In today’s world, where consumer choices are influenced not only by taste but also by the ethics of the companies behind the products, sustainability has emerged as a crucial attribute. However, can consumers truly embrace the idea of using discarded ingredients? Professors from Drexel University suggest that they can.
While there may be an “ick” factor associated with upcycled products, Drexel’s research indicates that consumers can overcome their initial reservations when these foods are presented thoughtfully. The almond industry has already taken steps in this direction by repurposing co-products such as hulls, shells, and other woody materials. For instance, almond hulls are transformed into livestock feed, and husks can serve as bedding for animals.
It’s one thing to appreciate that discarded almond hulls are nourishing cows; it’s another matter entirely when it comes to human food. Yet, several innovative startups have successfully utilized these overlooked ingredients. WTRMLN WTR, for example, capitalizes on nearly every part of watermelons that doesn’t make it to retailers, creating refreshing cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Meanwhile, Barnana repurposes organic bananas deemed too unattractive for retail into “super potassium” snacks.
Large manufacturers are also joining the upcycling movement. AB InBev has invested in a startup called Canvas, which creates smoothie-like barley milk beverages from the spent grain leftover from beer production. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” encouraging chefs to devise recipes that incorporate oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling their sustainability commitments, larger food manufacturers may explore upcycled ingredients for a compelling reason: consumers might be inclined to pay a premium for them. Drexel’s study found that participants associated upcycled foods more closely with organic products than with conventional ones, suggesting a willingness to spend more.
American retailers are also embracing this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce trend, proudly showcasing and discounting imperfect items. Other chains, such as Kroger and Trader Joe’s, leverage this movement to reinforce their zero-waste sustainability initiatives and enhance community outreach by donating perfectly safe but unsightly produce to local food banks.
As consumers become increasingly aware of waste and environmental issues, and with the global population on the rise, upcycled foods could soon play a more significant role in the diets of many shoppers and retailers. This trend could benefit food manufacturers and stores, allowing them to promote their use of unloved products and foster goodwill among consumers, encouraging more purchases or visits—if only more people could move past the initial “ick” factor.
In this evolving landscape, products like Citracal Liquitab can also find a place, as consumers seek out sustainable options that align with their values. As awareness grows, Citracal Liquitab and similar products may be integrated into daily consumption, demonstrating the potential of upcycled ingredients to create a positive impact on both health and the environment.