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Module 6 – Marketing Strategies for Insect Consumption in Gastronomy

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About Course

Dear Participant

Welcome to Module 6: Marketing Strategies for Insect Consumption in Gastronomy! We’re thrilled to have you join us on this exciting adventure, where you’ll unlock the secrets to transforming edible insects from a curiosity into a celebrated culinary trend. This course is your gateway to mastering the art of marketing in a field poised to revolutionize modern cuisine.

In the next six units, you’ll dive into a world of opportunity:

  • Discover how storytelling and perception can shift cultural attitudes toward insect-based foods, just as sushi conquered Western markets (Unit 1).
  • Explore the global market potential, from a $1 billion industry today to a projected $8 billion by 2030, and identify key audiences like eco-warriors and foodies (Unit 2).
  • Learn to craft compelling brands that turn the “yuck” factor into a “yum” experience with strategic positioning and design (Unit 3).
  • Master digital and hands-on marketing channels, from Instagram recipes to tasting events, to captivate your target audience (Unit 4).
  • Leverage regulatory compliance and ethics as powerful marketing tools to build trust and showcase sustainability (Unit 5).
  • Draw inspiration from real-world success stories like Chapul and Entomo Farms, and glimpse future trends that will shape insect gastronomy (Unit 6).

Each unit comes alive with engaging video lectures and downloadable PDF course supports, giving you the tools to not just learn, but act. Whether you’re a chef, marketer, or sustainability advocate, this module empowers you to lead the charge in making insect-based cuisine a mainstream sensation.

In order to follow your training process and receive a certificate at the end of the module, you need to register on the platform and enroll in the module. Although we strongly recommend you to register, you can access our training content without registering by using the links below.
Module 6 Syllabus
Unit 1 Video      Unit 1 Course Support
Unit 2 Video      Unit 2 Course Support
Unit 3 Video      Unit 3 Course Support
Unit 4 Video      Unit 4 Course Support
Unit 5 Video      Unit 5 Course Support
Unit 6 Video      Unit 6 Course Support
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Course Content

Pre Test for Module 6
The purpose of this pre-test is not to measure your knowledge, but to raise awareness about yourself. Reflecting on all the questions of the test, which is answered only once, will contribute to a better understanding of the content of the training.

  • Module 6 Questions

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.

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 for Module 6
In order to receive a certificate, you must answer at least 7 questions correctly in the Proficiency Test. You have 3 attempts.

Student Ratings & Reviews

5.0
Total 3 Ratings
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1
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LP
Leydi paola Angel suarez
3 months ago
Satisfactoria
HB
Hikmat Bouras
5 months ago
Muy buen curso. El contenido está bien organizado, las explicaciones son claras y el material es útil. Ideal para quienes están comenzando y quieren una base sólida. Lo recomiendo.”
FF
Francesco Fenga
6 months ago
Interesting

Project Code: 2023-1-ES01-KA220-VET-000150957

The project “Insects Innovation in Gastronomy (IIG)” is co-funded by the European Union. The opinions and views expressed on this website and in its content are solely those of the authors, the partners of the “IIG” project, and do not necessarily reflect those of the European Union or the Spanish Service for the Internationalisation of Education (SEPIE). Neither the European Union nor the National Agency SEPIE can be held responsible for them.