Vanguard Awards: Crickets

By providing high-quality live food, leaders like Armstrong’s Cricket Farm have paved the way for pets and their owners to prosper. Due to owners’ increasing preferences for smaller, more unique pets and growing knowledge about how to maintain these types of pets’ overall well-being, the category has continued to expand over time. 

“In the 1940s, my great grandfather Tal Armstrong started our farm because fishermen needed reliable live bait,” said Brandon Armstrong, Owner of Armstrong’s Cricket Farm. “The brown Acheta domestica cricket, with its soft shell and high protein, was perfect for catching fish. The pet industry wasn’t much back then, but as reptile pets grew popular in the 70s and 80s, we saw a gap; pet stores and zoos couldn’t find steady, high-quality feeder insects. Most suppliers were careless, delivering crickets that were weak or dead. We stepped in, scaling up with clean, bio-safe facilities to meet the demand. The underserved area was dependability—reptile owners wanted feeders that wouldn’t harm their pets, and we built a system to deliver that, no matter the season.”

Leading cricket farm, Fluker’s Farms was founded in the 1950s and remained family-owned and operated to this day. Founder Richard Fluker started the company after quitting his job to begin supplying crickets to local fishermen. He later retired in 1982, letting the next Fluker generation take over. David and Diane Fluker noticed the growing demand for variety in the live food category and were able to expand the company’s supply to include additional live insect options. Alongside this expansion, Fluker Farms evolved beyond feeding and live bait. The company has continued to include each Fluker generation throughout the years as well as educate on best practices to elevate and maintain pets’ wellness and overall health.

Alongside these pioneers in the company, Bassett’s Cricket Ranch, founded by Dale and Dorothy Bassett, started as a live bait company until the late 70s when reptiles became more popular. According to the company, Bassett’s Cricket Ranch took off in the early 80s and today, it sells more than 3 million crickets per week. 

Armstrong mentioned the company’s philosophy of giving pet owners something unique when they’re seeking solutions within the category. 

“We give pet owners crickets they can trust, backed by 78 years of know-how,” said Armstrong. “Our Acheta domestica crickets are soft-shelled, protein-packed and fed a clean, toxin-free mix, making them ideal for reptiles, amphibians or tarantulas. With multiple farms, including one in Louisiana, we keep pet stores stocked year-round. Our shipping is dialed in—heat packs for cold weather, cool packs for hot and boxes that keep crickets alive and hopping. That means a bearded dragon or gecko gets a healthy meal every time. As a family-run business, now in its fifth generation, we’re not just selling bugs; we’re delivering confidence that your pet’s eating the best.”

Taking challenges into consideration, Armstrong’s Cricket Farm has remained committed to its goals and mission. 

“It seems like we are always having curve balls thrown towards us, but our mission holds firm: provide top-quality crickets so pets and their owners thrive. We’ve invested in advanced climate control and biosecurity to ensure every cricket is healthy. Our feed comes from trusted mills, no shortcuts, because our customers and their pets deserve the best. We ship year-round, adjusting our heat and cool packs to beat tough conditions, ensuring pet stores and customers stay stocked. It’s all about keeping that lizard or frog healthy and happy,” said Armstrong.

Armstrong outlined the successes that the company has recently celebrated within the last year.

“This past year, we’re thrilled to have started selling our crickets directly to pet owners through online platforms like Chewy.com, Amazon and our own ArmstrongCrickets.com. It’s been a game-changer, making it easier for folks to get our high-quality crickets right to their door for their reptiles or amphibians. We also improved our shipping with better-vented boxes, ensuring more crickets arrive alive and ready to feed pets. Expanding our reach online while keeping our quality tight? That’s a big win after 78 years in the business,” Armstrong said.