John Heylin was inspired by a Ted Talk to start a company that makes protein powder from crickets, which is a more sustainable source of protein than meat or soy. He developed some prototype products like energy bars and a cereal while in business school. Now, he is working to launch the business, focusing on securing a supply of crickets, obtaining equipment, and changing cultural perceptions of eating insects, which may be more widely accepted in 10-20 years. He continues research and preparations to sell the cricket powder to food businesses.

1. Bug-based protein company inspired by Presidio
Jeanne Pengelly
John Heylin is the first to smile at his own idea of a bug-based protein powder, but the idea is
gaining momentum in the food industry.
Crickets, freeze-dried and ground to a powder are a far more sustainable source of protein, he
says.
The idea came from an episode of Ted Talks which Heylin watched while he was job hunting
after a tour of duty with the Peace Corps in Africa. He was also searching for a business school
that not just incorporated but highlighted the principles of sustainability.
Coming from a family Heylin describes as “hippies with an interest in business” — his father
attended the Chicago School of Business and spent 30 years encouraging Americans to reuse
glass — Heylin says it was a natural fit to consider a mix of business and sustainability. The
insect idea just kind of floated in, he says.
“This is a way for me to try to save the world,” he says.
The genetic alteration of meat and soy protein along with sustainability issues for both make
insect protein a far better choice, he says.
He had fun making the product prototypes. One was an energy bar that his classmates readily
ate; another was a mock of Rice Krispies, Cricket Krispies. For fun, he added real freeze-dried
crickets to the cereal.
“A lot of people were disappointed the energy bars didn’t have legs sticking out of them,” he
laughs.
Now, a year after his graduation from the Presidio Graduate School MBA program, Heylin is
busy looking after a four-month-old baby girl, while his business grows roots in Memphis. He
keeps frozen crickets in his freezer so he can make his own protein powder as needed.
Not surprisingly, the biggest challenge Heylin is finding in launching his business is a cultural
one.
“I’m trying to change cultural perception,” he says. “It isn’t easy. It could take decades.
“From my point of view, we might as well get people thinking about it now, since in 10 or 20
years, they may have to eat insects.”

2. For now, Heylin continues his research, form-filling, and equipment-ordering. He has met with
cricket farmers to secure supply and price, and he is working on securing a warehouse.
The plan is to push the dehydrated crickets through a flour mill and sifter, then pack the
powder by hand to sell to businesses already in the food industry.
“How do you not get excited about insects?” he says.