Entomophagy, the practice of eating insects, shows just how much emotion outweighs rationality in consumer culture

The United Nations Food and Agriculture Organization has recognized insects as a viable solution to food scarcity and security for the past 5-10 years, but American consumers have been slow to accept bug food, largely do to what is referred to as the ‘ick factor’. Year after year, new dishes are concocted and new products are launched with the anticipation that American consumers will come to accept the idea of eating insects. But perhaps the solution lays in the practice of branding itself.

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