In the previous article, we explored Small Giants' approach to incorporating insects into our diet. Founded by Edoardoriamoto and Francesco Majno, Small Giants wants to redefine the future of food, giving a concrete answer to the sustainability problems linked to meat production  and challenging the cultural taboos around the consumption of insects as food. In this article, we will delve into the journey of Small Giants with a particular focus on the complexities of getting their products onto supermarket shelves. Furthermore, we will look at the future of the company and the growing edible insect market, according to the vision of CEO Edoardo Learnato. Curious? Continue reading!

What is your vision for the future of your company and the insect food market?

"Despite the challenges posed by the COVID-19 pandemic and inflation, the edible insect market continues to have an extremely promising future. Although growth expected to be slightly slower than initial forecasts, there has been significant growth in recent years, indicating a steady and growing trajectory. Currently, there is no dominant global player in the market. This allows small startups like the our goal is to build communities of consumers, perhaps smaller, but very loyal and who fully embrace the mission. We are gradually laying very solid foundations for future expansion and other players in different countries are doing the same to establish ourselves  as a leader in this revolutionary market and I am convinced that we are going in the right direction."

What innovations and developments do you plan to introduce in the near future?

"In addition to our current offerings, such as Small Giants Bites and Fusilli, we are expanding our product range. We have already launched a first version of the protein PROTEIN BARS and plan to expand this range, making it a permanent product available on our website and in supermarkets
Our focus is also on meat alternatives to edible insects, some consumers may not consider them as direct substitutes for traditional protein sources. Therefore, introducing a range of alternatives to meat is crucial to changing perceptions and covering various consumption occasions throughout the day wider audience, we are also bringing the biscuits to the market, targeting those with a sweet tooth."

What strategies are adopted to maintain supplies in supermarkets?

"Initially, we started with online distribution, but recently we have also started supplying our products to some supermarkets. Currently, our focus extends to offline distribution. One aspect Crucial to our strategy is to ensure a constant supply of insect meal (particularly cricket and mealworms), the key ingredient in our products. In the past this has been the main bottleneck for us different breeders, all authorized at European level, based on the type of insect and other factors, we have both European and non-European suppliers, in particular from Vietnam.Obviously sustainability also plays a fundamental role in the choice of the supply chain and we would like to underline that in sup-trobial areas - such as Vietnam - insect farming does not require heating, completely counterbalancing the impact linked to transport ( which in any case always takes place by sea). We then go on to make our products in various production plants located in Italy."

How do you convince supermarkets to include your products in their offer?

"Convincing supermarkets to feature our products is an ongoing effort involving various strategies. Sometimes it is relatively easy, especially when supermarkets recognize the potential and strength of our brand. The visual appeal of our brand plays a significant role in this regard. However, in general, discussions with some supermarkets can be quite long, ranging from 3 to 6 months before a launch is guaranteed, sometimes even longer One of the winning strategies was presenting a colorful display to further highlight the uniqueness of our products. Having a separate section in the supermarket and offering shoppers a distinct visual experience was key to securing early listings."

What benefits do you see in partnering with large retail chains?

"Collaborating with large-scale distribution chains offers truly significant advantages, especially in changing the perception of brands that only have online e-commerce, especially in Italy. These brands are sometimes perceived as secondary to those available in physical stores. However, once our products are in supermarkets, consumers see them in a different light. This change in perception is beneficial as it signals to consumers that our products follow the highest quality and safety standards. Another advantage is that working with supermarkets allows us to reach consumers who would only like to purchase a single package of our snacks or pasta, offering them an easy and direct way to try our products.

Some object that a channel like large-scale retail trade allows less control over the customer experience and that the perception of the "premiumness" of the product is undermined, but our goal is to reach and convince as many customers as possible people to try this incredible protein source. Supermarkets and other offline channels give us this exposure; our brand and the quality of our products make people fall in love."