What food product could be more delightfully Canadian than pure maple syrup? Maple Roch founder Roch Fortin knew there was a market both at home and across the border for his growing social enterprise—he just needed help to get there. With support from Export Navigator, Maple Roch syrup is seeing sales climb to $1 million as it finds its way across the country and around the world.
Roch, a now-retired RCMP officer, spent several years serving in northern New Brunswick where he was first introduced to the unique flavour and small-batch tradition of maple syrup produced in the region. Inspired by the passion of the local maple syrup producing families, he committed himself to bringing this iconic Canadian staple to market while giving back to his community.
With a vision of helping many others delight in this special syrup, and a goal of offering employment opportunities to those with barriers, Roch opened Maple Roch in his retirement community of Summerland, B.C. in 2012.
The Early Days
In the beginning, bottles of Maple Roch syrup got into customers’ hands at B.C. farmer’s markets and fairs. “We were so small back then,” recalls Roch. “We were selling out of the back of a pickup truck.”
Year after year, customers would return to those markets looking for Maple Roch and the social enterprise grew steadily. The time came to take the business to the next level and to grow beyond B.C. In 2021, Roch connected with Export Advisor, Amber Piché through the Export Navigator program.
Picking a Path
“Export Navigator really pointed us in the right direction. Instead of focusing first on Eastern Canada or going south, we realized our business could grow substantially if we could get our products to western provinces,” acknowledges Rock.
After following their advisor Amber’s suggestion to attend select tradeshows, Maple Roch gained the opportunity to sell products in airports in Vancouver, Calgary and Edmonton; a perfect opportunity to showcase their uniquely Canadian product. The company also earned distribution with Sysco Canada, a major food supplier to restaurants, hotels and educational and healthcare facilities in the west.
The company has also increased production through improved efficiency, making them more competitive. “It’s not a race to the bottom. Our product is quality, but now we can bring our price point to a place where we can compete with the bigger brands,” explains Roch.
Growing Up
At Amber’s suggestion, Roch attended a two-day workshop in Seattle to learn how his Canadian business could comply with U.S. export requirements. He was introduced to a grocery distributor to better understand pricing models.
“It really opened our eyes. It’s a lot more complicated than just shipping out a pallet.”
Now Maple Roch is redesigning labels to meet U.S. guidelines, and the company has invested in marketing. The effort and rewards are stacking up. Prior to working with Export Navigator, sales peaked at $300,000. This year Roch is hoping the company will reach $1 million in sales.
“We are in a better financial position than ever before,” says Roch. “There are so many things happening and so many grants available, you could lose track. Amber points us in the right direction and combines a lot of these things together.”
A team of eight staff are busy helping to bottle a growing line of amber and dark syrups as well as maple-flavoured mustard, vinaigrettes, spreads, granola, barbecue sauce and apple chips.
Start the Journey
With help from Export Navigator, Maple Roch is well on its way to breaking its sales records and expanding its reach across the country. “We’re in a better financial position than ever before,” Roch shares.
He also has advice for others on the path to exporting.
“Once you get the information, it’s up to you to make it a success. Be ready to work. Your advisor will lead you in the right direction and from there, you move on forward. With exporting, you need the same tenacity that you had to start your business.”
