It’s very challenging to create a brand new market in nowadays, especially when everything seems to be already pretty advanced and able to fulfill what customers need and pursue. Kathryn Redford and Paul Froese are two young entrepreneurs graduated from Yale MBA, founded their company of making worms edible, and trying to open up this niche market and having more customers accept and experience their “innovation”. Before getting to read the article, I was surprised at first by its eye-catching title, but later on found it could be practical in reality to the aspect of there’s a huge latent market for “organic foods”. Kathryn and Paul’s intention of making insects a human-grade food just as chips or oatmeal could actually bring some benefits to the society. According to the article, market survey was being done to investigate customers’ tastes and they received more “yes” and “no”! Right now they had already sold out 30-40 protein bars made of silk worms in the U.S.!