Well, the short answer is - it tastes great! The longer and more complicated answers are below...
Aside from flavoring, the main reason we focused on maple syrup is sustainability. In producing maple syrup, the host tree is preserved and re-used year after year. This is not the case for traditional sugar crops, which require expensive fertilization, refinement, and significant environmental impacts.
OUR PRODUCT IS FOR EVERYONE:
Sugar has a lot of hidden issues in how it is made / refined & not all sugar is created equal. We wanted something anyone could buy and not worry about what was in it / how it was made. Diabetics / Omnivores / Vegetarians / Gluten-watchers / Vegans... we all deserve the right to not have to worry about what we are putting in our bodies, and the environmental impacts associated with it.
To start with, the bleaching & refining compounds used by many sugar producers rely on substances like Bone-Char from cattle processing and animal byproducts. This means that products using such sugars are not Vegan & Veggie friendly... and I wanted to make a product that EVERYONE can consume.
What about non bleached sugars - like beet sugar?
One of the byproducts from beet sugar (one of the most common used sugars) is hydrogen cyanide. In sufficient quantity, this can be a toxic chemical that kills through metabolic asphyxiation (meaning it destroys your body's ability to use oxygen). Many of the refineries dispose of this through legalized dumping in water supplies (to render it inert via dilution). While this is indeed a safe handling practice, it has been theorized that over long periods of time the dumping process can accumulate and kill local fisheries through buildup of the toxin. We would rather not take the chance any of these theories are true, especially when there are better alternatives.
A CLEAN CONSCIOUS:
So, we turned to the lovely maple tree for our source of goodness - Maple Syrup. You don’t kill the tree, and you don’t rely on anything other than heat & boiling to refine it. The byproducts are simply water-vapor and the reduced tree sap... aka: maple syrup.
Besides, it tastes awesome & is made 100% in the US by sustainable manufactures.