As a Canadian, I’ve had maple syrup less than a dozen times in my life. It plays no part of my life, or my families or friends. So the fact that it’s tied to Canada is strictly a foreign marketing thing I think. I actually have less association with maple syrup than I do with the clubbing of baby seals controversy which is zero as well.

I get a kick out of seeing all the maple syrup products at YYZ or YVR but you never see those same products anywhere inside Canada. Something like Hockey is more genuinely a strong Canadian passion but maple syrup is practically nil except to the maple syrup producers.