Understanding the Challenges and Opportunities of Selling Maple Syrup Abroad: A Qualitative Case Study of U.S. Maple Syrup Export

Abstract

This qualitative case study examines the export experiences of ten small- to medium-sized US maple syrup producers to understand the strengths and bottlenecks of selling maple syrup abroad. Semi-structured interviews are used to explore topics of producer’s export demographics, export dynamics, challenges, opportunities, and if there are economic incentives for US producers to develop export markets. The author considers how these topics are relevant to the US maple syrup industry, the internationalization process for US producers, and the global trade of maple syrup. Six categorical findings were generated from qualitative themes in this case study of exporting U.S. maple syrup SMEs. The first set of three findings refers to challenges experienced by the case subjects: competition with Canadian and other U.S. producers’ exports; market factors which consisted of trade agreements, economic impacts of COVID-19, and currency exchange fluctuations; and return on investment for export, consisting of the higher costs and the more time-consuming aspects associated with export. The second set of three findings refers to the opportunities perceived by the case subjects: product appeal consisting of offering a quality, consistent, or unique product; market prospects, which consisted of domestic growth fueling international aspirations and seeing specific opportunities in certain countries or regions; and clarity of strategy consisting of acknowledging export is difficult and taking a focused and planned approach to sell or not sell internationally. These findings address the purpose of this research: to better understand the experienced challenges and perceived opportunities U.S. maple syrup producers have exporting their product abroad.