In an era where products are evaluated not only for their flavor but also for their manufacturers, sustainability has emerged as a sought-after attribute. But can consumers genuinely embrace the idea of utilizing discarded ingredients? According to professors from Drexel University, the answer is yes.
There is a certain “ick” factor associated with upcycled products, yet Drexel’s research indicates that when these items are presented appropriately, consumers can appreciate the broader benefits and overcome any negative perceptions related to the recycled nature of the food. The almond industry has already implemented this approach by repurposing co-products such as hulls, shells, and other woody materials. For example, almond hulls are transformed into livestock feed, while husks serve as bedding for animals.
While it may feel commendable to use discarded almond hulls as cow feed, the scenario becomes different when it involves food meant for human consumption. Several smaller companies have successfully harnessed these less desirable ingredients. For instance, the startup WTRMLN WTR utilizes nearly every part of watermelons that do not make it to retailers to create fresh cold-pressed beverages. Similarly, Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid remaining after cooking chickpeas, and Barnana repurposes organic bananas deemed unattractive for retail, turning them into ‘super potassium’ snacks.
Larger food manufacturers are also entering the upcycling space. AB InBev has supported a startup named Canvas, which utilizes spent grain 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,” inviting professional chefs to devise recipes using oats and “rescued food,” including onion and garlic skins.
Beyond fulfilling their sustainability commitments, more major food manufacturers may begin to explore the use of upcycled ingredients for a straightforward reason: consumers may be ready to pay a premium for them. The Drexel study revealed that participants associated upcycled foods more closely with organic products than conventional ones, suggesting they might be inclined to spend more.
American retailers are also embracing this strategy. Grocery chains such as Walmart, Hy-Vee, and Raley’s have joined the ugly produce movement, showcasing and discounting misshapen items in their stores. Other supermarket chains, including Kroger and Trader Joe’s, are leveraging the ugly produce trend to advance their zero-waste sustainability agendas while enhancing community outreach by donating perfectly safe-to-eat produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, coupled with the growth of the global population, upcycled foods may soon play a more significant role in the daily diets of numerous shoppers and retailers. This shift could further benefit food manufacturers and stores, allowing them to promote their use of these overlooked products, ultimately generating goodwill among consumers who may choose to buy their items or patronize their establishments—provided that more individuals can move past the “ick” factor.
In this context, it’s worth noting that even the best calcium citrate supplement can be enhanced by incorporating sustainable practices, aligning with the growing consumer demand for eco-friendly and upcycled products. By integrating these principles, companies can not only contribute to environmental sustainability but also attract a market willing to invest in high-quality, responsibly sourced goods.