Par Leonardo Calcagno

Powered by Pivohub | B2B e-commerce solution dedicated to the food & beverage industry.

Welcome to Terroir & Beverage, recorded live from SIAL Canada 2026 in Montréal.

Every year, SIAL offers a glimpse of where the food and beverage industry is heading—not just next season, but over the next decade. It’s where manufacturers, ingredient suppliers, startups, and established brands come together to explore what consumers will eat and drink tomorrow.

For BaronMag and our partner PivoHub, this marks nearly ten years of walking these aisles, looking beyond product launches to understand the ideas quietly reshaping the industry.

Today’s conversation is a perfect example.

Most breweries don’t spend much time thinking about mushrooms. But perhaps they should.

As consumer demand shifts toward healthier products, clean-label ingredients, functional beverages and sustainable production, breweries are beginning to look well beyond hops, malt and yeast for inspiration. From non-alcoholic beer and functional drinks to alternative proteins and fermentation technologies, the boundaries between food and beverage continue to blur.

Our guest is Asha Wheeldon from Maia Farms, a Canadian company developing clean-label mushroom ingredients for food manufacturers across North America. Founded by a farmer, an engineer and a neuroscientist after winning a NASA Deep Space Food Challenge, Maia Farms represents a new generation of ingredient companies thinking differently about nutrition, sustainability and food security.

What can breweries learn from a mushroom company?

Quite a lot, as it turns out.

Whether you’re brewing beer, developing ready-to-drink beverages or simply wondering where the next wave of innovation is coming from, this conversation offers a fascinating look at how tomorrow’s beverage industry may be built.

The future of beer may not depend solely on better hops or new yeast strains.

linkedin.com/company/maia-farms/ | https://maiafarms.com/

Baron Mag & PivoHub: New Content and Strategic Partnership

In partnership with PivoHub, Baron Mag has launched a series of interviews and articles highlighting their partners and the food industry landscape in Québec and Ontario. This series will showcase emerging food entrepreneurs and provide insights into the latest trends and best practices within the sector.

Objective: To better understand the food industry and provide data-driven insights to help businesses improve performance and efficiency.

Partnership with PivoHub

The series will also demonstrate how PivoHub can support your business through its order management and data tools, helping companies optimize operations and gain actionable insights.

Interested?

To discover PivoHub or to promote your food business, contact: [email protected]

For demos and more information: [email protected] or visit PivoHub.

About Beverage + Terroir

As the beverage and beer industries evolve, so too does the media that covers them. For several years, we’ve been reporting on the industry outside of Quebec in English through our Baron Mag and BBQ (Business of Beer of Quebec) podcasts.

With Beverage + Terroir, we’ve expanded our coverage to encompass beer, beverages, and food, providing a comprehensive look at the entire industry and its complex interconnections. The podcast explores not only trends, innovations, and market shifts, but also the people, places, and processes that define the craft, commercial, and artisanal sectors across Canada, the USA, and beyond.

Beverage + Terroir aims to give listeners a deeper understanding of how local ingredients, regional terroir, and industry dynamics shape the drinks we enjoy — from pint to plate.

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• Beer and Brewing — proudly presented by Innomalt, highlighting malt, brewing, and its role in craft and commercial brewing.

• Terroir and Industry — brought to you by Pivohub, showcasing the people, places, and processes that define the food production and industry.

• Beverage  — presented by CanMan, covering trends, technologies, and innovations across the wider beverage landscape.

• Many other things to come.

Together, these partnerships allow Beverage + Terroir to deliver a 360-degree view of the industry, from ingredient to glass, and from local craft to national trends.