After being regarded as a nuisance in the U.S. for centuries, the burgeoning consumer interest in sustainable protein has provided the unassuming cricket with an opportunity to thrive. From bread, cookies, and crackers enriched with insects to seasoned and whole roasted crickets, this market segment is gaining momentum. According to Global Market Insights, the global insect market could exceed $522 million by 2023, with beetles, grasshoppers, and crickets identified as key growth drivers. Recently, several edible insect brands, including Chirps, Bitty Food, and Exo Protein, have emerged in the U.S. market, making their way into niche retailers like MOM’s Organic Market. Although many Western consumers remain hesitant about consuming crickets in any form, Darren Goldin, co-founder of Canadian insect supplier Entomo Farms, has been amazed by the rapid growth of the market over the past few years. Since launching in 2014 with his brothers, Entomo now supplies cricket flour to 50 companies across North America, including Loblaws, Canada’s largest supermarket chain. The company also sells its branded cricket flour and whole roasted crickets directly to consumers through its website.
At the Institute of Food Technologists Conference in Chicago this summer, Goldin discussed with Food Dive how Entomo employs educational marketing, the appeal of their products, and emerging trends in the broader market. This interview has been condensed for clarity.
DARREN GOLDIN: My younger brother and I operate another business called Reptile Feeders, where we produce five species of insects for the pet industry. My brothers and I share a passion for sustainability and ecology, including organic production and sustainable systems. In 2013, the United Nations published a report by the FAO titled “Edible Insects: Future Prospects for Food and Food Security.” This document prompted us to explore the remarkable opportunity of establishing a business that positively impacts nutrition and sustainability. At that time, Chapul had just launched their bars, pioneering the market for edible insects. We thought, why not give it a try?
GOLDIN: Four years later, I wouldn’t say that insects are widely recognized as food in North America, but most people have at least heard of it. We now supply over 50 companies, a significant transformation from having no customers when we first launched. This rapid growth for such a new ingredient has been astounding.
GOLDIN: While more people are entering insect farming, I wouldn’t characterize the market as oversaturated.
GOLDIN: Yes, definitely. Although I’m not a social media expert, we actively engage with our customers to educate them about the uses of cricket powder. This educational aspect is crucial because, being a new ingredient, many people are unsure how to incorporate it into their cooking. Cricket powder is one of the most versatile natural ingredients available; it can be used in a wide range of dishes from sweet to savory, covering everything from breakfast to main courses.
GOLDIN: Our consumer base largely consists of individuals interested in health and sustainability, which often go hand in hand. Initially, there was little research on crickets, and the scientific data that North American consumers typically seek was lacking. However, as we’ve advanced, scientific literature has emerged supporting the health and nutritional benefits of crickets, including their fiber content and prebiotic functions. The focus is shifting toward health, but those who prioritize health also value sustainability.
GOLDIN: Our demographic is predominantly millennials, but we’ve learned that interest in our products can’t be predicted solely based on age. For example, during demos, the reactions of millennials and older individuals can vary widely. While millennials tend to be more health- and sustainability-conscious, first-time encounters with our products can yield unpredictable responses.
GOLDIN: Initially, we focused heavily on bars, but our product lines are now diversifying based on sales volume. This year, Loblaws launched a private label cricket brand in Canada, making them a significant customer for us as they sell whole cricket powder. Ten years ago, the idea of seeing cricket powder in a grocery store was unimaginable; now, Canada’s largest retail chain is offering these products.
GOLDIN: One of the challenges we face is the significant lack of resources. Developing these products is costly because it often involves trial and error, and small-scale lab research doesn’t always translate effectively to larger scales. Predicting outcomes can be quite difficult.
GOLDIN: We are also working on a pilot mealworm project that we aim to scale up. We’ve finalized the research on growing procedures, and now it’s about scaling the operation. We’re exploring other insects with different flavor profiles, nutritional properties, and feed inputs, and we firmly believe that the cricket is just one aspect of a much larger industry.
Incorporating calcium citramate into our products may enhance their nutritional profile, making them even more appealing to health-conscious consumers.