A6

By Mariela Frits

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ELGIN - A local manufacturer took its core product to showcase in Chicago with the aim to distribute its pure Canadian maple products in the Midwest region of the United States.

Brian Deveau, vice-president of sales and marketing of Steeves Maples, was among the 17 companies and organizations that formed the N.B. delegation of the Team Canada Atlantic mission to Chicago that stormed the Windy City from Nov. 16-20.

"It was very good and interesting," said Deveau. "We had the opportunity to meet with distributors for the Midwest region of the US."

Team Canada Atlantic trade missions allow for small and medium-sized businesses from Atlantic Canada to meet face-to-face with potential buyers, agents, distributors, and strategic partners in the US. Organizers equip participants with the knowledge, contacts and advice they need to make the best of their international opportunities before, during, and after the trade mission.

Since 1999, TCA has organized a total of 14 trade missions to the New England states, Atlanta, New York, Washington, D.C., Chicago and Florida. The missions have helped several hundred small and medium-sized businesses from Atlantic Canada meet with 3,665 agents and business owners from across the United States, resulting in more than $45 million in exports sales for TCA participants.

According to Deveau, this was an excellent opportunity for Steeves Maples to showcase their products in a new market.

"Our core export market is Australia, New Zealand, some places in Iceland, the Czech Republic and Taiwan," he said, "as well as some places in the west, but on this trip we got to meet with distributors that we don't get a chance normally to meet."

Chicago offers opportunities for Atlantic Canadian companies in a variety of sectors, including information communications technology, agri-food, beverages, fish and seafood products, life sciences, advanced manufacturing, including aerospace and defence, building and construction products, environmental industries and consumer products.

Deveau felt completely satisfied with the support Business New Brunswick provided to the delegation.

"They were absolutely fantastic, they took care of every detail and all the logistics," he said.

He was very impressed with the type of distribution brokers that were available to the companies and organizations.

"They opened up doors for us that we otherwise would not have access to, and the opportunities for networking were ideal," he said.

"It gave me the chance to know about other businesses in the region that can possibly develop business with us."

Steeves Maples had a booth where it showcased its products and its flagship item Original Canadian Syrup was used by chefs from the PEI culinary Institute in the preparation of maple glazed salmon and a maple fondue.

"The chefs did a fantastic job," said Deveau. "We had media and buyers sampling our products that evening."

It was the first time Steeves Maple has participated in a Team Canada Atlantic mission but Deveau said Chicago is a strategic location and they would probably develop business as the result of the trip.

He considered the Team Canada Atlantic trade mission an opportunity to showcase their products to potential distribution channels and buyers.

"Due to the terrible season last year, costs in the pure maple market have skyrocketed and supply is extremely low. This trade mission represents a significant opportunity for us with our Original Canadian products to illustrate the advantages like cost, taste, consistency and supply."

"I was not sure at first about Chicago, but once I was there I realized it is really a strategic location. What they called the Chicago wing encompasses a great region where many multi-national companies are based."

"Chicago alone has a consumer base of 24 million people and that's why large distributors are based there."

Deveau explained distributors usually represent big chain food stores or specialty chains that prefer to outsource logistics to a third part instead of dealing with the manufacturer. He is expecting new business to come out this experience.

"There are two (distributors) in particular," he said. "It will allow us to put our product across the Midwest region and sites such as North Carolina."

Steeves Maples (Canadian Syrup Inc.) has a proven knowledge of its product. The fifth-generation, family-owned maple syrup business has been in operation since 1869. While maintaining their heritage, the company is on the cutting edge of the food industry with the creation of their patented, 100 per cent natural Original Canadian syrup.

They're also a certified organic processor of maple syrup and continue to find value-added products for their syrups. They have a capacity of producing 20,000 pounds per day of bulk product.

Deveau is optimistic about the outcome.

"The business is growing every year and the more we distribute the product, the more market we acquire. And this will ultimately translate in revenues," he said.