Harvested from both intensive sugar maple stands and diverse mixed forest ecosystems across Ontario, maple syrup is an important rural and Aboriginal non-timber forest product that contributes to social, economic and environmental sustainability. This paper presents our ongoing work to map Ontario’s maple syrup value system from two different perspectives, Aboriginal and non-Aboriginal. In the economic sense, analyses of value systems are useful for members to identify the opportunities and challenges they are facing to advance industry growth and innovation. In the social and environmental sense, these analyses provide a window into how different worldviews and belief systems can lead to more effective and sustainable maple production. A value system is the inter-connected network of firms and activities that comprise an industry from the supplier to the consumer that is focused on quality and efficiency rather than costs. In this project, we pushed the boundaries of the traditional business approach, to incorporate sustainable development thinking and re-imagine the mapping according to Aboriginal ways of knowing. We undertook thirty four interviews representing Aboriginal and rural industry members and other key informants. We compare and contrast the rural and Aboriginal models of the value systems and conclude by providing insights useful for community forestry operations.