
From NASA to Your Lasagna: Inside Maia Farms' Award Winning Mushroom Protein with Jason Mackay and Asha Wheeldon: SIAL Summer Bonus Episode
Recorded live on the show floor at SIAL Canada in Montreal, this Summer Bonus episode of The Food Professor podcast marks a first: an ingredient company winning the show's startup pitch competition. Michael LeBlanc and Dr. Sylvain Charlebois sit down with Asha Wheeldon, Founder and CEO of Kula Foods and a member of the Maia Farms team, and Jason Mackay, Chief Marketing and Sales Officer at Maia Farms, just hours after the Vancouver company added more hardware to its trophy shelf. Maia Farms makes functional mushroom food ingredients. The company combines oyster mushroom powder with Canadian yellow pea protein and extrudes it into grounds, shreds, chunks and strips that mimic ground beef, pulled meat and chicken. The result is 66 per cent protein per 100 grams, a heavy dose of fibre and iron, a two-year shelf life and no cold storage required. Crucially for manufacturers, the extrudates survive the retort process where soy and pea proteins break down, which is why 100-year-old Pembroke, Ontario soup canner Sprague Foods signed on as a partner. Asha explains how a two-and-a-half-minute pitch built on storytelling rather than numbers won over the judges, and why trust and partnership are Maia's real proof points, including work with the Greater Vancouver Food Bank that has helped feed hundreds of thousands of families. Jason unpacks the technology behind the ingredient and what comes next: cracking mushroom mycelium at commercial scale through liquid fermentation, moving from 3,000-litre proof-of-concept batches to 20,000 litres, with global ingredient players like ADM and Cargill circling mycelium as a clean-label fat mimic and binder. The conversation turns to a bigger question Michael and Sylvain saw play out across the show: is Canada on the cusp of an ingredient renaissance? Pitch competitions usually reward consumer-ready products, from popsicles to upcycled coffee grounds. This year, the fundamentals of food won. The panel connects that shift to front-of-pack labelling, the clean-label push, manufacturers hunting for protein, fibre and iron without wrecking taste and texture, and the trust that Brand Canada's food safety reputation carries into export markets. They also tackle affordability. With beef and chicken prices climbing, Sylvain's "protein orphans" are being left behind, and GLP-1 users are pushing protein demand higher still. A shelf-stable, high-protein ingredient that disappears into a lasagna or pasta sauce when seasoned properly is a genuinely different answer to food insecurity. Plus: what winning an award actually does for a young company, why Maia was the only mushroom ingredient supplier on the SIAL floor, and the company's plan to bring business home to Canada after building traction in the US, Mexico, Singapore and Japan. A smart, optimistic listen on where Canadian food innovation goes next. About UsDr. Sylvain Charlebois is a Visiting Professor in Food Policy and Distribution at McGill University and a Professor in Food Distribution and Policy in the Faculty of Management at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University.Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. He is one of the world’s most cited scholars in food supply chain management, food value chains and traceability with over 775 published peer-reviewed journal articles. Dr. Charlebois is also an editor for the prestigious Trends in Food Science Technology journal. He co-hosts The Food Professor podcast, discussing issues in the food, foodservice, grocery and restaurant industries and which is the most listened Canadian management podcast in Canada. Every year since 2012, he has published the now highly anticipated Canadian Food Price Report, which provides an overview of food price trends for the coming year. Furthermore, his research has been featured in several newspapers and media groups, nationally as well as internationally. He has testified on several occasions before parliamentary committees on food policy-related issues as an expert witness. He has been asked to act as an advisor on food and agricultural policies in many Canadian provinces and other countries.With extensive experience collaborating with businesses, governments, and NGOs, Dr. Charlebois combines academic rigor with practical expertise, making him one of the most influential voices in the global agri-food landscape. His work continues to advance the understanding of food systems, fostering innovation and resilience in a rapidly evolving industry. In 2025, he received the prestigious Charles III medal recognizing his tremendous work in informing Canadians about food issues. Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail, The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast. He has been recognized by the National Retail Federation (NRF) as a global Top Retail Voice for 2025 and 2025, and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.










