Accessing the Human Consumption Market

Marketing Strategies for Human Food

1. The Superfood Angle

Don’t focus on the “insect” part; focus on the “benefits.”

• The Pitch: “More Iron than spinach, more Calcium than milk, and more B12 than beef.”

• Target: Gyms, Yoga studios, and Health food shops. Position it as a “Natural Protein Booster” for muscle recovery.

2. Flavoring for the Snack Market

Whole roasted crickets are the perfect “Beer Snack.”

• Popular African Flavors: Peri-Peri (Chili), Nyama Choma (Barbecue), or Sea Salt and Vinegar.

• The Texture: Ensure they are “snap-dry” and crunchy. A “soggy” cricket will never sell twice.

3. The Invisible Insect (Cricket Flour)

Many people who won’t eat a whole cricket will happily eat a cookie or porridge made with cricket flour.

• The Strategy: Sell “Enriched Flour” to bakeries or school feeding programs. A 10% mix of cricket flour into wheat flour doesn’t change the taste but triples the protein.

Market Segments for Human Consumption

Case Study: The Uji Plus Initiative in Western Kenya

A woman’s group in Kakamega realized that many children in their area were protein-deficient. They began milling crickets and mixing the flour with traditional millet and sorghum. They branded it as “Uji Plus.” They didn’t market it as “insect porridge”; they marketed it as “Growth Porridge.” Within a year, local clinics were recommending “Uji Plus” to mothers, and the group now employs 15 people to keep up with the demand for cricket farming.

Important Things to Keep in Mind

• Cleanliness is Public: If you sell for humans, your farm must be “surgery-clean.” Any visitor should be able to walk in and feel comfortable eating the product right off the tray.

• KEBS/Regulatory Approval: In Kenya, get your KEBS (Kenya Bureau of Standards) “S-Mark” as soon as possible. It is the only way to get onto supermarket shelves.

• Branding: Use professional photos of the prepared food (like crickets on a taco or in a bowl of nuts), not just photos of the bins.