A rivalry is intensifying in Quebec as the municipalities of Plessisville and Mirabel clash over competing titles related to the province’s maple syrup industry.
The dispute centers on the designation of “maple capital.” While Plessisville has been officially recognized as the “World Maple Capital” since 1993, the Office de la propriété intellectuelle du Canada recently granted Mirabel the title of “International Maple Capital.”
A Clash of Identities
Marc Morin, the mayor of Plessisville, has expressed strong opposition to the new title, describing the move as “identity theft” and a “publicity stunt.” He argued that the distinction between “world” and “international” is unlikely to be perceived differently by the public.
“It’s identity theft, they are tearing away our roots,” Marc Morin stated in an interview with Le Journal. “It’s a publicity stunt. Because, in fact, they [Mirabel] have nothing international at all.”
Located 235 kilometers from Plessisville, Mirabel’s mayor, Roxanne Therrien, has maintained that her municipality will not yield its brand. She contends that the two terms represent different strategic realities, and territories.
“Mirabel will not yield its brand,” Therrien stated. “The words ‘world’ and ‘international’ designate distinct realities, driven by different strategies and territories.”
Economic Stakes and Local Resistance
The tension comes at a time when the maple syrup industry serves as a massive economic engine for the region. Quebec produces more than 72% of the world’s maple syrup, a sector that generates approximately $235 million in taxes and duties and supports 12,600 full-time jobs.
Despite Mayor Therrien’s suggestion that the industry is large enough to accommodate multiple “champions” and her call for collaboration, local leaders in Plessisville remain firm. The council has already taken formal action, sending a letter signed by all mayors of the MRC requesting that Mirabel withdraw its title.
As the dispute persists, the situation may lead to further administrative friction or a prolonged standoff between the two municipalities. The industry’s official producers have chosen to remain neutral in the matter.
Frequently Asked Questions
What is the core of the dispute?
Plessisville is contesting the “International Maple Capital” title recently granted to Mirabel by the Office de la propriété intellectuelle du Canada, as Plessisville has held the “World Maple Capital” title since 1993.
How significant is the maple syrup industry in Quebec?
The industry is a major economic driver, accounting for over 72% of global production and generating roughly $235 million in taxes and duties while supporting 12,600 full-time jobs.
What action has been taken by Plessisville’s leadership?
The mayors of the MRC have signed a letter requesting that Mirabel withdraw its new appellation.
Do you believe the distinction between “world” and “international” is meaningful for regional branding?
