The critical issue in the marketing of insect protein, particularly mealworms, is overcoming consumer reluctance and cultural resistance to adopting insects as a mainstream food source. Despite their potential as a sustainable protein alternative, mealworms face significant barriers to widespread acceptance. This issue is of particular importance in marketing because it challenges deeply ingrained cultural attitudes towards food. Insects, including mealworms, are often seen as pests rather than food sources, which complicates efforts to shift consumer perception. Marketers must focus on education and awareness campaigns to highlight the environmental and nutritional benefits of mealworms while addressing the discomfort many consumers feel about eating insects (Van Huis 2013).

Mealworms present an attractive alternative to traditional livestock due to their environmental advantages. The production of mealworms requires far fewer resources, such as land, water, and feed, than conventional meat sources. According to studies, raising mealworms generates a much lower carbon footprint than livestock, making them a viable solution for reducing the environmental impact of food production (Van Huis and Oonincx 2017). Moreover, mealworms are rich in protein, vitamins, and essential fatty acids, making them a nutritious addition to the human diet. Despite these benefits, cultural factors remain a significant barrier. Many people are resistant to consuming insects due to the negative associations with pests and the general "yuck" factor associated with insect-based foods (House 2016).

The debate surrounding the ethical implications of consuming insects is also relevant. Some proponents argue that insect farming is more sustainable and humane compared to traditional livestock farming, as insects require less space and fewer resources to produce (Van Huis 2013). However, others question whether insect farming should be considered ethical, particularly concerning how insects are raised and harvested. These concerns need to be addressed in marketing strategies to ensure consumer acceptance. Effective marketing of insect protein requires not only emphasizing the environmental and nutritional benefits of mealworms but also overcoming consumer prejudices and addressing ethical concerns surrounding insect farming.