As consumers become increasingly conscious of what they eat and of the ingredients used in their food products, companies advertising maple on their primary selling panel without containing any real maple on the ingredient list are being dragged into the spotlight.
Tom Branon laughs warmly as he describes how much he loves the taste of maple syrup in his coffee. “The truth is, he puts a little bit of coffee in his maple syrup,” his wife Cecile chimes in. They lean into each other and laugh in the light of the beautiful, modern sugarhouse they built together in 2013. They have been farming together since they first met, over 37 years ago.
Sales of organic products in the US totaled nearly $39 billion – and nearly 5% of the total food market share according to the Organic Trade Association’s Market Analysis for 2014 – and pure maple syrup is no exception. What is organic maple syrup? Why is demand so strong? And, what is it being used for?
The Tiffany brothers don’t mince words when it comes to maple syrup. They love maple syrup on ice cream, over pancakes, and in their everyday cooking. They love being in the woods every day, and they love sugaring. They intend to keep doing exactly that.