Comparing Motivations, Learning Interests, and Barriers to Expansion Among Non-commercial and Commercial Maple Syrup Producers in Wisconsin

Abstract Maple syrup production can provide significant value to rural economies and contribute to the long-term sustainability of forest ecosystems. Producers’ experiences vary based on their type of sugaring operation, so foresters, Extension educators, and equipment suppliers can more effectively support the expansion of maple syrup production if they tailor their outreach to the needs of each type of producer. Drawing on a survey of Wisconsin maple syrup producers (n = 657), this study compares the motivations, confidence in forest management knowledge, interests in learning, interests in new behaviors, desire to expand, and barriers to expansion among three groups of maple syrup producers: non-commercial, small commercial, and large commercial producers. Most producers were motivated by spending time in nature, and as might be expected, commercial producers were more motivated by finances than non-commercial producers. All three groups expressed interest in forest health management. The producers most interested in expansion were those who already sell for income, who are motivated by finances, who have fewer seasons of experience, and are newer woodland owners. Key barriers to expansion included efficient sap collection and a lack of time for non-commercial and small commercial producers, while workforce availability and a lack of capital were key barriers to expansion for both groups of commercial producers. Based on these results, we provide recommendations for audience segmentation strategies to support maple syrup producers through education, marketing, and research.