 Recently I was speaking about disruption and innovation and showed a slide for Chirps, a corn chip made of crickets, or what we would call grasshoppers. Somebody asked if I’d heard of Critter Bitters.
Critter Bitters is a flavoured bitters created with roasted crickets that apparently add a sweet, nutty taste to your drink or cocktail. There’s vanilla, cacao, toasted almond and of course the original, cricket. Founders Julia Plevin and Lucy Knops are looking to spread the vibe on edible insects. It’s estimated that 2 billion people worldwide find insects edible, they are a terrific source of protein and are ecologically friendly – yet to most of us, unthinkable. Recently the New York Times cited crickets as a potential ingniter of the next quinoa like food craze. Yet I when I mentioned Chirps to a room full of people, most of them are screwing up their nose and saying, ‘Yuck!’ When I asked if anyone had actually tasted them, there was a resounding, ‘NO!’ So, how do you know? It’s just the perception. You can check out Critter Bitters on Kickstarter but there are a couple of things to note. It’s taking a territory which others scoff at that has some value and having the courage to pursue it; and #2 we quite often turn our nose up at new ideas with no real knowledge or evidence, acting purely on perception. We at The Espresso office would be keen to have a crack at Cricket. Comments are closed.
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