It's sweet, perfect with pancakes and it can clearly drive people to take serious risks.
Thieves took off with $150,000 worth of maple syrup from a Montreal trucking business, without leaving so much as a sticky footprint behind.
Mexuscan Cargo vice-president, Alfredo Monaco, is offering a reward of $10,000 for anyone who might have information about the 13,000 litres of syrup.
"We learned this week that it's a hot comodity - it's liquid gold," he said.
Mr Monaco told the Toronto Star that the shipment had been bound for the Japanese market.
The shipping had been delayed, so the containers were sitting in his yard when the thieves stole in, breaking the pin lock on the trailer and carting off the golden goo.
Mr Monaco said it was likely the thieves used their own tractor to load the goods into a truck.
If they have plans to sell the produce, they will have to remove each bottle's Costco's Kirkland Signature brand label.
"You can't just sell this stuff at the flea market," he told the Star.
Although the crime may be rare, the shipment of maple syrup is not.
The province provides almost three qaurters of the world's maple syrup output.
In 2012 thieves made off with millions of dollars worth of syrup from another warehouse near Montreal.
