In 2012, the International Maple Syrup Institute (IMSI) developed a poster and rack-card designed to distinguish pure maple syrup from other common sweeteners such as corn syrup and processed white sugar. Many IMSI members in both Canada and the United States utilized these resources in their consumer awareness and promotional programs over the last 5 years. However, since their release all sugars, including maple syrup, have come under ever widening and more aggressive attacks from health organizations and government agencies. Accordingly, the need has increased for the maple industry to distinguish natural sweeteners, such as pure maple syrup, from other common sweeteners, which have no merits beyond their carbohydrate content.
As you probably know, the IMSI is currently working on the development of a generic slogan and associated messaging for pure maple products, as a high priority component of our marketing implementation plan. Since updated IMSI materials pointing out the uniqueness of pure maple products to be generated from this effort will not be available for the 2017 maple production season, I have attached a copy of the materials we developed earlier which are still very relevant and can be used in the interim. I encourage you to utilize them to complement other supporting materials which you are currently utilizing in this regard as part of your ongoing consumer awareness,education and marketing efforts.
The IMSI also has collected a compendium of research papers which when taken together outline some of the unique advantages of pure maple products. It is important to understand that that some of the health benefits research completed to-date has not been verified through clinical research trials on humans. The empirical laboratory evidence is very encouraging, but it is premature to use it promotionally. You can access this information on the IMSI's website at the following weblink :