ACER Performance Measures

Outcome 1: Increasing Consumption and 

Consumer Purchasing of Maple Syrup and Maple-Sap Products 

indicator 1.2

Total number of consumers who 

purchased more maple syrup and 

maple-sap products___. Of those, the 

number of 

• 1.2a: Adults ___.

• 1.2b: Children ___. 

Data Collection Tip

Measuring the number of consumers who 

consumed more maple syrup and maple-sap 

products will vary depending on recipient 

activities and types of stakeholders engaged. The 

”Data Collection Considerations” section 

within the Program Evaluation Framework 

outlines methods for measuring consumption 

change through surveys, separate studies, 

measuring digital traffic, and tracking transactions 

and/or returning customers. Recipients who 

are required to collect this data will identify an 

appropriate method for establishing baseline and 

updated consumption-related data to report on 

this indicator.

indicator 1.1

Total number of consumers who gained 

knowledge about maple syrup and 

maple-sap products___. Of those, the 

number of 

• 1.1a: Adults ___.

• 1.1b: Children ___. 

Data Collection Tip

Measuring the number of consumers who gained 

knowledge about specialty crops will vary 

depending on recipient activities and types of 

stakeholders engaged. The ”Data Collection 

Considerations” section within the Program 

Evaluation Framework outlines methods for 

measuring knowledge gain through surveys, 

separate studies, measuring digital traffic, and 

tracking transactions and/or returning customers. 

Recipients who are required to collect this data 

will identify an appropriate method for 

establishing baseline and updated knowledgerelated data to report on this indicator.

All applicants much identify at least one 

outcome and indicator from the list

 below that will be addressed through 

their grant projects. Applicants will need 

to establish baseline numbers and/or 

estimate realistic target numbers for the 

outcome(s) and indicator(s) they select. 

Below are outcomes and indicators and 

some guidelines on how to collect data 

on the outcomes and indicators.

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indicator 1.5

Increased sales measured in

• 1.5a: Dollars

• 1.5b: Percent change, or

• 1.5c: Combination of volume and average price 

as a result of enhanced marketing activities

Data Collection Tip

Sales data can be tracked by noting change in 

dollar amount, percentage, or a combination of 

volume and average price. Data on increased 

sales can be collected from relevant producers or 

other stakeholders engaged by the grant 

recipient as part of the established project. 

Recipients should compare baseline sales to sales 

data after their marketing campaign is concluded. 

Recipients can encourage producers or other 

stakeholders to share sales data in the following 

ways:

Education: Educate producers on how their data 

is being used, the purpose of the data collection, 

importance of data collection, etc.

Transparency: Increase transparency through 

the use of clear, easy to understand contracts, 

data-use agreements, etc. Ensure producers/

stakeholders fully understand the contract prior to 

signing. 

Trust: Build trust with producers/stakeholders by 

highlighting shared core values, interests, 

commitments to common causes and the 

mutual benefits of sharing information (show 

direct, tangible benefits to producers, such as 

financial sustainability, training, etc.). 

Other Best Practices: If possible, recipients can 

develop privacy policies to keep producer/

stakeholder identities anonymous. AMS should 

work with recipients to facilitate trust building and 

educate recipients on how sales data is used by 

AMS. 

indicator 1.3

Number of additional maple product 

customers counted

Data Collection Tip

Data on number of additional maple product 

customers can be collected by establishing 

customer “head count” baselines at the beginning 

of the grant period and noting whether growth 

occurs consistent with estimates and grant 

program activities. 

indicator 1.4

Number of additional business 

transactions executed

Data Collection Tip

Data on number of additional maple product 

transactions can be collected by establishing 

transaction count baselines at the beginning of 

the grant period and noting whether growth 

occurs consistent with estimates and grant 

program activities. Recipients might also track 

average price per transaction, to ensure that 

overall consumption is increasing, rather than 

merely more frequent, smaller transactions. 

Business transactions encompass both online and 

in-person transactions. 

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indicator 2.1

Total number of existing market 

access points that established and/

or expanded maple syrup or maple-sap 

offerings ___. Of those, the number 

that were

i

• 2.1a: Farmers markets 

• 2.1b: Roadside stands

• 2.1c: Agritourism

• 2.1d: Grocery stores

• 2.1e: Wholesale markets/buyers

• 2.1f: Restaurants

• 2.1g: Agricultural cooperatives

• 2.1h: Retailers

• 2.1i: Distributors

• 2.1j: Food hubs

• 2.1k: Shared-use kitchens 

• 2.1l: School food programs

• 2.1m: Community-supported agriculture (CSAs)

• 2.1n: Other

Data Collection Tip

Data on established and/or expanded maple 

product offerings can be collected by 

establishing baselines of maple product line 

offerings at the beginning of the grant period and 

tracking product line expansion within the 

organization, in collaboration with other 

organizations, and/or on behalf of other partner 

organizations after receiving services supported 

by the grant.

Data Collection Tip

Data on new market access points that 

established maple product offerings can be 

collected from relevant market access points that 

began offering maple products after receiving 

services supported by the grant. 

Recipients should note at the beginning of the 

grant period which access points that did not 

have established maple product offerings were 

targeted to expand their product line to include 

maple syrup and maple-sap products. 

indicator 2.2

Total number of new market access 

points that established maple syrup 

or maple-sap offerings ___. Of those, 

the number that were

i

• 2.2a: Farmers markets 

• 2.2b: Roadside stands

• 2.2c: Agritourism

• 2.2d: Grocery stores

• 2.2e: Wholesale markets/buyers

• 2.2f: Restaurants

• 2.2g: Agricultural cooperatives

• 2.2h: Retailers

• 2.2i: Distributors

• 2.2j: Food hubs

• 2.2k: Shared-use kitchens 

• 2.2l: School food programs

• 2.2m: Community-supported agriculture (CSAs)

• 2.2n: Other

Outcome 2: Develop New Market Opportunities for Maple 

Producers and ProcessorS

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indicator 2.3

Total number of partnerships and/or 

collaborations established between 

maple producers/processors and 

market access points___. i

• 2.3a: Of those established, the number 

formalized with written agreements (i.e. MOU’s, 

signed contracts, etc.)

• 2.3b: Of those established, the number or 

partnerships with underserved organizations

Data Collection Tip

Data on partnerships established can be collected 

by determining counts of partnerships formed 

informally (noting in-person handshake 

agreements and partnerships formed via phone, 

email, etc.), and formally (noting number of 

MOU’s or contracts signed).

Data Collection Tip

Data on 2.4a-2.4e can be collected from 

relevant partnerships formed after receiving 

services supported by the grant. Stakeholders 

should establish baselines of the required 

metrics prior to implementing the partnership 

and/or collaboration and noting whether an 

increase or decrease of that metric occurred. 2.4b 

can be reported on a per-constituent level (i.e., if 

two partners in one partnership both 

experience higher profits, they can both be 

counted under this sub-indicator). Reporting on 

2.4a and 2.4c-2.4e should be reported on a 

partnership-level (i.e., the resulting improved 

metric is reported on a per-partnership basis, 

rather than each constituent within a partnership 

reporting separately). Improvement can be 

measured by increased volume and/or capacity 

to move volume, increased speed, waste 

reduction, decreased distance between point 

of production and point of sale, decreased time 

spent, higher quality technology/ infrastructure, 

etc. Efficiency can be measured by evaluating 

the ratio of inputs (labor, time, resources, etc.) to 

outputs (product). 

indicator 2.4

Of the total number of partnerships 

and collaborations identified in 2.3, 

the number that reported

• 2.4a: Expanded/improved maple infrastructure

• 2.4b: Higher profits

• 2.4c: More efficient transportation

• 2.4d: Improved marketing channels

• 2.4e: And/or other mid-tier value chain 

enhancements
indicator 2.5

Number of new or existing producers/

processors who increased production 

to meet increased demand in new/

additional market access points.

indicator 2.6

Number of maple producers/

processors that increased revenue by 

pursuing new/increased market 

opportunities

Data Collection Tip

Data on number of new or existing producers/

processors who increased production can be 

collected by establishing counts within an 

organization, in collaboration with other 

organizations, and/or on behalf of other partner 

organizations after receiving services supported 

by the grant. Increased production can be 

measured by establishing baselines at the 

beginning of the grant and noting whether 

growth occurs consistent with estimates and 

grant program activities.

Data Collection Tip

Data on increased revenue can be collected by 

establishing baselines at the beginning of the 

grant period and noting if there was an increase 

within an organization, in collaboration with 

other organizations, and/or on behalf of other 

partner organizations after receiving services 

supported by the grant. Producers/processors 

are not required to report a numeric value, so 

reluctance to share financial data should not 

impact this reporting requirement.

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Outcome 3: Increase the Number of New Maple Producers and 

Expand Capacity of Existing Maple Producers

indicator 3.1

Number of producers, processors, 

private landowners, or other 

stakeholders that gained knowledge 

about maple production or maple 

business improvement methods

Data Collection Tip

Measuring the number of producers, processors, 

private landowners, or other stakeholders that 

gained knowledge about maple production or 

maple business methods will vary depending 

on recipient activities and types of stakeholders 

engaged. The ”Data Collection Considerations” 

section within the Program Evaluation Framework 

outlines methods for measuring knowledge gain 

through surveys, separate studies, measuring 

digital traffic, and tracking transactions and/or 

returning customers. Recipients who are required 

to collect this data will identify an appropriate 

method for establishing baseline and updated 

knowledge-related data to report on this 

indicator.

indicator 3.2

Number of producers or processors 

that adopted new maple production or 

maple business improvement methods 

Data Collection Tip

Data on the number of producers or processors 

that adopted new maple production or maple 

business improvement methods can be collected 

by establishing counts within an organization, in 

collaboration with other organizations, and/or on 

behalf of other partner organizations after 

receiving services supported by the grant.
Page 7

indicator 3.3

Number of producers/processors that 

learned about new or improved quality 

management procedures, and of those

• 3.3a: The number that implemented these 

procedures.

Data Collection Tip

Data on number of producers/processors that 

implemented new/improved quality 

management procedures can be collected by 

establishing counts within an organization, in 

collaboration with other organizations, and/or on 

behalf of other partner organizations after r

eceiving services supported by the grant. Improvement can be measured using: Increased 

volume (and/or capacity), increased efficiency 

(evaluating the ratio of inputs (labor, time, 

resources, etc.) to outputs (product), speed, waste 

reduction, decrease time spent, etc.), improved 

maple products, consistent with maple syrup 

grades and standards established by AMS and 

other relevant metrics

indicator 3.4

Number of

• 3.4a: Landowners

• 3.4b: Lessors

• 3.4c: Free-Access Individuals

• 3.4d: Students reported with an intent to enter 

the maple market

Data Collection Tip

Measuring the number of landowners, lessors, 

free-access individuals, and students who intend 

to enter the maple market will vary depending 

on recipient activities and types of stakeholders 

engaged. The “Data Collection Considerations” 

section within the Program Evaluation Framework 

outlines methods for measuring intention through 

surveys, separate studies, measuring digital traffic, 

and tracking transactions and/or returning 

customers. Recipients who are required to collect 

this data will identify an appropriate method for 

establishing baseline and updated intentionrelated data to report on this indicator.

indicator 3.5

Number of

• 3.5a: Private Landowners

• 3.5b: Lessors

• 3.5c: Free-Access Individuals

• 3.5d: Students

• 3.5e: Or other producers that initiated maple 

sugaring activities.

Data Collection Tip

Data on the number of landowners, lessors, 

free-access individuals, and students that 

initiated maple sugaring activities can be 

collected by establishing counts within an 

organization, in collaboration with other 

organizations, and/or on behalf of other partner 

organizations after receiving services supported 

by the grant. 
indicator 3.8

Number of producers that 

increased production 

Data Collection Tip

Data on number of producers increasing

 production can be collected by establishing 

counts within an organization, in collaboration 

with other organizations, and/or on behalf of 

other partner organizations after receiving 

services supported by the grant. Stakeholders 

should establish baselines numbers of small-scale, 

mid-scale, and commercial-scale operations from 

producers at the beginning of the grant period 

and note whether growth occurs consistent with 

estimates and grant program activities. 

Stakeholders should refer to the definitions of 

small-scale, mid-scale, and commercial-scale 

levels in order to accurately report this data.

indicator 3.7

Number of producers/processors that 

expanded their maple product line 

Data Collection Tip

Data on expanded product line offerings can be 

collected by establishing baselines of product line 

offerings at the beginning of the grant period and 

tracking product line expansion within the 

organization, in collaboration with other 

organizations, and/or on behalf of other partner 

organizations after receiving services supported 

by the grant.

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Data Collection Tip

Data on the number of landowners, lessors, 

free-access individuals, and students that 

established long-term partnerships to maintain 

maple sugaring activities can be collected by 

establishing counts within an organization, in 

collaboration with other organizations, and/or on 

behalf of other partner organizations after 

receiving services supported by the grant. 

Stakeholders should refer to the definition of 

long-term partnerships to accurately report this 

data. Data on partnerships established can be 

collected by establishing counts of partnerships 

formed informally (noting in-person handshake 

agreements and partnerships formed via phone, 

email, etc.), and formally (noting number of 

MOU’s or contracts signed).

indicator 3.6

Number of

• 3.6a: Private Landowners

• 3.6b: Lessors

• 3.6c: Free-Access Individuals

• 3.6d: Students

• 3.6e: Or other producers that established 

long-term partnerships to maintain maple 

sugaring activities
indicator 3.9

 Number of maple producers that

 reported increased

• 3.9a: Maple syrup production (gallons),

• 3.9b: Sales,

• 3.9c: Price/gallon, and/or

• 3.9d: Cost-savings

Data Collection Tip

Data on 3.9a-3.9d can be collected by 

establishing baselines of the required data at the 

beginning of the grant period and noting if there 

was an increase in any of the metrics within an 

organization, in collaboration with other 

organizations, and/or on behalf of other partner 

organizations after receiving services 

supported by the grant. Sales data can be tracked 

by noting change in dollar amounts, percentages, 

or a combination of volume and average price. 

Producers/processors are not required to report 

a numeric value, so reluctance to share financial 

data should not impact this reporting 

requirement.

indicator 3.10

Number of maple-related jobs

• 3.10a: Created

• 3.10b: Maintained

Data Collection Tip

Data on maple-related jobs created or maintained 

can be collected by establishing baselines of the 

number of jobs at the beginning of the grant 

period. Growth (or maintenance) can be 

discerned by monitoring maple-related job 

numbers after receiving services supported by the 

grant. Maple-related jobs should be monitored 

through the organizations’ payroll. Stakeholders 

should refer to the definition of jobs, which 

discerns between “created” and “maintained,” to 

accurately report this data. Recipients can 

determine jobs according to the number of 

full-time employees (FTEs) within an organization, 

in collaboration with other organizations, and/or 

on behalf of other partner organizations. FTEs can 

be calculated based on the average number of 

hours worked by an FTE per year or per month, 

depending on what’s most appropriate for a 

recipients’ project (e.g., if a recipient employs 

mostly seasonal workers or has subrecipients that 

only participate in the project or report on project 

involvement for a certain number of months, they 

may choose to calculate FTEs per month). See 

below for suggested calculation options.

Calculating FTEs per year:

Generally, 2,080 hours per year is standard; 

however, recipients can refer to state/local policy 

codes to approximate standard FTE hours. 

Step 1: Determine number of labor hours resulting from project activities for the year. 

Step 2: Divide result of step 1 by the total standard 

FTE count of hours per year.

Calculating FTEs per month: 

Step 1: Determine the number of FTEs who work 

30+ hours per week per month during the measurement period. 

Step 2: Determine the total part-time and 

seasonal hours worked per week per month 

during the previous year and divide by 120 

Step 3: Add up the subtotal in steps 1 and 2, then 

divide by 12 to determine the number of FTEs.

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indicator 4.2

For research conclusions, the number 

that 

i

• 4.2a: Yielded findings that supported continued 

research

• 4.2b: Yielded findings that led to completion of 

study

• 4.2c: Yielded findings that allow for 

implementation of new practice, process, or 

technology 

Data Collection Tip

Data for 4.2a-4.2c can be collected by 

establishing counts of the required metrics as 

researchers progress through the research 

process.

indicator 4.1

Number of research goals 

accomplished

Data Collection Tip

Data on research goals accomplished can be 

collected by establishing counts of accomplished 

research goals of those established at the start of 

the grant period.

Outcome 4: Expand Maple Research and Development
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indicator 4.3

Number of industry representatives 

and other stakeholders that engaged 

with research results I

indicator 4.4

Total number of research outputs 

published to industry publications 

and/or academic journals___. For each 

published research output, the

i

• 4.4a: Number of views/reads of published 

research/ data

• 4.4b: Number of citations counted

*For research outputs published formally to 

academic publications, recipients should note 

publication information, so AMS can track readership and citation numbers after the end of the 

grant period.

Data Collection Tip

Data on number of people who engaged with 

research results can be collected by relevant 

stakeholders within an organization, in 

collaboration with other organizations, and/or 

on behalf of other partner organizations after 

receiving services supported by the grant. 

Engagement can be measured in the following 

ways:

Tracking partners and collaborators that 

engaged with research via the method used 

to share the information (i.e., number of email 

recipients, number of collaborators given access 

to shared drives, etc.).

Tracking the number of poster sessions where 

research was presented and the number of 

attendees that viewed the poster presentation 

during the session. Estimates can also be 

generated based on number of conference 

attendees, which can be provided by conference 

organizers, and the average number of poster 

presentation viewers during a given presentation.

Tracking the number of conferences or 

presentations where research was presented 

and the number of attendees, which can be 

provided by conference/presentation organizers.

Tracking the number of online repositories 

used to share research and the associated online 

engagement. Online repository sites can track 

online traffic, visitors, referring sites, and popular 

content with those with access.

Tracking the number of public forums used to 

share research. Tracking engagement will depend on the type of public forum used. 

Recipients can work with the public forum for 

best ways to track engagement (e.g., a public 

library can provide data on how many visitors 

“checked out” the research)

Data Collection Tip

Data for 4.4a-4.4b can be collected through 

academic journals which can provide data on 

number of article views, article downloads, 

number of citations, etc. It is recommended that 

stakeholders use reputable academic journals 

with this standard practice. AMS can conduct 

further studies to evaluate research impact that 
Outcome 5: Promote Natural Resource Sustainability in the Maple 

Syrup IndustrY

indicator 5.1

Number of stakeholders that gained 

knowledge about natural resource 

sustainability, best practices, tools, 

or technologies 

Data Collection Tip

Measuring the number of producers/ processors 

who gained knowledge about natural resource 

sustainability will vary depending on recipient 

activities and types of stakeholders engaged. The 

“Data Collection Considerations” section 

within the Program Evaluation Framework 

outlines methods for measuring knowledge gain 

through surveys, separate studies, measuring digital traffic, and tracking transactions and/or 

returning customers. Recipients who are 

required to collect this data will identify an 

appropriate method for establishing baseline and 

updated knowledge-related data to report on this 

indicator.

indicator 5.2

Number of stakeholders reported 

with an intent to adopt 

sustainability-related best practices, 

tools, or technologies

Data Collection Tip

Measuring the number of producers/

processors who intend to adopt sustainabilityrelated best practices, tools, or technologies will 

vary depending on recipient activities and types 

of stakeholders engaged. The “Data Collection 

Considerations” section within the Program 

Evaluation Framework outlines methods for 

measuring intention through surveys, separate 

studies, measuring digital traffic, and tracking 

transactions and/or returning customers. 

Recipients who are required to collect this data 

will identify an appropriate method for 

establishing baseline and updated intentionrelated data to report on this indicator.

Page 12
indicator 5.3

Number of producers that adopted 

New tools, technologies, or best 

practices focused on reducing energy 

use, plastics, waste, chemical use, or 

other sustainable outcomes 

Data Collection Tip

Data on producers adopting best practices and 

new technologies can be collected by 

establishing counts of producers that 

implemented new sustainable best practices, 

tools, or technologies after receiving services 

supported by the grant. Producers should refer 

to the definition of best practice for accurate 

reporting on this indicator. 

indicator 5.4

Number of additional taps managed 

using sustainable best practices, 

tools, or technologies

Data Collection Tip

Data on taps managed using environmental best 

practices can be collected by establishing 

baselines of taps managed with sustainable 

practices, tools, or technologies at the beginning 

of the grant period and noting an expansion of 

taps managed with these practices, tools, or 

technologies after receiving services supported 

by the grant. 

indicator 5.5

Of the producers identified in 5.3, the 

number of producers reporting

• 5.5a: Increased dollar returns per tap or

• 5.5b: Reduced input costs per tap

Data Collection Tip

Data on increased dollar returns per tap or 

reduced input costs per tap can be collected by 

establishing baselines of dollar returns and input 

costs and noting whether growth or a 

reduction occurs after implementing sustainable 

best practices and technologies within 

production processes after receiving services 

supported by the grant

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