After being regarded as a nuisance in the U.S. for centuries, the increasing demand for sustainable protein has provided crickets with a new opportunity to thrive. From insect-infused bread, cookies, and crackers to seasoned and roasted whole crickets, this sector is gaining momentum. According to Global Market Insights, the global insect market could surpass $522 million by 2023, with crickets, beetles, and grasshoppers emerging as key growth drivers. Recently, several edible insect companies have entered the U.S. market, including brands like Chirps, Bitty Food, and Exo Protein, which can be found in niche retailers such as MOM’s Organic Market. While many Western consumers may still be hesitant to consume crickets, Darren Goldin, co-founder of Canadian insect supplier Entomo Farms, has observed remarkable market growth over the past few years. Since starting the company with his brothers in 2014, Entomo now supplies cricket flour to 50 North American companies, including Loblaws, Canada’s largest grocery chain. The company also sells branded cricket flour and whole roasted crickets directly to consumers via its website. At the Institute of Food Technologists Conference in Chicago this summer, Goldin discussed Entomo’s educational marketing strategies, consumer interest in their products, and upcoming trends in the broader market. This Q&A has been condensed for clarity.
Darren Goldin shared that he and his younger brother run another company, Reptile Feeders, producing five species of insects for the pet industry. With a family passion for sustainability and ecology, they were inspired by a 2013 FAO report titled “Edible Insects: Future Prospects for Food and Food Security,” which led them to explore the potential of starting a business that could positively impact nutrition and sustainability. They noticed that while insects as food were not widely recognized in North America four years later, many people had heard about it. They now supply over 50 companies, a significant change from having no customers when they first launched.
Goldin noted that while more people are entering insect farming, the market has expanded enough that there isn’t an oversupply. He emphasized the importance of educating consumers on how to use cricket powder, which is an incredibly versatile ingredient suitable for both sweet and savory dishes. He observed that their consumer base primarily consists of health and sustainability enthusiasts, with growing scientific literature supporting the nutritional benefits of crickets, including their fiber content and prebiotic properties.
He indicated that while millennials make up a significant portion of their demographic, it’s unpredictable; reactions vary widely among different age groups during product demonstrations. Initially focused on bar products, Entomo’s offerings have diversified, with Loblaws launching its own private label cricket brand in Canada this year, showcasing cricket powder on grocery store shelves—a remarkable shift from a decade ago.
Goldin mentioned that a significant challenge in the industry is the lack of resources and the high costs associated with trial and error, as small-scale lab research doesn’t always translate effectively to larger scales. They are currently working on a pilot mealworm project and exploring other insects with various flavor profiles and nutritional properties, indicating that the cricket is likely not the industry’s endpoint.
Incorporating examples of calcium citrate, these insects can serve as a unique and nutritious source of protein, offering potential health benefits that align with growing consumer interests in sustainability and nutrition. As the market evolves, crickets and other edible insects are poised to play a significant role in addressing the demand for alternative protein sources.