised at some of the comments in this thread. If you think this hole grading thing is to help benefit the consumer, boy you are all wrong. this whole thing benefits the big packers and those producers who boil until the leaves come out. commercial grade syrup will be a thing of passed, it will fall under the lable [Dark Robust] and be sellable to the genaral public. As far as getting to vote yes we do if you could afford to take a day off in the middle of the week to attend the farm show. doesn`t the farm show run through the weekend?Wait until we all have to be certifided to make syrup and that is also comeing from the packers. The whole thing about stainless steel barrles also comes from the packers, when was the last time you heard of someone getting sick from maple syrup that was in a galvaized barrel. I`ve spoken with a lot of old timers sugaring all thier life and never had a problem with folks getting sick from thier maple syrup. WELL I FEEL BETTER NOW THAT I GOT THAT OFF MY CHEST. And if you think I`m talking about you, your right.

[highroadsyrup]

[QUOTE=paul;188095]I am very suprised at some of the comments in this thread. If you think this hole grading thing is to help benefit the consumer, boy you are all wrong. this whole thing benefits the big packers and those producers who boil until the leaves come out. commercial grade syrup will be a thing of passed, it will fall under the lable [Dark Robust] and be sellable to the genaral public.


Finally, someone else gets it

[Dill]

Actually it won't, off flavor syrup will only be able to be sold in bulk containers not retail. VT "commerical" ie dark B everywhere else can now be sold retail if it tastes right.

Not sure why I'm defending this.

[Thompson's Tree Farm]

In NY, B can only be sold in gallon or larger containers and only for cooking. The new standards will allow me to legally sell a product my customers want to them,