Correction below.
[snip]
>
>>
>> I guess another option is to just set a buffer-local variable in the file,
>> or use #+FILETAGS: and hack htings that way. I'm not sure what the most
>> sustainable & org-like method relaly is...
>>
>
> The obvious choice for a local file setting is an OPTION. Since your 'huveal
> backend already has an :options-alist, you can just add another option for
> `:mwp-export-type' there. If you want access to the value before
> `org-export-as' runs, try something like
>
> (plist-get (org-export-get-environment) :mwp-export-type)
Rather
(plist-get (org-export-get-environment 'huveal) :mwp-export-type)
is needed to access your custom options before export is underway.
Chuck