By Matthew M. Thomas
In Québec, it is common for maple syrup to be packaged and sold in a unique round, flat-topped metal can, similar in size and shape to a large can of soup or crushed tomatoes. In other parts of the maple syrup producing region in Canada and the United States, maple syrup is more commonly packed in plastic jugs with handles, fancy glass bottles, or rectangular metal cans of various sizes. Today, Québec cans are filled with 540 milliliters of syrup, about the same as 19 fluid ounces, a little more than the 16 oz. American pint. When these cans were first introduced in 1952, they were marked with their container or net weight of 26 oz. and when Canada converted to metric in 1980 the cans began to be labeled in liquid volume of 540 ml.
Although, plastic, glass, and rectangular cans also see limited use in Québec today, maple syrup makers and consumers in Québec have hung on tightly to the Québec round can since its introduction, almost as a sort of identity marker and a reminder of their role as world leaders in the modern maple syrup industry. In fact, one could say this can, in particular the version with the design artwork of the Dominion & Grimm Company, has become iconic in Québec. So much so, that one can find the image of the can in pop artwork, on greeting cards, coffee mugs, refrigerator magnets, body tattoos, and even as a central theme of popular Montreal street artist Whatisadam!
Yet, there is a bit of mystery surrounding the details of the origins and introduction of this can. As recounted over the last few years in a few Québec publications, the Québec can was introduced as an option for syrup makers in 1952 following a 1951 contest asking participants to design a new and attractive label for this special sized can. That such a contest was held was known to be true, but beyond that, the details of the contest were thought to be lost.[1] It was a mystery who won, what the winning design looked like, and if that design was ever put to use . . . until now. My research with the digital collections in the National Archives of Québec has brought forward a number of important documentary sources and previously unreported details related to this contest. But first, some background on the introduction of the 26 oz. Québec can.
In the 1950s, Jules Méthot, chief of the honey and maple products division at the Québec Ministry of Agriculture, wanted to take advantage of the growing shift to buying goods from grocery markets. Méthot felt that the maple syrup industry in Québec would have greater success if they packaged syrup in smaller containers than the traditional one-gallon can. Méthot argued that the gallon sized can was cost prohibitive to the average household, and packaging syrup in smaller cans that could be consumed in a shorter period of time and would better preserve the unique flavors of pure maple syrup.[2]
Under Méthot’s leadership, a concerted effort began to promote the use of smaller cans for syrup. In 1951, the Ministry of Agriculture partnered with Les Producteurs de sucre d’erable du Québec, the influential maple syrup cooperative out of Plessisville, Québec, to sponsor a label design contest held at that summer’s annual Provincial Exposition in Québec City. It was no surprise that Méthot was working hand in hand with the cooperative. As a syrup maker himself, Méthot was involved in the formation of the cooperative from the very beginning and managed the cooperative’s Plessisville plant from 1928 to 1940.
In June 1951, announcements for the contest appeared in various newspapers calling for submissions of the most interesting designs for labels that could be attached to No. 2 and 2 ½ size metal food cans. These sized cans were round in shape and generally held about 26 oz. Moreover, the Continental Can Company and the syrup producers cooperative each contributed $50 for the cash for prizes to be awarded to the three winning entrants.[3]
My research has uncovered that over forty designs were entered in the contest, and on September 5th, 1951, the winners were announced at a reception at the Agricultural Pavilion at the Québec Expo before an audience of guests and government officials including Méthot; the Honorable Senator and Director of the syrup cooperative, Cyrille Vaillancourt; J.H. Lavoie, Director of the Horticulture Services at the Ministry of Agriculture; and Dr. Georges Maheux, Director of Information and Research Services at the Ministry of Agriculture.[4] According to news accounts of the reception, first prize was awarded to Mrs. Henri Brunelle of Batiscan, Second prize to Mr. Lionel Bégin, of Lévis, and third prize to Mr. H. Jacques, of Limoilou. Additional genealogical research suggests that Mrs. Henri Brunelle’s full name was probably Emilliana St-Cyr Brunelle.[5]
Furthermore, I was also able to locate a pair of photographs in the National Archives of Québec, taken at the 1951 Québec Exposition by noted Québec photographer Omer Beaudoin that illustrate a display of the entries of in the syrup can label contest.
If one zooms in closely, it is possible to see that three of the entries have unique tags attached to each of them, which probably mark the three winning entries. Unfortunately, the photos available online are not clear or close enough read the names on the tags or distinguish the labels.[6]
Following the results of the label design competition the previous summer, in February 1952 the producers’ cooperative began announcing to maple syrup producers that a new No. 2 sized sanitary can that will hold 26 oz. of syrup was now available for purchase to package and sell their syrup. Each can was produced with a color glossy lithographed label featuring Mrs. Emiliana St-Cyr Brunelle’s winning design. When using the new cans, syrup producers only needed to indicate the grade of the syrup and their name and address, which could be completed with a special stamp and ink the cooperative was happy to provide.[7]
A newspaper article from March 1952 indicated that the new 26 oz. tins were lithographed with three colors, red, white, and green. As it turns out, a number of maple antique collectors have preserved examples of these original 26-ounce yellow, red, and green lithographed cans.[8]
UPDATE: Since publishing this story, my friend and Québec maple historian, Réjean Bilodeau was kind enough to share with me photographs of an example of the 1952 can from his collection of maple syrup antiques. As can be seen in the photos, the can shows the same design as in the cooperative’s newspaper announcements with the above mentioned red and green colors, along with either a white that has discolored with age, or a creamy yellow. Also, as became standard on Canadian syrup cans, one side appears in French and the other in English.
Updated section added 1 December 2021
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Another early photographic of what appears to be a 26 oz. tin can be found in a 1952 Ministry of Agriculture Bulletin (No. 169) co-authored by Jules R. Méthot and Napoleon Rompré titled, L’érable à sucre du Québec. The bulletin includes a photo of two individuals examining a display of 26 oz. syrup cans with a caption that translates to “display of our maple products along our tourist routes.” The cans in this image do appear to show a maple leaf design, but one that looks different than the maple leaf design in the cooperative’s announcements for the availability of the new cans and does not look like it features a yellow background. At present. this is a new mystery can and maybe there are examples of this can sitting on a collector’s shelf . Perhaps another design entry from the 1951 competition?[9]
The cooperative had been packaging its syrup for many years under the brands of Citadelle and Camp. Through the 1930s and 1940s, their syrup and maple butter was packaged in both bottles and cans of various shapes and sizes. For the most part, cooperative members delivered the majority of their syrup in bulk barrels to the cooperative to be blended, marketed, and sold under the Camp and Citadelle labels. Advertisements show that by July 1952, grocery stores in Canada began to sell Citadelle brand syrup in 26 oz. tins. According to a history presentation on the cooperative’s website, the producers’ cooperative changed its Citadelle label in 1957 to a distinctive design of a red, white, and blue shield over yellow and white vertical stripes.[10]
However, a film dating to 1955 and produced by the cooperative and available in the BANQ archives clearly shows the yellow and white stripe motif with the red, white, and blue shield in use on rectangular metal cans and more importantly on round 26 ounce cans.
Cooperative members were also free to engage in local and direct sales of their syrup, packed in containers of a gallon or less in size. Although the announcements for the new 26 oz. cans were placed in newspapers by the producers cooperative, these cans were not meant for exclusive use by cooperative members. In fact, Méthot and the Québec Ministry of Agriculture wanted all syrup makers, whether or not they belonged to the cooperative, to start using them to sell syrup to customers. These cans were printed without any brand names and included a space for the syrup maker to add their name and address.[11]
In the US, unbranded, lithographed cans were introduced for filling for direct sale by syrup producers by S. Allen Soule out of Fairfield, Vermont in advance of the 1948 season. In contrast to the Québec can, Soule’s cans were all rectangular in shape and initially came out in larger sizes of quart, half-gallon, and full-gallon volumes.[12]
The Québec can was not the first use of a round colored lithographed metal can in sizes less than a quart for packaging maple syrup in Canada or the US. Prior to this time, a number of syrup packing companies sold both pure and blended maple syrups in round cans of various sizes under their brand names. For example, the L.L. Jenne Maple Sugar and Syrup Company, LTD., out of Sutton, Québec sold syrup in 2 ½ and 5 pound round sanitary cans as early as the 1920s.[13] The cooperative itself sold tall round cans with a screw top under the Camp brand in the 1930s and 1940s. However, the Québec can in interest here was Québec’s first unbranded and generic lithographed can for individual syrup makers to pack their syrup for direct or local sale.[14]
It should also be pointed out that these No. 2 cans holding 26 oz. did not replace the one-gallon metal cans, they merely added a new sized and shaped container that made it easier for producers to get their syrup on the grocery store shelf, and easier and more attractive to those purchasing syrup. In fact, the larger sized cans in sizes of 5 liters or less, have never gone away as an option for Québec syrup makers to fill and for consumers to buy. Unlike the larger sized tall rectangular cans that had a screw-on cap and a pour spout, packaging syrup in these round sanitary cans required syrup makers to close and seal the can by attaching a lid over the entire top portion of the can. This form of closure required syrup makers to invest in a specialized can sealer, either hand powered or the more expensive power-operated can sealer.
Although it was the cooperative, with the nudge from Méthot at the Ministry of Agriculture, that led the way in promoting and making possible the introduction of the 26 oz. tin, by no means was the producer’s cooperative the only source in Québec for 26 oz., No. 2 cans for packing syrup. The most iconic design to appear on these sized tins was introduced in 1955 by the Dominion & Grimm (D & G) maple syrup equipment company.[15]
Their design features a square red banner with the words “Pure Maple Syrup” above a sugarbush scene with a sugar house painted red. Dominion & Grimm first introduced this four-color lithographed design on tall rectangular -shaped one-gallon tins in 1955, but a few years later were offering the design on rectangular gallon, half-gallon, quart cans, and the infamous 26 oz. round cans. The earliest dated example I have found so far of the D & G round can is from their 1961 catalog. D & G’s beloved design continues to be in use after over sixty years.[16]
It is interesting that Dominion & Grimm did not appear to get on the band wagon for a 26 oz. sanitary can for maple syrup in Québec sooner than sometime after 1955, considering that the Dominion Company (before it combined with Grimm Mfg. LTD in 1953) had been selling canning and sterilizing equipment for years and was selling sanitary cans, for packaging honey, including the No. 2 size can, as early as 1953. [17]
For the greater part of the 1960s and 1970s, the only Québec cans available were manufactured by D & G. In the 1980s, a few Ontario based can makers and equipment dealers, such as Peter Stransky and Robson-Smith Sugar Bush Supplies introduced their own 540 ml round cans presumably for the Québec market, although those particular Québec cans did not appear for very long in their advertisements.
Although the producers’ cooperative led the way with introducing the size and shape of the Québec can, the D & G design became the iconic and most recognized design. But who is to be credited with that design!? One Québec historian described the D & G can as one of the most celebrated commercial designs in Québec history![18] In essence there were two mysteries of the Québec can, first who submitted the winning designs in the contest to introduce the Québec can and how were they used, which I have solved. The second, the question of the artist behind the most famous and lasting D & G image on the Québec can, still eludes us.
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UPDATE: Since posting the original article further research uncovered additional information about who may be credited with the design of the Dominion & Grimm can. See my post from February 11, 2022 for more details.
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With a little deeper digging and maple history detective work, I was able to learn a bit more about the story of the design contest that jump started these cans. With this knowledge, we are permitted to re-congratulate the winners, Emilianna Brunelle, Lionel Bégin, and H. Jacques and acknowledge the role they had in the origins of the famous maple syrup can Québec.
Updates – 1 December 2021 and 11 February 2022 and 23 September 2023
Acknowledgements: Special thanks to Québec maple historian, Pierre Rheaume, for sharing information related to this story and also to Ontario maple industry expert Bev Campbell for sharing information and images of containers from Ontario. Additional thanks to Réjean Bilodeau for allowing me to share photographs of a preserved example of the cooperative’s original can from 1952 and thanks to Maxime Caouette for calling to my attention the 1955 film by the Citadelle cooperative.
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[1] “La <<canne>> de sirop d’érable,” Potagers d’antan: découvrez les fruits et legumes rares du Québec 18 March 2016; Nathalie Atkinson, “The mystery of the classic Quebec maple syrup can,” The Globe and Mail, 27 February 2017; Si l’érable m’était conte” 1920 – 2020: un siècle d’acériculture au Québec. Prodcuteurs at productrices acéricoles du Québec. 2020, 22.
[2] Claude Choquette, “l’industrie des l’érable: hier et . . . aujourd’hui,” Le Bulletin des Agriculteurs, April 1951, 12-14; “Montmorency: pour stimuler la vente des produits d’érable,” Le Bulletin des Agriculteurs, April 1952, 83; “C’est le temps des sucres,” Le Progres du Golfe Rimouski, 14 March 1952, 4; J.R. Méthot and Nap. Rompré, L’Érable à Sucre du Québec, Bulletin No. 169, Ministère de L’Agriculture, Québec, 1952, 39; “Captivante causerie au club Kiwanis,” Le Canadien 9 April 1958, 1.
[3] “Qui Presentera Les Plus Belles Etiquettes?,” La Patrie 13 June 1951, 9; “Qui présentera les plus belles étiquettes?,” L’Action Populaire 14 June 1951, 7 ; “Qui présentera les plus belles étiquettes?,”L’Action Catholique 14 june 1951, 10.
[4] “Proclamés “rois” du miels et du sirop d’érable,” L’Action Catholique Quebec, 6 September 1951, 2.
[5] “Proclamés “rois” du miels et du sirop d’érable,” L’Action Catholique Quebec, 6 September 1951, 2.
[6] National Library and National Archives of Quebec (BANQ) accession numbers E6,S7,SS1,88159 and E6,S7,SS1,P88160.
[7] “Aux Producteurs de Sirop D’Érable,” Les Bulletin des Agriculteurs, February 1952, 80.
[8] “C’est le temps des sucres,” Le Progres du Golfe Rimouski, 14 March 1952, 4;
[9] J.R. Méthot and Nap. Rompré, L’Érable à Sucre du Québec, Bulletin No. 169, Ministère de L’Agriculture, Québec, 1952.
[10] “Citadelle Brand Pure Maple Syrup – 26 oz. tins 90 ¢,” Ottawa Citizen, 3 July 1952, 2, also see Citadelle website: https://www.worthpoint.com/worthopedia/vintage-maple-syrup-sirop-erable-1755762625https://expositioncitadelle.wixsite.com/expositioncitadelle/qualitypolicy?lightbox=dataItem-ioa9nkb8;
[11] “Aux Producteurs de Sirop D’Érable,” Les Bulletin des Agriculteurs, February 1952, 80.
[12] See History of Maple Syrup Cans – Color Lithographed Cans https://maplesyruphistory.com/2019/10/18/history-of-maple-syrup-cans-color-lithographed-cans/
[13] “JENNE’S Finest Quality Maple Syrup and Sugar,” Ottawa Citizen, 7 December 1926, 13.
[14] C. Vaillancourt, L’Industrie du Sucre d’Érable dans la Province de Québec, 1932, Les producteurs de sucre d’érable de Québec. Manufacture: Plessisville, Québec. see back cover of recipe booklet.
[15] “Suciers! Obtenzez un meilleur prix pour votre sirop en utilisant nouveaux les bidons (1 gallon) Lithographiés en 4 couleurs ,”Les Bulletin de Agriculteurs, December 1955, 58.
[16] Saison 1961 Catalogue D’Équipements et D’Accessiores de Sucerie Fabriqués par Dominion & Grimm, Inc. Montreal, Québec.
[17] Home and Community Canning 1953 by Dominion & Grimm, Inc. Montreal; Evaporator Company Histories – Dominion & Grimm https://maplesyruphistory.com/2019/03/11/evaporator-company-histories-dominion-grimm/
[18] Si l’érable m’était conte” 1920 – 2020: un siècle d’acériculture au Québec. Prodcuteurs at productrices acéricoles du Québec. 2020, 22.