january 2012 dave chapeskie, r.p.f. executive director chair, maple grades and nomenclature...
TRANSCRIPT
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: [email protected]
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: [email protected]
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: [email protected]