The big bug: The legitimation of the edible insect sector in the Netherlands

•Legitimacy strategies in the emerging Dutch edible insect sector are analyzed and gaps are identified.•Utilizing a legitimacy strategy framework may serve to increase/improve novel food sector legitimacy.•Suggestions for legitimacy attainment are proposed.

This study analyzes the legitimation process of an emerging novel food sector in the European Union (EU). Current EU policies are cautious with regard to new food sources and new food technology, and we aim to determine how the sector is addressing both this caution as well as a general public that may be skeptical of its products. By utilizing a legitimacy strategy framework and conducting 19 semi-structured interviews with actors and experts in the Dutch edible insect sector, we assess the sector's progress and limitations with regard to its legitimacy journey. The findings show that sector focus has thus far been on organization, intraindustry, and interindustry legitimacy strategies, and that additional emphasis on institutional strategies will be imperative to securing more accommodating legislation. In addition, the lack of a common vision, a strategic communication plan, and interfirm linkages may also be hindering sector legitimation. The framework and conclusions presented here may prove useful to other sectors introducing novel foods.