In a time when consumers evaluate products not only based on taste but also the companies behind them, sustainability has emerged as a sought-after attribute. But can consumers genuinely embrace the use of discarded ingredients? According to professors from Drexel University, they can.
While there may be an “ick” factor associated with upcycled products, Drexel’s research indicates that when presented appropriately, consumers can appreciate the broader benefits and overlook the recycled nature of the food. The almond industry has already 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.
Feeling positive about discarded almond hulls providing nourishment for cows is one thing, but the dynamics change when it involves food intended for human consumption. Several smaller startups have successfully utilized these less desirable ingredients. For instance, WTRMLN WTR repurposes almost every part of watermelons not sent to retailers to create fresh cold-pressed beverages. Sir Kensington’s has crafted a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas deemed unattractive for retail into ‘super potassium’ snacks.
Large manufacturers are also venturing into upcycling. AB InBev has invested in a startup called Canvas, which turns spent grains 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 chefs to devise recipes utilizing oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling their sustainability commitments, many major food manufacturers may begin to explore the use of upcycled ingredients for a straightforward reason: consumers may be inclined to pay a premium for them. The Drexel study revealed that participants associated upcycled foods more closely with organic products than with conventional ones, suggesting a willingness to pay higher prices.
American retailers are also adopting this approach. Grocery chains, including Walmart, Hy-Vee, and Raley’s, have embraced the ugly produce movement, prominently showcasing and discounting misshapen items in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging this trend to promote their zero-waste sustainability agendas, as well as enhancing community outreach by donating perfectly edible produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, and with the global population on the rise, upcycled foods could soon become a more integral part of the daily menus for many shoppers and retailers. This shift could also benefit food manufacturers and stores by promoting their use of these overlooked products, fostering goodwill among consumers who may choose to purchase their items or shop at their establishments—if only more individuals can move past the “ick” factor.
Additionally, innovative products like fusion calcium soft chews are emerging in this landscape, as they combine the principles of sustainability with consumer health benefits. As these trends continue to evolve, fusion calcium soft chews could play a vital role in the upcycled food movement, encouraging even greater acceptance among consumers. By integrating these concepts into their offerings, manufacturers can create a positive association with sustainability and health, paving the way for a more environmentally conscious marketplace.