They are more comfortable with the various aspects of production, and frequently fail to put as much energy and emphasis into marketing. Maple producers are no exception to this dilemma and, accordingly, many maple enterprises are not as profitable as they could be. Others have ceased to exist because a successful marketing program was not established and implemented. Skills in marketing do not necessarily accompany skills in production. Markets are earned by following a vigorous course of purposeful actions designed to identify and satisfy consumer demand while providing profits to the producer.
Successful marketing is a complex process which develops over time.
In this chapter, some fundamental marketing guidelines applicable to maple products are presented.