Fool me once, shame on you; fool me twice, shame on me.
That’s the adage that always comes to mind when I pass the syrup impersonators at the grocery store. I suppose it’s because when I first got married, I made the mistake of bringing home Aunt Jemima syrup from the grocery store instead of real maple syrup. My husband was aghast – in part, because I had spent four years at a college in Vermont.
In seven years of marriage, I haven’t repeated that mistake, and I’ve become a bit of Vermont maple syrup snob. That’s why I can sympathize with regulators at the Vermont Agency of Agriculture, whose job it is to protect the “maple” brand.
Fast food giant McDonald’s recently released a new breakfast option – fruit and maple oatmeal – and as a result have found themselves in a bit of a sticky situation. While they describe the oatmeal as “sweet harmony,” the new product hasn’t gone over so well with Henry Marckres, consumer protection section chief of the VAA.
According to Marckres, “We have a set of laws and regulations, and in maple law, it has to come from the sap of the maple tree or syrup.” The problem? McDonald’s advertises its new food as containing “natural maple flavor;” yet, there is nothing truly maple in the oatmeal, making it illegal to use the phrase in Vermont.
Kelly Loftus, the public information officer at the Vermont agriculture agency is concerned with making it clear to the public that McDonald’s is not using Vermont maple syrup in its oatmeal, and the state claims it’s their goal to work with McDonalds to meet all regulations.
Anyone who has worked on a branding campaign before can tell you, a single word can forever define a product: Xerox, Kleenex, Coke. So it’s hard to know if this is a struggle to protect the purity of maple or the next step in the war against fast food.