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Marketing Lessons for BSF Farmers - The Crude Oil Model

During a brainstorming session with my business partner, we had a lightbulb moment that helped us to revisit our marketing strategies. We have learnt (in the soft and hard ways) that knowing how to effectively market your product can make the difference between success and missed opportunities. One way to refine your BSF marketing strategy is by looking at how the crude oil industry approaches its market. This is the lesson from our lightbulb moment - read on! 



The Crude Oil Model: What BSF Farmers Can Learn

 Even though people know crude oil is the root of products like gasoline and kerosene, it would be unthinkable for oil companies to market raw crude directly to everyday consumers. Instead, oil companies transform crude oil into refined products, each designed to appeal to specific segments. Black Soldier Fly farmers can benefit from adopting a similar mindset, avoiding common marketing pitfalls, and strategically reaching their target market for BSF.

The crude oil industry has mastered the art of segmentation. Oil companies don’t try to sell raw crude oil to car owners or households; they refine it into products with specific purposes, like gasoline for cars or heating oil for homes. Each refined product is then marketed to a suitable audience, which not only boosts sales but also maximizes the usefulness of each product.


This model offers a valuable lesson for BSF farmers. Rather than presenting raw BSF larvae or unprocessed BSF frass (insect by-product) directly to end users, BSF farmers could consider either marketing the crude BSF to businesses that understand its value (like animal feed producers) or refining it into more user-friendly products for consumers.

Common BSF Marketing Mistakes

One of the biggest mistakes many Black Soldier Fly farmers make is marketing their crude product directly to end consumers who may not know what to do with it. This is similar to crude oil marketers trying to sell unrefined oil directly to someone filling up their car at a gas station—it doesn’t make sense and doesn’t lead to conversions. Consumers in agriculture, pet care, or even gardening might benefit from BSF-based products, but only if the product meets their needs in a refined and accessible way.


For example, when marketing Black Soldier Fly larvae, focusing on raw product benefits might confuse or discourage end users who lack the time or knowledge to process it. Educating this group requires more effort and may not always lead to successful sales. By contrast, industry players who already understand the use of BSF larvae in animal feed or organic fertilizer may value the raw product’s unique benefits, especially if it's cost-effective and available at scale.


The Target Audience Dilemma: Crude vs. Refined BSF Products

An important aspect of BSF marketing strategy is identifying who the real target audiences are. For Black Soldier Fly farmers, these target audiences fall into two categories:


  • Industry Buyers: Pet food manufacturers, aquaculture farms, and organic fertilizer companies need large amounts of BSF products and understand how to integrate them into their operations. Raw BSF larvae or frass appeal directly to this group as they see value in its application.
  • End Consumers: Everyday pet owners, home gardeners, or organic farmers may be unfamiliar with BSF products but could appreciate refined, easy-to-use BSF products, like pre-packaged pet food or ready-to-use fertilizers.

While both groups can benefit from BSF, they each require different marketing approaches. Industry buyers may prioritize cost-efficiency and ease of sourcing, while end consumers may look for convenience, clear instructions, and attractive packaging. Therefore, marketing BSF products successfully means first deciding which segment to focus on and then tailoring your marketing message to meet the audience's specific needs.

The key takeaway is that Black Soldier Fly farming can draw valuable insights from the way crude oil is marketed. Instead of treating BSF as a one-size-fits-all product, farmers can split their approach: either focus on bulk sales of raw products to industries or create user-friendly, refined products for consumers. When BSF farmers segment their audience this way, they set themselves up to maximize their market reach and boost sales.


For Black Soldier Fly farmers ready to optimize their marketing, the question isn’t “Who can benefit from BSF?” but “Who should I be selling BSF products to?” When you choosing wisely, BSF farmers can help themselves to build a more sustainable business.











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