Beverage + Terroir #002 | Patrick McFern, Product Owner at Pivohub

Powered by Pivohub | B2B e-commerce solution dedicated to craft and specialty food & beverages.In the craft beverage world, passion often leads the conversation: the ingredients, the brewing process, the terroir. But behind every successful brewery, distillery, or food producer lies something very important— logistics.Orders. Distributors. Retailers. Sales teams. Inventory.For many producers, especially smaller craft operations, these systems still rely on a patchwork of spreadsheets, emails, phone calls, and handwritten notes. It’s a reality that hasn’t changed much over the past decade, even as the food and beverage industry has exploded across Canada.That’s where PivoHub enters the picture.The Quebec-born technology company has quietly built one of the most widely used B2B ordering and sales platforms for beverage and food producers in Canada. Designed to connect producers, distributors, retailers, and agents within a single ecosystem, the platform aims to simplify one of the industry’s most complex challenges: getting products from maker to market.At the center of that effort is Patrick McFern, PivoHub’s Product Owner, whose job sits at the intersection of technology and the day-to-day realities of the beverage business.“Producers were making incredible products,” McFern says. “But the sales infrastructure behind it was often messy. We saw spreadsheets, Post-its, emails, and a lot of manual processes.”The insight led the PivoHub team to build a collaborative digital platform capable of replacing much of that workflow. The goal wasn’t simply to digitize orders but to create a shared environment where everyone involved in a sale could access the same information in real time.Unlike traditional CRM tools, which often operate within a single company, PivoHub functions more like a network. Producers can connect directly with buyers, distributors can coordinate logistics, and sales teams can track relationships — all within the same interface.And as Canada’s beverage and food industries continue to evolve, the infrastructure connecting producers to markets may prove just as important as the products themselves.