Net-Zero Hero: Eli Halpern

I’m helping to make Austin Net-Zero by providing a sustainable protein source that reduces water usage, land consumption, and greenhouse gas emissions. 

​Meet our latest Net-Zero Hero: Eli Halpern. Eli holds many titles. He’s a mixed martial artist, comedian, and musician who has channeled his diverse talents into promoting sustainable nutrition. After trying a barbecued scorpion abroad, Eli recognized the untapped potential of insects in our diets. Today, as the CEO and founder of Golden Cricket, Eli is pioneering the use of cricket protein as an eco-friendly alternative to traditional protein sources. Through Golden Cricket, Eli aims to challenge perceptions, reduce environmental impact, and contribute to a more sustainable food system in Austin and beyond.

We met with Eli for a walk near his home to talk about his journey, the environmental benefits of crickets, and how he helps people get over the ick factor.

What inspired you to take action?

I was inspired to take action after trying a scorpion in Thailand, which opened my eyes to how insect protein is a viable and underutilized food source. When I returned home, I realized there were almost no appealing, mainstream cricket-based protein products on the market. Seeing this gap and knowing how unsustainable traditional protein sources are, I felt a responsibility to create a product that could make a real impact — both environmentally and culturally. I wanted to challenge perceptions, introduce a more sustainable alternative, and help make Austin (and the world) more eco-friendly.

Left: Eli buys some roasted insects during a trip to Chiang Mai, Thailand, in 2023. Right: Eli pitches Golden Cricket at a Fiesta Community event in Austin. Photos courtesy of Eli Halpern.

How did you do it?

I started by researching the benefits of cricket protein and searching for a manufacturer that could help bring my vision to life. After finding a protein bar manufacturer, I worked on perfecting the recipe to create a product that was both delicious and sustainable. Golden Cricket was born! 

As the bars gained traction, I expanded our product line to include cricket protein powder, making it even easier for people to incorporate eco-friendly protein into their diets. By growing the brand through local partnerships, sponsorships, and community engagement in Austin, I’ve been able to push the movement forward and help redefine the future of sustainable nutrition.

Eli pauses to look for crickets on our walk.

What’s been most rewarding about getting involved in this way?

The most rewarding part has been seeing my vision manifest into reality — taking an idea that started with trying a scorpion and turning it into a thriving brand that promotes sustainability and health. The hard work is all worth it when I hear positive feedback from happy customers who love the product and appreciate its benefits.

Knowing that I’m helping people fuel their bodies with a nutritious, eco-friendly protein source while also making a positive impact on the environment keeps me motivated every day. Crickets take just six weeks to farm and use 2,000 times less water than whey protein. It’s incredibly fulfilling to see people embrace cricket protein and be part of a movement shaping the future of food.

What’s been the toughest part?

The toughest part has been dealing with long lead times for production and shipments, which can slow growth and make it challenging to keep up with demand. On top of that, slow WiFi has been an unexpected frustration — especially when trying to handle important business tasks or upload content to promote the brand. Running a business comes with plenty of hurdles, but staying persistent and adaptable has been key to pushing through and building Golden Cricket into a sustainable movement.

Crickets aren’t a common staple in many Americans’ diets. How do you help folks get past any initial hesitation?

I approach it with the mindset that cricket protein isn’t for everyone — and that’s okay. Some people refuse to try it, and I respect that. But for those who are open-minded, I help them understand that eating insects is completely natural and has been part of diets worldwide for centuries. 

Left: Eli gives out samples in a local park. Right: Eli with his brother, Jake, who helps rep Golden Cricket. Photos courtesy of Eli Halpern.

Once people learn about the massive sustainability benefits — like using far less water and land than traditional protein sources — and the high nutritional value of crickets, many realize it’s worth getting past the mental block. The key is education, exposure, and making cricket protein taste so great that once they try it, they’re hooked.
 

What advice do you have for others?

If you want to start a business that will disrupt an industry, don’t expect to make money for a while. Pioneering something new takes time, education, and a lot of persistence before it gains traction. But if you’re passionate about making a real change, the long-term impact is worth the struggle.

A rare moment of rest for Eli.

If your goal is to make money, don’t reinvent the wheel. Instead, focus on an existing market and find a way to do it better than the competition. Successful businesses either create something completely new or improve something that already works — just be clear on which path you’re choosing before diving in.

Buying food locally and adding more sustainable choices to your diet are two ways to lower your carbon footprint. Learn how we can all support a more just and sustainable food system by exploring the Austin/Travis County Food Plan. To learn more about Austin's net-zero goal and explore actions you can take to support a greener community, view the Austin Climate Equity Plan. 

Share your Net-Zero contributions with us on X (formerly Twitter) or Facebook, and use #NetZeroHero. If you know a Net-Zero Hero (or heroes!) who should be recognized for their efforts, send your nomination to climate@austintexas.gov.