Launch of New Promotion and Market Development Strategy for Maple Products from Canada and Quebec in United Kingdom
LONGUEUIL, QC, July 9, 2015 /CNW Telbec/ - The Federation of Quebec Maple Syrup Producers (FPAQ) continued its pursuit of foreign markets on behalf of the Canadian maple industry yesterday with a charm offensive called Maple Christmas Showcase at the Canadian High Commission in London.
This first promotional effort in the UK market, starting at the all-important time on the London calendar when special offerings for Christmas are announced, serves to enhance the profile of Canadian and Quebec maple products as ingredients in traditional British cuisine.
"We were delighted to welcome both the Federation and some of the UK's best-known national food journalists and chefs to Canada House to taste our country's finest maple products", declared Gordon Campbell, Canada's High Commissioner to the United Kingdom. "Judging by the reaction of our visitors, there is a large and undiscovered market for maple products here in the UK. I predict that today's tasting here in London will ensure that this versatile, exciting – and most importantly Canadian – ingredient finds its way into the traditional British Christmas."
Mr Christos Sirros, Quebec Agent-General to the UK, for his part, welcomed the Maple Christmas Showcase initiative. "Quebec produces 90% of Canadian Maple Syrup and we are happy to support the Federation of Quebec Maple Syrup Producers in their efforts to further develop the British market.''
For this promotional vehicle (co-financed by Maple Products from Quebec and Agriculture and Agri-Food Canada), guests were treated to a cooking demonstration by renowned chef and food columnist Philippe Mollé, who shared his great passion for maple, an authentic and 100% natural ingredient. Mr. Mollé also shared recipe ideas specially concocted for a British Christmas, including Cream of Pumpkin with Maple, Sorrel and Lardons and Pulled Turkey, Sweet and Sour Maple Sauce. Serving as an additional course was the new video The Taste Test, which blended the unique flavour of maple with British humour, to the great amusement of attendees. https://www.youtube.com/watch?v=XUJzp5c7T8k
First Japan and the United States … Now the United Kingdom
This market development effort builds on the New Generation of Maple: 2020 strategy, implemented by the FPAQ in 2009 with contribution from the maple syrup industry. "The collective vision of producers and industry is at the heart of this strategy: to raise maple to the level of a value-added product, with numerous applications in both food and non-food sectors," explains Genevieve C. Béland, Director of Promotion, Innovation and Market Development at the FPAQ. "Our efforts and investments converge along these guidelines and ultimately translate into tangible benefits for the entire maple industry as evidenced by the continued growth of domestic and export demand and increased value of national production. With the launch of the web site http://welovemaple.co.uk and the Maple Christmas Showcase, we're pleased to begin implementation of our promotion and market development strategy for maple products from Canada and Quebec in the UK market."
About The Federation Of Quebec Maple Syrup Producers (FPAQ) and Maple Products from Quebec
The FPAQ was founded in 1966 with the mission of defending and promoting the economic, social and moral interests of some 7,300 maple businesses across Quebec. These men and women work together to establish quality standards as well as collectively market and promote their products. Quebec produces 90% of Canada's maple syrup and nearly 71% of maple syrup production worldwide. Together, the provinces of Ontario, New Brunswick and Nova Scotia contribute 10% to Canada's production.
The FPAQ proudly promotes the brand Maple Products from Quebec in addition to coordinating the promotion and value creation of Canadian maple products internationally on behalf of the Canadian maple industry. In this capacity, the FPAQ steers and coordinates the International Innovation Network on Maple Products from Canada.
SOURCE Federation of Quebec Maple Syrup Producers
Image with caption: "Geneviève C. Béland, Director of Promotion, Innovation and Market Development at the Federation of Quebec Maple Syrup Producers - Philippe Mollé, chef and food columnist - Gordon Campbell, Canada's High Commissioner to the United Kingdom (CNW Group/Federation of Quebec Maple Syrup Producers)". Image available at: http://photos.newswire.ca/images/download/20150709_C5140_PHOTO_EN_442034.jpg
For further information: Source and information: Danielle Pépin, Promotion and Communications Agent, Federation of Quebec Maple Syrup Producers, 450-679-0540, ext. 8539, [email protected]