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While most North American dog owners likely cringe at the thought of eating insects, Montreal startup Hexa Foods is banking on the belief that their pooches have no such qualms.

The company makes premium dog treats with cricket flour as their primary ingredient.

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Launched in late 2015 as BugBites but recently rebranded as Wilder & Harrier, the treats are now available in 150 pet supply stores in Quebec and Ontario, including the entire Mondou chain.

“My passion is food,” said Hexa Foods CEO Philippe Poirier, who co-founded the company with his brother Mathieu Poirier and friend Paul Shenouda, all in their 20s.

“I really wanted to build a company to tackle issues that were important to me that I felt were not addressed by existing companies,” including the food system’s impact on the environment.

Poirier had his eureka moment for Hexa Foods after reading a 2013 report by the Food and Agriculture Organization of the United Nations. It concluded that edible insects, which are high in nutrition and much lower in environmental impact than beef, will become increasingly important in providing protein to the world’s growing population.