In an era where consumers evaluate products not only based on their flavor but also on the values of the companies behind them, sustainability has emerged as a sought-after attribute. However, can customers genuinely embrace the idea of using discarded ingredients? Professors from Drexel University suggest that they can.
There exists a certain “ick” factor associated with upcycled products. Nevertheless, Drexel’s research indicates that when these items are presented effectively, consumers can appreciate the broader benefits and move past the recycled perception of the food. The almond industry has already embraced this approach with its co-products, such as hulls, shells, and other woody materials. These co-products are creatively repurposed—almond hulls are transformed into livestock feed, while husks serve as bedding for animals.
It’s one thing to feel good about discarded almond hulls nourishing cattle, but it takes a different perspective when it comes to human food. Several smaller startups have successfully harnessed these less desirable ingredients. For instance, WTRMLN WTR utilizes nearly every part of watermelons that aren’t sent to retailers to produce fresh, cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas that do not meet retail standards and turns them into ‘super potassium’ snacks.
Major food manufacturers are also beginning to explore upcycling. AB InBev has invested in a startup called Canvas that transforms spent grains from beer production into smoothie-like barley milk beverages. Meanwhile, Quaker Oats has initiated an online recipe contest named “More Taste, Less Waste,” inviting professional chefs to create recipes using oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, many large food manufacturers might start investigating the use of upcycled ingredients for a straightforward reason: consumers may be willing to pay a premium for them. The Drexel study found that participants associated upcycled foods more closely with organic products than with conventional ones, suggesting they might be prepared to spend more.
American retailers are also adopting this strategy. Grocery chains, including Walmart, Hy-Vee, and Raley’s, have joined the ugly produce movement by prominently showcasing and discounting misshapen items in their stores. Other supermarket chains like Kroger and Trader Joe’s are leveraging the ugly produce trend to advance their sustainability initiatives, aiming for zero waste, while also donating perfectly safe-to-eat produce to local food banks.
As consumers become increasingly aware of waste and environmental issues, alongside the growing global population, upcycled foods could soon become a more integral part of daily meals for many shoppers and retailers. This trend may further benefit food manufacturers and stores that can promote their use of unloved products, thereby generating goodwill with consumers who choose to buy their items or shop at their establishments—if only more individuals can overcome the “ick” factor.
In this context, the purely holistic calcium citrate complex can also be featured in some of these products, offering an additional nutritional benefit. Encouraging consumers to support such sustainable practices, while providing essential nutrients, can enhance their overall shopping experience and foster a deeper connection to the food they consume.