while at the sairm poundage.. >> 9 billion people by 2050, demand for meat products is expected to double. >> there is a visual and psychological aspect to it. you have to try to overcome eating a cricket. >> what do you think is going to be motivate for americans to get behind this cricket movement? >> it's going to be a lot like sushi, culinary experience, as far as trying to put this into the hands of the culinary chefs that people look up to. >> joe gets his insects from an insect farm in louisiana. >> what am i listening to here? >> they are rubbing the wings together. a big misconception is that it comes from moving their legs together but it is not, it's the wings. >> producing 5 million crickets a week. humans like to school the cricket rat five weeks, when the wings are not completely formed yet. >> when you look at crickets, you don't necessarily think food. but 100 grams of crickets have 13 grams of protein and only 100 calories. think of it as a cricket protein bar. >> joe hopes to take the culinary w