The Human Dimensions of Maple Syrup Producers, Consumers, and Certification: A Literature Review

Abstract

Maple syrup production in the United States has doubled in recent decades, expanding to over 300,000 tapped acres and producing more than 5.6 million gallons annually, with Vermont, New York, and Maine leading production. Historically rooted in small-scale, family-based operations and Indigenous traditions, the industry now includes large-scale producers that meet growing demand but may also create monocultures with reduced forest and wildlife diversity. This poses challenges for bird species already experiencing drastic population declines in the Northeast. The Bird-Friendly Maple (BFM) program, administered by the National Audubon Society, aims to address these challenges by promoting sustainable sugarbush management that supports bird habitats. The program offers a unique eco-label that recognizes producers for considering bird habitat in their sugarbush and helps them manage their forests for better health and sustainable sap production. Through support of a grant from the U.S. Forest Service, Audubon is exploring expansion and potentially transitioning BFM from a recognition program to a formal certification. Maple producers are often motivated by cultural heritage, family legacy, aesthetics, and forest stewardship rather than purely economic gain when producing maple products. Most are older, white, male landowners, though women play significant and often underrecognized roles in decision-making. Maple producers and general forest landowners alike face barriers to adopting conservation practices, including limited access to relevant information and the financial and time costs associated with increased management action. Certification and eco-labeling can help differentiate products, build consumer trust, and stabilize income, provided they have clear standards, offer necessary support, and communicate their benefits well. Prior literature on bird-friendly coffee and wildlife-friendly certifications has highlighted the importance of consumer education and targeted marketing in promoting eco-labeled products. By connecting conservation outcomes with producer values and consumer trust, the Bird-Friendly Maple program has the potential to become a model for sustainable certifications that benefit both biodiversity and producers.