In today’s world, where the perception of products extends beyond their flavor to include the values of their manufacturers, sustainability has emerged as a sought-after trait. However, can consumers genuinely embrace the idea of using discarded ingredients? Professors from Drexel University believe they can.
There is often an “ick” factor associated with upcycled products. Nevertheless, Drexel’s research indicates that when these products are presented appealingly, consumers can appreciate the broader benefits and overcome the stigma of their recycled nature. The almond industry has already begun implementing this approach, utilizing co-products such as hulls, shells, and other woody materials. These co-products are effectively repurposed; for instance, almond hulls serve as livestock feed, while the husks can be transformed into bedding for animals.
While it’s one thing to feel positive about almond hulls being used to nourish cows, the scenario becomes more complex when discussing food intended for human consumption. Several emerging companies have successfully integrated these less-desirable ingredients into their offerings. For example, the startup WTRMLN WTR utilizes nearly every part of watermelons that aren’t sent to retail to create fresh cold-pressed drinks. Similarly, Sir Kensington’s has crafted a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana repurposes organic bananas deemed too unattractive for retail and turns them into ‘super potassium’ snacks.
Major food manufacturers are also participating in the upcycling trend. AB InBev has invested in a startup named Canvas, which produces smoothie-like barley milk beverages from spent grain leftover from beer production. Quaker Oats has taken a different route by launching an online recipe contest called “More Taste, Less Waste,” encouraging professional chefs to devise recipes that incorporate oats and “rescued food,” such as onion and garlic skins.
In addition to meeting sustainability commitments, many large food manufacturers may explore the use of upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium for these products. The Drexel study revealed that participants often associated upcycled foods more closely with organic products than with conventional ones, suggesting a potential openness to higher price points.
American retailers are also adopting this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have embraced the ugly produce movement, proudly featuring and discounting imperfect items in their stores. Other supermarkets, such as Kroger and Trader Joe’s, leverage this initiative to advance their zero-waste sustainability goals while enhancing community outreach by donating perfectly edible produce to local food banks.
As consumers become increasingly concerned about waste and environmental impact, and as the global population continues to grow, upcycled foods may soon play an integral role in the daily diets of many shoppers and retailers. This shift could further benefit food manufacturers and stores that promote these overlooked products, fostering goodwill among consumers who are willing to purchase their items or visit their establishments—if only more people can overcome the initial “ick” factor.
In the context of dietary needs, especially for bariatric patients, upcycled foods can also offer valuable nutritional options. For instance, the best calcium citrate for bariatric patients can be integrated into meals featuring upcycled ingredients, enhancing their dietary intake while supporting sustainability efforts. As the movement gains momentum, the intersection of health and environmental responsibility will further shape consumer choices.