The Pride of New York Program today recognized the maple industry’s successful public relations and television campaign, which was launched last year and is continuing this season. The campaign, sponsored by the New York State Maple Producers and the Upper Hudson Maple Producers, was funded by matching grants from the Pride of New York program.
“Maple syrup is our first harvest of the growing season,” said State Agriculture Commissioner Nathan L. Rudgers, whose department oversees the Pride of New York Program. “The Pride of New York program promotes the value of locally produced products and these grants provide the necessary resources to help increase the visibility of New York maple syrup as a nationally ranked leader.”
The cooperative advertising grants to the New York State Maple Producers and Upper Hudson Maple Producers were two of 30 Pride of New York grants awarded last year, all of which were designed to assist eligible members and businesses in promoting and marketing the sale of Pride of New York products.
“Because of a Pride of New York grant to help us with marketing efforts, we exceeded our projected goals. Many participants reported a five to ten percent increase in sales,” said Lyle Merle, Secretary of the 550-member New York State Maple Association and owner of Merle Maple Farms in Attica, Wyoming County. “The successes we have seen are a direct result of the grant which definitely increased awareness of New York’s maple industry among upstate residents.”
In addition to an increase in overall sales, the most noticeable achievements of the maple marketing campaign for the New York State Maple Producers was a 600 percent increase in the number of hits to their website, www.mapleweekend.com; increased attendance at local sugarhouses; and an upswing in sales of New York State produced maple products during the 2004 Christmas season.
The Upper Hudson Maple Producers’ campaign promotes the annual Maple Open House Weekend through increased radio advertising and promotion. This is the tenth year for the Open House Weekend, which offers self-guided tours of area sugarhouses and demonstrations of the centuries-old tradition of making maple syrup.
“We’re inviting area families to come and experience first-hand the sights, smells and sounds of maple sugar-making,” said David Campbell, a Salem producer and President of the Upper Hudson Maple Producers Association.
The goal of both the maple associations is to increase the production and sale of New York State maple syrup. A decade ago, maple producers in Wyoming County began a program called “Maple Sunday,” which opened sugarhouses to demonstrate the making of maple products "from the tree to the table." That program has now transformed into “Maple Weekend.” This year, Maple Weekend takes place on March 19 and 20 from 10 a.m. to 4 p.m. More than 80 maple producers throughout New York State are participating. A complete list of participants is available at www.mapleweekend.com.
Last year, New York’s maple season ran from March 4 until April 3 and most producers had an average crop. Despite adverse weather conditions, New York State had 1.35 million taps with approximately 0.190 gallons of syrup produced per tap. Last year, maple producers made 255,000 gallons of maple syrup, which accounts for 17 percent of all the maple syrup made in the United States. New York maple sales generated nearly $6 million in sales in 2003. New York State is nationally ranked the third largest maple producer, behind Vermont and Maine.
The New York State Maple Producers are a member of the Pride of New York, which is the state’s branding program for the promotion of New York State food and agricultural products. The program is designed to help consumers identify high-quality local products where they shop by looking for the Pride of New York emblem; assist farmers and food processors in branding their products by using the Pride of New York emblem; and encourage retailers and restaurants to highlight the New York State products they use and sell by displaying the emblem. The Program currently has over 1,200 members statewide.
To find more information on “Maple Weekend,” the New York State Maple Producers Association, and the Pride of New York Program, call the New York State Department of Agriculture and Markets at 800-554-4501 or visit the Department’s website at www.agmkt.state.ny.us.
### 2005 Press Releases
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