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VitaBug [SMART 100, 2017]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

We are big bug eaters and want to share how tasty, healthy and sustainable they are with as many people as possible! We wanted to make it easier to for people to eat insects regularly, so well looked at the food around us and observed that people found it easier to try new foods when they were disguised in something else or don’t look like the animal they came from. We decided to try grinding our crickets into a fine powder, and we’ve has amazing results!

2. WHAT & HOW

The purpose of this innovation is to…

Make it easier for general consumers to try eating insects for the first time. The powdered form means you can use it in curries, a stir fry or even a cake. It’s high in protein, micronutrients and essential amino acids.

It does this by…

Keeping the sustainability, healthy and delicious elements of eating insects without all the antennae and legs! The special smooth powdered form means theres no wings in your teeth but you’re still being socially responsible and healthy by eating it. Can you say Future Food?

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

Some customers can cringe when they look at eating a whole cricket, but by grinding them into a powder, more customers are filling their tummies with chirpy goodness. The powdered form means its more flexible to use and because it doesn’t have a strong taste itself, seamlessly blends into the every day dishes you already make at home.

Its various benefits to the customer/end-user include…

By replacing one meat-based meal every week with a meal of edible insects, you can save over 100,000L of water every year. The powder itself is part of a balanced diet, with loads of good stuff tokeep your body healthy.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

We’ve been selling whole crickets for 10 years now, and while they are delicious and allot of our customers agree, we want to make it as easy as possible to eat insects and use them as part of a balanced diet for more customers. Enter the powdered cricket, bang, more customers.

Its predecessors/competitors include…

Traditional forms of livestock such as cows and pigs normally dominate this space, but with the future of our food security at stake we need to develop new food products with more sustainable food practices.

5. TARGET MARKET

It is made for…

…hipsters, health nuts, socially conscious, foodies, chefs, home makers and more. We love that all of these people are jumping to get our products but most importantly we made this for our kids, and your kids and the next generation. If we don’t start taking a look at our food practices now and developing more sustainable farming techniques, we won’t have a food future. The growing population can’t cope with the way we farm at the moment, so we feel that we have the skills to start the movement towards a sustainable future.

It is available for sale through…

It is currently available through our website but will be available in retail packaging in health food and specialty stores in 2-3 months.

Our marketing strategy is to…

Social media is our friend! We encourage our customers to post about their journey into edible insects and the way they have incorporated them into their diets. We also have a couple of big names on board who believe in our products to help bring eating insects into normality.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

Maven Judge Vote: VitaBug – Smart 100 2017
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