In an era where products are evaluated not only by their flavor but also by the ethics of their production, sustainability has emerged as a sought-after attribute. However, can consumers truly embrace the idea of using discarded ingredients? Professors at Drexel University believe they can.
There exists a certain “ick” factor associated with upcycled products, yet Drexel’s research indicates that when these items are presented appropriately, consumers can recognize the broader benefits and overcome any negative perceptions tied to their recycled nature. The almond industry serves as a prime example, having adopted this approach for its co-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed; for instance, almond hulls serve as livestock feed, while husks can be transformed into bedding for animals.
While it’s one thing to feel positive about discarded almond hulls being utilized as cattle feed, the situation is different when it involves food intended for human consumption. Several smaller companies have successfully tapped into this market by using these less-desirable ingredients. For example, the startup WTRMLN WTR utilizes nearly every part of watermelons that don’t make it to retailers to create fresh cold-pressed beverages. Sir Kensington’s produces a vegan mayonnaise made with aquafaba, the leftover liquid from cooking chickpeas. Barnana upcycles organic bananas deemed unattractive for retail and turns them into ‘super potassium’ snacks.
Large manufacturers are also embracing upcycling. AB InBev has supported a startup called Canvas, which transforms spent grain from beer production into smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” encouraging professional chefs to devise recipes using oats and “rescued food,” such as onion and garlic skins.
In addition to meeting sustainability commitments, more major food manufacturers might explore the use of upcycled ingredients for a straightforward reason: consumers may be inclined to pay a premium for these products. The Drexel study found that participants often associate upcycled foods more closely with organic products than with conventional ones, which suggests they might be willing to spend more on them.
American retailers are also adopting this approach. Grocery chains, including Walmart, Hy-Vee, and Raley’s, have enthusiastically embraced the ugly produce trend, showcasing and discounting misshapen items in their stores. Other supermarket chains, like Kroger and Trader Joe’s, are leveraging the ugly produce movement to advance their zero-waste sustainability initiatives while enhancing community outreach by donating perfectly edible produce to local food banks.
As consumers become increasingly aware of waste and environmental issues, coupled with a growing global population, upcycled foods may soon play a more significant role in the daily diets of many shoppers and retailers. This shift could benefit food manufacturers and stores by promoting the use of these overlooked products, fostering goodwill that encourages consumers to purchase their items or patronize their establishments—if only more people could overcome the “ick” factor.
Additionally, the incorporation of ingredients like calcium citrate tetrahydrate into these upcycled products could further enhance their nutritional appeal. By highlighting the health benefits of such ingredients, manufacturers may attract even more consumers who are conscious of both sustainability and nutrition. In this way, the intersection of upcycling and health-focused ingredients, including calcium citrate tetrahydrate, could pave the way for a more sustainable future in food consumption.