Market Strategy, Branding and Activation for a Tree Syrup Company

SITUATION
A highly recognized figure within the maple syrup industry was launching a new type of specialized syrup.

 PROBLEM
The predominant share of maple syrup sales is within the commodity market. This producer’s products aligned with what the consumer recognized as maple syrup. The distinction was that his syrups were from more than just maple trees. He produced syrup from Beechnut, Hickory, Walnut, Birch, Spruce, and Maple. Nowhere else and no one else had the knowledge to produce such an array of tree syrups. He needed to understand the gap his products could occupy in the marketplace, how to position them and identify the consumer demand that he could “tap” into.

SOLUTION
We zeroed in on a go-to-market strategy through consumer and market research, competitive research and audits, internal and external stakeholder interviews and a new brand platform/strategy. We placed the emphasis of his brand on a different concept other than the traditional market messages of tradition, family history and the winter tap season. His products celebrated the health of the forest throughout the year; he managed the health of the forest for all the trees not just maples. We came up with the name and tagline, full product line packaging including labels and gift boxes, website, tradeshow booth design and displays, collateral and a 35-page brand guidebook that included brand platform descriptions, brand messaging and identity guidelines.

BENEFITS
Our recommendation was to prioritize the food service and ingredient markets. The products have made their way into various nationally launched beverages, snack bars, and nationally recognized restaurants. Market strategies for mixologists, influencers and F&B industry pioneers have yielded exponential growth since launch and notable recognition in the New York Times, Bon Appetit, Food52, Martha Stewart, Rachel Rea, and others.

For more information, contact Steve Redmond at 802-310-6474 or [email protected].