A change is currently underway in the Québec maple syrup industry in order to restore the product to its former glory. Its use has typically been relegated to breakfast and the traditional sugar shack. Plus its packaging in a can does nothing to promote its full culinary potential. The 29 Février products democratize maple syrup and its labels hint at culinary possibilities. The tagline—Sirop d'érable d'occasion, 366 jours par année (Maple syrup for all occasions, 366 days per year)—and the elegance of the packaging make it a product to be displayed with pride on the kitchen counter.