Quebec competition for maple supremacy heats up

A rivalry is brewing in the Canadian state of Quebec, as two cities have laid claim to the title of ‘Maple Capital of the World’.

The Montreal suburb of Mirabel has registered the trademark of ‘the international maple capital’ or ‘Capitale internationale de l’Érable’. Mirabel is home to various renowned syrup boutiques and sugar shacks.

However, the trademark has caused offence 200 miles away, in the city of Plessisville. Plessisville, which has called itself Capitale mondiale de l’Érable for over 50 years – has trademarked the moniker – and can lay its own claims to being the centre of the maple syrup universe. It is the location of the only maple syrup reserve on the planet, holding an astonishing 95,000 barrels, hosting an annual maple syrup festival, and has family traditions in maple syrup production stretching back generations.

The Mayor of Mirabel, Roxanne Therrien, received an irate letter from her opposite number in Plessisville on the matter, but she seems to think the issue has been overblown.

Mayor Therrien told The Globe and Mail newspaper:

“It doesn’t take anything away from a city’s history, heritage or identity if another city decides to highlight maple as well.”

With Mirabel rolling out branding proclaiming it as the maple capital, there looks to be no possibility of a U-turn.

One major advantage of Plessisville’s reserve is being able to guarantee supply, regardless of how successful the harvest has been, allowing retailers to bulk buy maple syrup.