In a time when products are evaluated not only for their flavor but also for the companies behind them, sustainability has emerged as a sought-after attribute. However, can consumers genuinely embrace the use of discarded ingredients? Professors at Drexel University suggest that they can.
There is often an “ick” factor associated with upcycled products, but when framed appropriately, Drexel’s research indicates that consumers can appreciate the broader benefits and overcome the stigma attached to recycled food. The almond industry has already successfully implemented this approach for its co-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed—almond hulls serve as livestock feed, while the husks are transformed into bedding for animals.
While it’s one thing to feel positive about using discarded almond hulls for cattle, it takes on a different dimension when considering food meant for human consumption. Several smaller startups have found success by utilizing these overlooked ingredients. WTRMLN WTR, for instance, utilizes nearly every part of watermelons that doesn’t reach retail shelves to create fresh cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise crafted from aquafaba, the liquid remaining after cooking chickpeas. Additionally, Barnana upcycles organic bananas deemed too unattractive for retail to create ‘super potassium’ snacks.
Major food manufacturers are also joining the upcycling trend. AB InBev invested in a startup called Canvas, which repurposes spent grains from beer production to create smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” challenging chefs to devise recipes that utilize oats along with “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, large food manufacturers may increasingly explore the use of upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium. The Drexel study found that participants were more likely to associate upcycled food with organic products rather than conventional ones, suggesting a readiness to spend more for these items.
American retailers are also embracing this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have adopted the ugly produce movement, proudly showcasing and discounting misshapen items in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging this initiative to further their zero-waste sustainability goals, enhancing community outreach by donating perfectly safe-to-eat produce to local food banks.
As consumer concerns about waste and the environment grow, alongside an increasing global population, upcycled foods may soon become a more integral aspect of daily meals for many shoppers and retailers. This trend could also benefit food manufacturers and stores by promoting the use of these unloved products, fostering goodwill among consumers who may choose to buy their goods or patronize their establishments—if only more individuals could move past the “ick” factor. Furthermore, incorporating ingredients verified for their quality, such as calcium citrate USP verified, may enhance consumer trust and acceptance of upcycled products.