Food Business News - July 15, 2014 - (Page 30)

is just going to prevent it,'" Mr. Crowley said. "That sounded like a really good challenge to us, to address the cultural side. Everything we are doing at Chapul is to address the cultural aversion or cultural history." Chapul's company mission is to introduce insects into Western cuisine as a healthy, sustainable protein. He cited a scientist who suggests throughout our history, humans show a heightened awareness of insects. "It's because as foragers for thousands of years, we immediately needed to decide whether this little creepy What's for dinner? According to a 200-page 2013 report by the Food and Agriculture Organization of the United Nations, more than 1,000 species of insects are thought to have been used as food. Globally, the most commonly consumed insects are beetles (Coleoptera) (31%), caterpillars (Lepidoptera) (18%) and bees, wasps and ants (Hymenoptera) (14%). Following these are grasshoppers, locusts and crickets (Orthoptera) (13%), cicadas, leafhoppers, planthoppers, scale insects and true bugs (Hemiptera) (10%), termites (Isoptera) (3%), dragonflies (Odonata) (3%), flies (Diptera) (2%) and other orders (5%). FBN crawler was going to harm us or whether we should grab it and eat it as food supply," he said. While culture has removed this decision making, humans still have an immediate response to insects that must be understood by anyone who wants to promote consumption of insects, Mr. Crowley said. "Knowing that you need to address that is key, because when you are trying to make a rational argument, you need to wait for emotions to subside before you proceed," he said. "Expecting that response is key to how we present our product. I like to call it, instead of 'fight or flight,' it is 'squeal or meal.'" Mr. Crowley, trying to get past the cultural aversion, has done research into other industries that required an extraordinary cultural shift. The first was the market for lobster in the United States. He noted a time not too far in the past when the shellfish was not at all popular to the point that protesters objected as inhumane the serving of lobster to New England prisoners more than five days a week. "In the 1940s and 1950s, it went through a marketing campaign that was very successful obviously, because it is one of the highest cost per pound of any meat," he said. "It was marketing that got it from junk food to where it is today. "Another obvious one is sushi." Transitional products were key in helping sushi gain a foothold in the United States, he said. In particular, he cited selections like California rolls that were developed to help introduce APPLE FIBER POWDER -NO ADDITIVES - Americans to sushi, turning the seaweed inside the roll. "It's foreign visually to us as Americans," he said. "We haven't been eating seaweed. They eliminated that visual, so the emotional response is a little less. "We knew we had to do that. We took insects and took away the visual by milling them to flour. And we chose the energy bar for consumers who don't have insects in their diet." Chapul bars now may be found in retail store shelves with penetration growing steadily, Mr. Crowley said. Varieties of the company's bars are based on global markets where insects are eaten, including an Aztec- and Thai-themed bar. "What you need to do is fill a marketing need," he said. "We need to first Apple Fiber Powder is more than a great source of high fiber, a fruit extender, a natural thickening agent, a fat reducer and a low cost bulking agent... much more! BLUEBERRY FIBER NOW AVAILABLE! OTHER FRUIT FIBERS AVAILABLE UPON REQUEST 30 FOODBUSINESS NEWS RUSSELL@SACARLSON.COM | CALL 509.965.8333 | MAYERBROTHERS.COM ® AN SQF LEVEL 3July 15, 2014 COMPANY http://www.MAYERBROTHERS.COM

Table of Contents for the Digital Edition of Food Business News - July 15, 2014

Food Business News - July 15, 2014
ADM betting billions on flavor category
Bumper corn, soybean crops on the way
Dairy Business News - Managing the mouthfeel of dairy products
Table of Contents
Web Contents
Editorial - Food as medicine trend gaining momentum
Bob Evans trying to capitalize on chicken
Protein, gluten-free products coming from General Mills
Mars accelerating health and wellness strategy
Path cleared for Tyson to acquire Hillshire Brands
Nestle sells Juicy Juice business to private equity firm
Five profiles for protein-rich product development
Hormel adding muscle to its Specialty Foods business
Major C.P.G. manufacturers having trouble getting noticed
CVS launches better-for-you snack line
Kroger makes move to bolster e-commerce presence
Raising the bar on sports nutrition
Making insects inviting to eat
What’s for dinner?
The case for insects
Washington - 'Nano' ingredients
Health and Wellness - Cost, ‘cleanliness’ and flavor innovation
Ingredient Innovations - Masking protein’s undesirable flavors
Highlights and Photos from I.F.T. 2014
New Food Products
Ingredient Market Trends - Spring wheat production forecast 6% higher than in 2013
Ingredient Markets
Supplier Innovations and News
Classifieds
Marketplace
Ad Index
Food Business in the News

Food Business News - July 15, 2014

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