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The Bird-Friendly Maple project is a program of Audubon Vermont. The goals of this first-in-the-nation program are to educate maple producers about best practices for sustainable sugarbush management, to give retailers the opportunity to carry and promote a premium product that supports sustainable environmental practices, and to build consumer awareness and appreciation for this unique program, which promotes habitat diversity and stewardship.
How can we communicate about a science-based program in a way that motivates the three diverse audiences essential for its success to participate — for the long term?
Marketing Partners collaborated with Audubon Vermont, Vermont Maple Producers' Association and the Vermont Department of Forests, Parks and Recreation to develop a project strategy and grant applications for research to assess potential producer participation and consumer interest.
We will drive sustainable success with consumer brand recognition, growing awareness and understanding of what bird-friendly habitat means, plus shelf appeal to support retail sales of maple syrup for producers participating in the program.
Posters and flyers explaining the need and benefits of the bird-friendly habitat program help educate customers of participating maple producers and retailers.
Each participating maple producer knows that the bird-friendly labels will be visible and practical— regardless of their production volume, equipment, or jug size.
As retail increasingly moved online, we developed program-branded digital web badges for the online stores of participating maple producers and retail stores.