If all it means is an extra 8% profit, we are going to miss the boat. We have to use that 8% first to get ahead of our competitors from the United States and then to give ourselves some breathing room so that we can get our product known.
Over the years, Quebec maple syrup producers have invested about $4 million in promoting and researching the product. Each dollar invested in promotion has generated between $4 and $5 in profit. In addition, the investment is sustainable.