Alex Drysdale saw the potential in cricket protein before it was trendy.

It was actually a chance encounter with a Facebook article that made him invest everything he had in the concept back in 2015.

His entrance into the protein world started with a love of body building and a desire to supplement with whole foods, which led him to creating a good tasting, good-for-you protein powder under the name Crik Nutrition. Four years later, Crik was acquired, and is now known as Hi! Human Improvement.

In this episode, host, Chris Karasewich, talks to Alex about his journey from ideation through to getting acquired; what that process was like, and all the struggles, roadblocks, and disappointments he had to overcome along the way.