Entomo Farms: Are Canadians Ready to Eat Insects?

Description

In January 2021, Entomo Farms (Entomo), a family-owned Ontario-based Canadian cricket producer, received additional funding to support its growth and prepare for the entry into Canada of what would be its biggest competitor. As Canada’s largest and only organic cricket supplier, Entomo generated most of its revenue as a supplier of crickets as raw material to food manufacturers; however, due to anticipated industry changes, Entomo was increasing its consumer-level presence by producing and selling more of its own brands as consumer packaged goods (CPGs). To support this decision, Entomo’s chief operating officer needed to develop a strategic marketing road map for growing the revenues from the company’s CPG segment.

Learning Objective

This case can be used in undergraduate- and graduate-level introductory courses in marketing strategy and consumer insights. The case could also be used as a foundation for developing a marketing plan for the introduction of a new product. By working through the case and assignment questions, students will have the opportunity to do the following:

• Identify consumer segments and estimate potential market size based on those segments.
• Perform internal and external analyses and use those analyses to support an organization’s marketing strategy.
• Develop a tactical marketing plan as a road map that aligns with the marketing strategy.