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Entrepreneurs saw a window of opportunity in the production of Soldier Fly Black protein as a sustainable source of protein for animals. They had an established business plan, with the production of NüContainers for lower-middle-income communities and a production plant to serve companies, but this was questioned when they got allies from different industries who believed that their market niche should be different from the previously established one. The case is about the choice of that niche, generic technologies, emerging markets, the formation of the sociotechnical network of allies and innovation under the supervision of an academic institution.