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Canada Business Report 2017

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Discovery Reports

Citadelle sweetens Asian palate with all-natural and healthier maple syrup

Canadian co-operative produces 80 per cent of the world’s maple syrup and expands honey, cranberry and packaging ranges in Asia

PUBLISHED : Monday, 13 November, 2017, 5:36pm
UPDATED : Monday, 13 November, 2017, 5:36pm

With lands within North America’s so-called Maple Belt, Canada is blessed with maple tree varieties that produce the highest quality sap – making maple syrup an emblematic product of the nation. Canada accounts for about 80 per cent of the world’s maple syrup, which is deemed as the next superfood offering loads of vitamins and nutrients, notably 54 disease-fighting antioxidants.

For almost 100 years, Citadelle Maple Syrup Producers’ Cooperative has represented Canada’s passionate maple syrup producers and has facilitated global delivery of a consistently excellent product. Acting for nearly 2,000 producers, Citadelle stands as the world’s largest supplier of all-natural maple syrup to the retail, food service and industrial sectors. Citadelle also has a rapidly growing honey and cranberry business, with its dried cranberries known as the best in the global market.

Asia is a growing market for us. We’re on the ground to better understand this market and establish long-lasting partnerships
Philippe Leblanc, business development manager, Citadelle Maple Syrup Producers’ Cooperative

“Our solid reputation is built on five points: consistent high product quality, supply reliability, business integrity, social compliance as the only maple syrup producer to earn a Fair For Life certification, and innovative approach,” says Philippe Leblanc, business development manager.

Citadelle is a committed producer of innovations, in product portfolio and packaging formats, as it strives to serve various market niches.

Citadelle sees bright prospects for its value-added packaging, such as its revolutionary maple pearls and single-serve sachets, in Asia’s untapped food service segment. It is also exploring opportunities in China’s emerging “not from concentrate” (NFC) juice market and is holding talks with potential distributors to launch its NFC cranberry juice in the country.

With an established market base in Japan, Citadelle seeks to reinforce its presence in Hong Kong, India, South Korea, Singapore, Indonesia and Malaysia through additional distribution and e-commerce partnerships. Citadelle is also looking at entering the Philippines.

“Asia is a growing market for us,” Leblanc says. “We’re on the ground to better understand this market and establish long-lasting partnerships.”

www.citadelle-camp.coop