The word terroir conjures unique European flavours and landscapes, flora and fauna, champagne and Parmigiano-Reggiano. As global trade, brand marketing, and niche competition grew in the past half-century, terroir—and authentic, identity-rich products overall—has also grown in both scope and value.

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Speaking to Delve's Robyn Fadden, McGill University Desautels Faculty of Management Professor Robert David discusses his research on the emerging lucrative realm of Quebec terroir, and how products like Quebec cheese fit within it, showing how terroir has flourished not only for its flavours but as a phenomenon crafted by overlapping social, cultural, and even political factors.

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