Module 6 – Marketing Strategies for Insect Consumption in Gastronomy

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About Course

Module 6 Syllabus

Course Content

Unit 1 – Introduction to Marketing Insect Gastronomy
• Explanation of why insect consumption, though ancient in some cultures, faces perception challenges in Western markets. • The power of marketing to bridge the perception gap using narrative and emotional connection (e.g., sushi’s journey to mainstream success). • Overview of course topics: audience analysis, branding, overcoming stigma, digital marketing, regulatory considerations, and case studies.

Video – Introduction to Marketing Insect Gastronomy
Course Support

Unit 2 – Understanding the Market Potential
● Overview of the edible insect market: $1 billion today, projected to reach $8 billion by 2030 (24% CAGR). ● Key demographics: environmentally conscious consumers, health enthusiasts, foodies, and flexitarians. ● Consumer concerns (e.g., fear of the unknown, cultural stigma) and opportunities (e.g., product diversity, sustainability trends). ● Importance of market research to address challenges like regulations and supply chains.

Unit 3 – Branding and Positioning Insect-Based Products
• Definition of branding: identity, values, and promise; its role in differentiation and trust-building. • Strategies for brand identity: core values (e.g., sustainability), personality (e.g., gourmet vs. approachable), and visual design (e.g., earthy tones). • Positioning options: gourmet cuisine, health focus, sustainability champion, or everyday convenience. • Overcoming the "yuck" factor through visual design, language, and storytelling (e.g., sushi analogy).

Unit 4 – Marketing Channels and Strategies
• Categories of marketing channels: digital (websites, SEO, PPC, email), social media (Instagram, TikTok, X, LinkedIn), content marketing (blogs, videos), traditional media (print, radio), and events/partnerships. • Digital strategies: website as a storefront, SEO for visibility, PPC for targeting, email for loyalty. • Social media tactics: platform-specific content (e.g., Instagram recipes, LinkedIn thought leadership). • Practical examples: tasting events, chef collaborations, and data-driven optimization using analytics.

Unit 5 – Regulatory and Ethical Considerations
• Leveraging food safety regulations (e.g., EU Novel Food Regulation, FDA standards) as a trust-building tool via certifications and transparency. • Ethical marketing: sustainable farming (e.g., reduced water use), humane practices, and community impact stories. • Addressing consumer concerns: safety, allergens, and environmental benefits through campaigns. • CSR initiatives: community engagement, environmental projects, and social causes as marketing assets.

Unit 6 – Case Studies and Future Trends
• Case Study 1: Chapul (USA) – Educational marketing, strategic branding, and flavor innovation with cricket protein bars. • Case Study 2: Entomo Farms (Canada) – Scaling supply chains, transparency, and chef collaborations. • Top European providers: Protix, Ÿnsect, Tebrio, etc., with product offerings (e.g., cricket powder, mealworm protein). • Future trends: product diversification, technological advancements, mainstream acceptance, and regulatory support.

Proficiency Test

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