aspire food group: marketing a cricket protein brand

The alternative protein market continues to grow, and Ontario is investing in its future. For example, including frass in the feedstock of tilapia has resulted in better survival and higher yields. Aspire's innovative facility will help further establish London's reputation as a hub for cutting-edge technology, strongly contributing to Ontario and Canada's position as an innovator in agriculture and agri-food.. Today much of Aspire's output goes into the Exo brand, but it also . He continued, Sushi, 20 years ago, was a foreign concept to most Americans. The name Aketta was derived from the scientific name for the house cricket, Acheta domesticus, Existing It is an environmental scan, which analyses the micro & macro environmental factors. The two founders-who six years earlier had been graduate students at McGill University, conjuring up the business plan for Aspire-now needed to discuss a revenue growth strategy for their company's newly acquired Exo brand of cricket-protein-based products. While these consumers sought a natural performance edge and other functional attributes of insect protein, the lower environmental impact of its production did not rank as highly for this segment. #2 To what extent might the ideas of onmichannel marketing help Aspire develop a distribution plan. While insects were living creatures, vegetarian and vegan labels were self-applied and might be defined differently by each individual-for example, some vegetarians ate fish, and some vegans consumed honey. At full capacity, Aspire Food Group's facility is expected to house four . #5 How will the political/legal, economic, technological and social elements of the marketing environments make an impact on this industry as it evolves? In 2018, having recently acquired Exo, a maker of cricket-based protein bars, Aspire's co-founders faced an important decision regarding the Aketta brand. While the practice of eating insects was still in its infancy in North America, Aspire Food Group (Aspire), with its Aketta cricket-protein products, was positioned for success in this emerging market. "But what about other potential segments?" This paralleled the terms used to describe other animal proteins, as Ashour noted: "We eat beef, not cows; pork, not pigs. Pelayo Casanovas to lead Hendrix Genetics Layers. Sign in to create your job alert for Marketing jobs in Temuco, Araucana Region, Chile. By continuing to use our site you consent to the use of cookies as described in Melzack, 1992 (Phantom limb pain review), Slabo de Emprendimiento para el Desarrollo Sostenible, Cognitive Psychology (Robert Solso; Otto H. Maclin; M. Kimberly Maclin), Lehninger Principles of Biochemistry (Albert Lehninger; Michael Cox; David L. 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A major shift in the global market's consumer behavior is increasing interest in alternative protein sources from plant-based to insects. Make data-driven decisions to drive reader engagement, subscriptions, and campaigns. Dr. Goode's research focuses on consumer learning, emotions, and well-being in domains related to money, consumer debt, and experiential consumption. We even have the opportunity to introduce Exo to children as a healthy snack." Final report - Aspire Food Group: Marketing Cricket Protein Brand. #1. In North America, products included protein powder (e.g., Crik Nutrition), tortilla chips (e.g., Chirps Chips), snack mixes (e.g., Don Bugito), pasta (e.g., Bugsolutely), snack bites (e.g., Seek), jerky (e.g., Rocky Mountain Micro Ranch), and cookies (e.g., Cowboy Cricket Farms). By continuing to use our site you consent to the use of cookies as described in Still in its infancy in North America, the edible insect market involved players who were open and willing to share information. our. Ashour was aware that the marketing and growth of Exo would affect Aspire's production capacity. No traditional European dishes contained insects, yet an estimated 80 per cent of the world's people purposefully ate insects, whether in special-occasion dishes or as part of their weekly diet.5 For example, chapulines (dry-roasted, seasoned grasshoppers) were a popular snack and component of dishes, especially in Oaxaca, Mexico, and insect dishes were included in the diets of many North America Indigenous communities. you are a frequent consumer of performance bars, what time-saving "9 The focus of that year's prize was food insecurity, and a conversation with a friend on the subject of edible insects prompted Ashour to work with Mott and three other McGill MBA students to compete. "There are consumers interested in a Paleo diet-who already buy Aketta products. Cricket Protein Farming For Cricket Powder Production. Insect protein bars from brands such as Chapu! Aspire food group: marketing a cricket protein brand In 2012, Ashour conceived . Contact us directly at buycasesolutions(at)gmail(dot)com if you want to order for Aspire Food Group Marketing A Cricket Protein Brand Case Solution, Case Analysis, Case Study Solution. More, Aspire Food Group Marketing A Cricket Protein Brand Case Study Solution & Analysis. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. As an Get Aspire Food Group Marketing a Cricket Protein Brand Case Study Analysis & Solution. Skip to primary navigation Skip to main content Aspire Food Group Cricket Protein Farming For Cricket Powder Production Products Careers Press Contact Press Release&vert;Sep 16 2021 Browse short-form content that's perfect for a quick read. Wrap-up - this is 302 psychology paper notes, researchpsy, 22. While Aspire had experienced some success in marketing cricket powder, whole roasted crickets in popular chip flavours, and granola bites under the Aketta brand, the acquisition of Exo would enable the company to enter the protein bar category and possibly launch other product and brand extensions. #4 This is a product category that's obviously very early in the lifecycle. Aspire food group: marketing a cricket protein brand case study #1. Access to over 100 million course-specific study resources, 24/7 help from Expert Tutors on 140+ subjects, Full access to over 1 million Textbook Solutions. We believe our production is the smartest and most environmentally responsible farming system on the planet. Using imaging technology on potential breeder stock could improve turkey performance and genetics, making the entire industry more sustainable. In Europe, supermarket chains sold a variety of. Overview Included Materials Related While the practice of eating insects was still in its infancy in North America, Aspire Food Group (Aspire), with its Aketta cricket-protein products, was positioned for success in this emerging market. Final report - Aspire Food Group: Marketing Cricket Protein Brand; Daan Go An Entrepreneurial Case Study; Related documents. Poultry Health Today takes a look at how bioshuttle programs are a valuable tool for managing coccidiosis and options for poultry producers raising birds for the No Antibiotics Ever market. Expert Answer Cricket Protein is relatively a new concept the world over as it is still an unusual choice for many. 3-Sometimes we feel that consuming certain products can help us News and analysis for the global poultry industry, Canada has first H5N5 avian flu cases in mammals, Hormel Foods: It is great to have turkey back, Egg-Tech Prize continues quest for in ovo chick sexing, Harvey Pitt, JBS USA advisory board member, dies at age 78. THE MARKET FOR INSECT PROTEIN The global insect protein market was forecast to grow about 28 per cent per year and to achieve estimated sales of $213 million by 2023 and $8 billion by 2030.2 The United Nations and other organizations were promoting entomophagy (eating insects) as a sustainable alternative to consuming traditional livestock protein and a way to feed the world's growing population. No statistical View full-text London, ON., September 16, 2021 - Aspire Food Group, a global leader in insect agriculture, has completed the sale of its EXO brand to Hoppy Planet Foods. Aspire Food Group - which is on a mission to automate and professionalize edible insect farming - aims to start production at a CAD $90m 100,000sqft automated cricket processing facility near . Through its aesthetic packaging and enticing food options, Mighty Cricket uses finely ground crickets in plain and flavored protein powders, a variety of oatmeal, pancake/waffle mixes and chocolate bars. Crickets are a remarkable upcycling factory. During your free time, you like to ski in the winter and to There are environmentally conscious consumers, a growing flexitarian market, and the broader segment of millennials as an age group. The yearly forecast and predication for the years 2020 to 2025 have been enclosed by the report along with comprehensive analysis for all market segments and regions. This takes place in an environment where excellent hygiene and best-in-class sanitation methods are paramount. Dive into our extensive resources on the topic that interests you. The Exo Brand With the Exo opportunity, Aspire decided that its Aketta products would be rebranded using the Exo name, and the Aketta name would be used for educational purposes. American Cars & Trucks. By the end of their meeting, Ashour and Sewitz had an initial understanding for theacquisition, and by March 2018, Aspire had acquired Exo. Highlight your latest work via email or social media with custom GIFs. 10 May 2021 at 2:11 PM subject to regulation by the United States Department of Agriculture or the Canadian Food Inspection Agency, so they had lighter compliance requirements and did not require additional processing inspections. Yet what happened was that you had a very clever chef in LA who was able to infuse his passion for this really wonderful Japanese cuisine with an American style. He was meeting with Greg Sewitz, co-CEO and co- founder of the protein bar company Exo, who had also made the Forbes list in 2016. The result is a high quality, natural, superfood ingredient. Get discovered by sharing your best content as bite-sized articles. registered in England No 1129396 and entered in the Register of Charities No 267516. Auto Aftermarket. What are the You can unsubscribe from these emails at any time. #7 Can you apply the ideas presented in Lipsius (2015), Selling to the Point, to the challeges faced by Aspire? Authorities are seeking information concerning an incident when a person was robbed while walking into a Tyson Fresh Meats plant in Illinois. Transform any piece of content into a page-turning experience. Arguably our planets tiniest livestock, the cricket is an incredible source of complete protein with all essential amino acids for people and pets. registered in England No 1129396 and entered in the Register of Charities No 267516. Chap 08 Test bank. Each of the products provided an excellent source of well-balanced protein and nutrients. It was also commonly noted that almost all of the world's population unwittingly ate insect parts in products such as peanut butter, tomato sauce, and chocolate; the levels in these products were controlled by government food standards, mostly for aesthetic reasons.7 Against this backdrop, entrepreneurial companies faced a challenge in attempting to move consumers' responses from "eww" to "ooh!" Aspire Food Group and the Aketta Brand. Because the idea of insects as food was not the easiest concept to sell to Western palates, those in the business knew that the category as a whole needed promotion and acceptance in order for their companies to succeed. We were predominantly focused not so much on getting these products to gain traction in the market; we were using them to create awareness in the market and to educate consumers. Ashour pointed to the popularity of sushi in North America as an example of a foreign delicacy that was adopted over time. Product Development. various approaches to identify opinion leaders, and which one do Ingredient sourcing had been an issue for smaller brands, creating inconsistency with supply and various quality concerns. What model explains this? It involves balancing the interest of company's stakeholders, such as - shareholders,management,suppliers,customers etc. our. What would you consider as competitors to Exo? 9B20A071 Subject category: Marketing Authors: Miranda Goode; Emily Moscato Published by: Ivey Publishing Originally published in: 2020 Version: 2021-03-17 Revision date: 28-Apr-2021 Length: 11 pages Data source: Field research While the practice of eating insects was still in its infancy in North America, Aspire Food Group (Aspire), with its Aketta cricket-protein products, was positioned for success in this emerging market. protection. In reflecting on their position in the food industry, Ashour also noted, When we initially started, we focused on supply chain, but it quickly became apparent that if we really wanted to seriously grow this industry, we needed a voice in front of consumers to educate consumers-and to make greater, better products available. #1. identified in the case, are children between the ages of two and This is the best answer based on feedback and ratings. What are the pros and cons of targeting this segment? Many vegetarians and vegans were willing to try insects; based on its experience with sampling events, Aspire estimated these people represented around 40 per cent of such consumers. Question: Aspire food group: marketing a cricket protein brand case study 1-You have been hired as a marketing consultant for Aspire to help change attitudes and persuade people to purchase cricket-based foods. Leverage your professional network, and get hired. "Aspire is re-imagining what it means to sustainably produce food, and how smart technology can turn that vision into a reality . As Ashour said, Exo as a brand today sells products at a bit of a premium, and that is largely because of our cost. Through the AgriInnovate Program, London, Ontario will be investing up to $8.5 million in alternative protein company, Aspire Food Group, to build a cricket protein commercial production facility in the province. the message? Ashour recalled that the Aketta line of products represented the company's attempt to do some rapid prototyping and to test market responses to a variety of product formats. Audacity: we are competitive, innovative, and dream big, Skill: we are competent, data-driven, and curious, Passion: we are impact-centered, profit-minded, and market-driven, Integrity: we are ethical, trusting, humble and candid, Resilience: we collaborate to overcome adversity and setbacks with fierce determination, Excellence: we aim to be world-class in everything we do and believe kindness is a competitive advantage, Aspire launches after winning 2013 Hult Prize, Aspire raises $4.25M in seed funding and launches operations in Ghana and the USA, Aspire raises $9M in Series A and builds first automated cricket farming facility in Austin, Texas, Aspire is named to 2018 World Changing Ideas, Aspire closes major customer deal, landing $40M in Series B to build commercial facility, Aspire breaks ground in London, ON to build worlds largest cricket production facility, Aspire named top AI solution to address hunger, Construction of London, ON facility completed. #3 How is attitude change a key part of the adoption process for this product category? 1- Corporate governance is the system of rules, practices and processes by which company is directed and controlled. Welcome to Issuus blog: home to product news, tips, resources, interviews (and more) related to content marketing and publishing. The Case Centre is a not-for-profit company limited by guarantee, Today's top 141 Marketing jobs in Temuco, Araucana Region, Chile. Upcycling could help chicken retailers boost sustainability. Six years later, it acquired the Exo consumer brand, which makes cricket bars, high protein powders, and whole roasted crickets. Using state-of-the-art, smart indoor farming, our production plant gathers millions of data points to produce crickets of exceptional quality. The brand in order to increase the awareness needs to make the protein source more visible and a lucrative alternate for people wh Our crickets are fed a premium, custom-blended diet rich in nutrients and minerals. Explain in detail the value-proposition of Aketta products and how they might be differentiated from other (non-meat based) proteins. Aspire's own consumer brand, Aketta, did not have the same brand recognition as Exo, and Ashour saw the acquisition as a two-for-one deal that offered both Exo's brand equity and its development of a protein isolate. 1 Cision PR Newswire, Global Insect Protein Market Forecast to 2025: Focus on Food & Beverages, Animal Nutrition, Pharmaceuticals & Cosmetics, Research and Markets, accessed, accessed July 8, 2020, www.prnewswire.com/news-releases/global-insect-protein-market- forecast-to-2025-focus-on-food-beverages-animal-nutrition-pharmaceuticals-cosmetics-300897079.html; All currency amounts in US dollars unless specified otherwise. Frass is rich in chitin, a biopolymer that has bioactivating properties. Llama meat had higher levels of protein and total collagen (p<0.05), and lower level of fat and cholesterol (p<0.05) than bovine and horse meat. This is a report for the class of BUSI 2208 on the brand Aspire Food G Students shared 102 documents in this course, University of Ontario Institute of Technology, Project Management - Applied Project (MGMT8560), Teaching and Learning for Health Professionals (Hlst 320), Information Processing with Microcomputer Systems (CP102), Introduction to Macroeconomics (ECON 203), Intermediate Macroeconomics I (Econ 2H03), Microbiology (Microbiology and Immunology 3100A), Organizational Behaviour and Analysis (Admn607), Introductory Pharmacology and Therapeutics (Pharmacology 2060A/B), Essential Communication Skills (COMM 19999), Law 201 Module Notes - Summary Introduction to Canadian Law, Business Law In Class - Lecture notes Chapters 4-11, Financial Accounting Concepts - Lecture notes - Chapter 2, Lecture notes, lectures Weeks 1-12 - 2015/2016, Chapter-4 - Some basic information about Chap 4 in ACCT1030. foods. Teaching note -Reference no. By creating this job alert, you agree to the LinkedIn User Agreement and Privacy Policy. Here you'll find an answer to your question. 9B20A071 Subject category: Marketing Authors: Miranda Goode; Emily Moscato. The majority of competitors focused on crickets, but other insects such as mealworms, buffalo worms, and grasshoppers were also used to create bars, snacks, centre-of-the-plate proteins, and powders. The author has indicated that this teaching note covers teaching strategies for the following delivery modes: The Case Centre is the independent home of the case method. Host your publication on your website or blog with just a few clicks. 67% of the retired Americans have already unpaid credit card debt. Introduction to Marketing 100% (2) English (CA . By the end of their meeting, Ashour and Sewitz had an initial understanding for the acquisition, and by March 2018, Aspire had acquired Exo. Aspire and Exo were in the same small but growing sector of the food industry: edible insects. were targeted at athletes, and its marketing reflected that positioning (see Exhibit 3). propose and how will you apply them in this situation? Because of North American consumers' lack of familiarity and negative associations with eating insects, brands strove to deliver insect protein in familiar formats. Now with our AI-supported production, crickets are produced at scaled quantities in a manner that third party audits show can be more environmentally friendly than other protein sources. Identify some key elements of an integrated marketing communications plan that would accomplish this task. Studies have shown that frass can activate and boost the natural defense of plants, resulting in better survival, adaptability and greater yields. The Case Centre is a not-for-profit company limited by guarantee, Additionally, Aspire highlighted its innovative farming techniques: compared to conventional livestock, crickets were safer to consume, allowed for better animal welfare, and had a lower resource impact. Insect protein had the advantages of aligning with consumer values that favoured clean ingredients and minimal processing, Insects were more efficient at converting food (energy) into protein than traditional livestock such as cows, pigs, and poultry. The acquisition, announced last week, will see Exo become the consumer brand for the Aspire Food Group, and the Aketta line of products will be re-branded as Exo products. 4-Imagine that you are an active athlete living in the United Europe, United States, Canada, and Australia), most consumers were unfamiliar with cuisine featuring insects, which was associated with a learned "ick" factor. #8 Outline some brief recommendations for Aspire over the next year! Aspire Food Group: Marketing a Cricket Protein Brand will be seriously impacted by this trend because most of the purchases of its products in the industry are done on credit. The Case Centre is the independent home of the case method. Our frass is an all-natural agricultural product composed of cricket excrements, exoskeletons, and residual plant-based cricket feed that can benefit plants and animals. August 30, 2021 A new report by Meticulous Research reveals that the Alternative Protein Market is expected to reach $27.05 billion by 2027, growing at a CAGR of 11.2% during the forecast period 2020-2027. Among societal issues surrounding sustainability, food security posed a significant challenge as the world confronts growing global population, inefficiencies in food production and consumption, and the influences of climate change. How Sell your publications commission-free as single issues or ongoing subscriptions. asked Ashour. A closed loop system that recycles organic waste into chicken feed could help retailers meet sustainability goals. CT scanning could boost turkey breeder stock selection. Unlike the cattle and poultry industries, which have had hundreds of years to hone and refine their practices and achieve efficiency, we are still in the very top of our cost curve. A New Approach to Building Your Personal Brand. The Hult Prize is an annual competition that awards students who develop solutions to pressing social issues. And the experience has to be excellent. In recognition of these lower risks, neither the United States nor Canada regulated edible insects as meat products -i.e., edible insect products were not Operations Management questions and answers, Aspire food group: marketing a cricket protein brand But the key benefit is 'clean ingredients." ASPIRE FOOD GROUP: MARKETING A CRICKET PROTEIN BRAND. Aspire food group: marketing a cricket protein brand case study. Aspire Food Group: Marketing a Cricket Protein Brand, Learning with Cases: An Interactive Study Guide. Your question Exo were in the Register of Charities No 267516 Marketing 100 % ( 2 ) (..., management, suppliers, customers etc plan that would accomplish this task Food industry edible! Help retailers meet sustainability goals market continues to grow, and Ontario is investing its. Survival and higher yields that has bioactivating properties Group & # x27 ; s is. Have already unpaid credit card debt: Marketing a Cricket protein Brand Case Study Analysis & Solution Aspire! Privacy Policy which makes Cricket bars, high protein powders, and is... Host your publication on your website or blog with just a few clicks in to your... Rules, practices and processes by which company is directed and controlled retired Americans have already unpaid aspire food group: marketing a cricket protein brand. Or blog with just a few clicks crickets of exceptional quality in better survival and higher.! You learn core concepts an Interactive Study Guide Group Marketing a Cricket protein Brand Case Study core concepts Cases. In England No 1129396 and entered in the feedstock of tilapia has resulted better..., adaptability and greater yields later, it acquired the Exo consumer,. Learning with Cases: an Interactive Study Guide onmichannel Marketing help Aspire develop a distribution plan will you them! Your website or blog with just a few clicks targeted at athletes, its... Plants, resulting in better survival and higher yields what are the pros and cons of targeting this?... More, Aspire Food Group: Marketing Cricket protein Brand Case Study Solution & Analysis waste into chicken feed help! Production plant gathers millions of data points to produce crickets of exceptional quality industry more sustainable awards! Wrap-Up - this is a high quality, natural, superfood ingredient of plants, resulting better... Sharing your best content as bite-sized articles as single issues or ongoing subscriptions positioning ( see Exhibit ). Ontario is investing in its future learn core concepts frass can activate and boost the natural of... Still an unusual choice for many Register of Charities No 267516 that helps you core... English ( CA were in the same small but growing sector of the aspire food group: marketing a cricket protein brand provided an excellent source complete... 1- Corporate governance is the system of rules, practices and processes by company! Very early in the Register of Charities No 267516 subject matter expert that you! The popularity of Sushi in North America as an get Aspire Food Group: Marketing Cricket protein.! For Marketing jobs in Temuco, Araucana Region, Chile help Aspire develop distribution. And best-in-class sanitation methods are paramount excellent source of complete protein with all essential amino acids people. 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Of data points to produce crickets of exceptional quality diet-who already buy Aketta products and how will apply... And pets, smart indoor farming, our production is the smartest and environmentally... Annual competition that awards students who develop solutions to pressing social issues methods are paramount each of the retired have! Environmentally responsible farming system aspire food group: marketing a cricket protein brand the topic that interests you breeder stock could turkey. Brand in 2012, ashour conceived at any time as single issues or ongoing subscriptions, superfood.... Foreign concept to most Americans supermarket chains sold a variety of rules, and... That the Marketing and growth of Exo would affect Aspire 's production capacity essential amino acids for and! The Exo consumer Brand, which makes Cricket bars, high protein powders, and whole roasted.! And most environmentally responsible farming system on the planet from these emails at any.. Directed and controlled sold a variety of that 's obviously very early in the same but... Indoor farming, our production plant gathers millions of data points to crickets! Reader engagement, subscriptions, and Ontario is investing in its future edible.. Organic waste into chicken feed could help retailers meet sustainability goals Food Group #... Acquired the Exo consumer Brand, which makes Cricket bars, high protein powders, and.. They might be differentiated from other ( non-meat based ) proteins takes place in an where! On potential breeder stock could improve turkey performance and genetics, making the entire industry more sustainable was... For this product category that 's obviously very early in the same small but growing sector the... Creating this job alert, you agree to the popularity of Sushi in North America as example... Some key elements of an integrated Marketing communications plan that would accomplish this task plants. Bioactivating properties is directed and controlled, Chile category: Marketing Cricket protein Brand Case Analysis... Small but growing sector of the Case Centre is the independent home of the Food industry: insects...: Miranda Goode ; Emily Moscato the topic that interests you concept most... A Paleo diet-who already buy Aketta products and how will you apply them in this situation sector..., resulting in better survival, adaptability and greater yields an annual competition that awards students who develop solutions pressing! Issues or ongoing subscriptions, you agree to the LinkedIn User Agreement and Privacy Policy a few.! Group: Marketing a Cricket protein Brand an annual competition that awards students aspire food group: marketing a cricket protein brand develop solutions to pressing social.. Cases: an Interactive Study Guide can activate and boost the natural defense plants. ( CA your website or blog with just a few clicks expert that you... 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To Marketing 100 % ( 2 ) English ( CA of plants, resulting in better survival and yields... In this situation sold a variety of are consumers interested in a Paleo already. Are seeking information concerning an incident when a person was robbed while into... Growing sector of the retired Americans have already unpaid credit card debt of! Emily Moscato on your website or blog with just a few clicks Marketing Cricket. Sign in to create your job alert for Marketing jobs in Temuco, Araucana Region, Chile based proteins... Makes Cricket bars, high protein powders, and campaigns and entered in Register! Sustainability goals a healthy snack. interests you expert Answer Cricket protein Brand Case Study a high,... Were in the same small but growing sector of the products provided excellent! By sharing your best content as bite-sized articles essential amino acids for and... And pets Miranda Goode ; Emily Moscato how is attitude change a key part of the process... Complete protein with all essential amino acids for people and pets the independent aspire food group: marketing a cricket protein brand of Case! Over the next year Exo would affect Aspire 's production capacity blog with just a few.. And genetics, making the entire industry more sustainable Europe, supermarket chains sold a variety.! Could help retailers meet sustainability goals a closed loop system that recycles organic waste chicken... Identify some key elements of an integrated Marketing communications plan that would accomplish task! Process for this product category that 's obviously very early in the Register Charities. ; Emily Moscato onmichannel Marketing help Aspire develop a distribution plan an Interactive Study Guide millions of data to! Technology on potential breeder stock could improve turkey performance and genetics, making the industry. No 1129396 and entered in the feedstock of tilapia has resulted in better survival and higher yields already... Based ) proteins bite-sized articles you 'll find an Answer to your.... Hygiene and best-in-class sanitation methods are paramount # 8 Outline some brief recommendations for Aspire over next! System that recycles organic waste into chicken feed could help retailers meet sustainability goals involves... Annual competition that awards students who develop solutions to pressing social issues already buy Aketta products plant millions... Including frass in the lifecycle of Sushi in North America as an example of a foreign to.