How to Promote Food Brands with Influencers

How to Promote Food Brands with Influencers

Influencer marketing. You see it all the time – the Instagram models with #ad in their caption, pushing the cute jeans they’re wearing or the blue gummy hair vitamins. If you’re unfamiliar with this trend, you need to crawl out from under your rock, hop on any of the major social media platforms, and take a gander at the advertising age of branded content. It makes sense – YouTube or Instagram influencers have a lot of market power, as they are more relatable than traditional celebrities and have very loyal fan bases. And, most importantly, many reach most brand’s ideal market: the elusive millennial.  

Why Influencers and Content Creators Matter (Even to Bug Companies)

These influencers are, well, quite influential. And it’s not just products they are promoting – it’s a restaurant, an experience, a vacation destination, a way of living, and more. I’m particularly interested in the trend of influencers promoting ideas. Sometimes they start trends, and other times they are the spark that catalyzes a movement into the limelight. Whereas we are accustomed to tuning out traditional advertising, influencer campaigns have not just the “views” or “impressions” required to make an impact, but they also command the genuine attention of their fans.

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Exploring Grilo Cricket Energy Bars

Exploring Grilo Cricket Energy Bars

All natural, organic, dairy free and complete protein products made with cricket powder. This is the promise made by Byron Bay (Austrailia) based company Grilo. Grilo means “cricket” in Portuguese.

On their site, they write, “According to the dictionary, a cricket is a brown or black insect that makes short, loud noises by rubbing its wings together. For us it means much more than that.” I love it.

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Company Highlight: Coast Protein Cricket Protein Bars

Company Highlight: Coast Protein Cricket Protein Bars

Around 40 years ago the U.S. did not relish the idea of consuming raw fish. Many, in fact, even considered eating raw fish barbaric… something for the uncultured or poor. Now sushi is a thriving industry. All it took was some clever branding, the California Roll, and time.

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Lookout Landlords and Regulators – Insect Businesses Set to Grow.

Lookout Landlords and Regulators – Insect Businesses Set to Grow.

“Try finding a landlord that lets you raise 5 million crickets in his building…” I hear a soft chuckle on the other end of the line. “Yeah – we’re excited to expand but there’s a lot to consider!”

I’m speaking with James Williams, owner of Crunchy Critter Farms. Williams, along with Sean Schultz, Brian Battle, Elliott Blair, and Alex Schneider started Crunchy Critter Farms in 2016 to raise wholesale quantities of crickets for human consumption.

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The Importance of Spurring Ento-Innovation

The Importance of Spurring Ento-Innovation

Insects have the potential to become an excellent famine-relief product. The thing is, not enough time or effort has been put into insect product practices by today’s entrepreneurs.

[Insect] production practices are just too expensive. Everything from how we farm them to how we render them into a food product can be exponentially improved.”
—Harman Singh Johar

Many, not surprisingly, face a huge mental barrier when faced with the idea of eating insects. Consider it the “ICK-factor.” It’s a huge deal in your mind, until you put a bug in your mouth, start chewing, and think “Eh – it’s kinda good!”

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