The consumption of livestock-based products continues to grow. Livestock requires vast amounts of natural resources and is a major contributor to anthropogenic climate change. Insects are a promising alternative as they provide high-quality nutrients while only consuming a fraction of the land, feed, and water. However, getting insect on the Western plate requires to overcome strong cultural taboos. The story of “SWARM Protein” begins with a motorcycle trip to South-east Asia and describes the process of building a brand that convinces consumers to take a bite of the future of food. SWARM is working hard to make eating insects the new normal.