Episode 76

Insects - The future of sustainable food for our pets? with Alessandro Di Trapani, CoFounder and CEO, Grub Club

Published on: 11th March, 2024

Did you know that 20% of the world's fish and meat is consumed by our pets?

We didn’t… and so yet again, the learning curve continues. We love having conversations with amazing brands who are pioneering, disrupting the norms and thinking outside the box with a focus on delivering social and environmental impact.

Food security, the impact of food production and what we eat is an area of significant focus when it comes to wellbeing for all and transitioning to a sustainable future - something we cannot afford to ignore when considering food consumption for humans, but what about our beloved pets?

We invited Alessandro Di Trapani from Grub Club onto the Can Marketing Save the Planet podcast to dive into this very subject and find out more about their insect based pet food products, the benefits to pets (and the planet) and, the important role marketing plays in the narrative and behaviour change around insect based food.

We learnt so much in this episode so tune in to hear about:

  • The only real way to drive sustainable change is to change where people spend their money. And, how we need to provide people with the options to drive change.
  • Why having a vision and a belief in what you do can allow you to shake up an industry.
  • Marginal and incremental steps to being more sustainable is so important and can drive real progress.
  • How Grub Club has approached changing the narrative and telling their story which is key to overcoming some of the challenges both in terms of educating people, and changing mindsets which then leads to behaviour change.
  • The importance of staying close to your customer - how to drive loyalty when building a community through wrapping a service around your products.
  • Addressing the challenges of transparency, price points and education.
  • Why creativity is so important in telling your story and how Grub Club try new ways and, channels. 

For more information about Grub Club visit https://mygrubclub.com/

And connect with Alessandro via LinkedIn here.


You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

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About the Podcast

The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 2650+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

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