Marketing maple syrup in Missouri

Abstract

An abundant supply of maple trees in the Midwest, particularly sugar maples, gives Missourians the opportunity to tap into a local treat: homemade syrup. While maple trees are the focus for most syrup producers, other trees such as walnuts can also be tapped. The popularity of tree sugaring, the art of tapping and processing tree sap into syrup, is growing in the lower Midwest as seen in the increasing popularity of social platforms dedicated to sugaring such as the Missouri Maple Syrup Facebook page. This growth was also documented in the 2022 survey of syrup producers in this region. Missouri respondents produced 480 gallons of syrup that year, significantly more than the 333 gallons reported in the 2017 Census of Agriculture. The 2022 survey found that one in four respondents sold syrup that year or the prior season, while others made smaller amounts for family, friends, or gifting. However, most producers had either sold syrup at some point or had an interest in sales (57%). Tree sugaring is a tasty hobby for many, but it can also provide income for those interested in supplementing their earnings or making it part of a land-based business. This guide aims to assist existing and new tree-sugaring enthusiasts with an interest in selling locally-made syrup by covering the basics of product marketing. The guide is structured around four marketing principles: product, pricing, place and promotion.