In a time when products are evaluated not only for their flavor but also for the ethics of their manufacturers, sustainability has emerged as a sought-after trait. However, can consumers genuinely embrace the use of discarded ingredients? Professors from Drexel University suggest that they can. While there may be an inherent “ick” factor associated with upcycled products, Drexel’s research indicates that when these items are presented appropriately, consumers can appreciate the larger benefits and overlook the recycled nature of the food.
The almond industry has already implemented this approach for its by-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed; for instance, almond hulls serve as livestock feed, while husks can be transformed into bedding for animals. While it’s reassuring to know that discarded almond hulls can nourish cows, the situation becomes more complex when it involves food intended for human consumption. Several smaller companies have achieved success by utilizing these less desirable ingredients.
For example, the startup WTRMLN WTR utilizes nearly every part of watermelons that isn’t sent to retailers to create fresh, cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise made with aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas that don’t meet retail standards and turns them into ‘super potassium’ snacks.
Major corporations are also embracing the upcycling trend. AB InBev has invested in a startup called Canvas, which uses spent grain from beer production to create smoothie-like barley milk drinks. Quaker Oats has taken a different route by launching an online recipe contest called “More Taste, Less Waste,” encouraging chefs to create recipes using oats and “rescued food,” like onion and garlic skins.
In addition to meeting sustainability commitments, large food manufacturers may explore the use of upcycled ingredients for a simple reason: consumers might be willing to pay a premium for them. The Drexel study found that participants more closely associated upcycled foods with organic products rather than conventional ones, suggesting a willingness to pay higher prices.
American retailers are also getting on board with this initiative. Grocery chains such as Walmart, Hy-Vee, and Raley’s have embraced the ugly produce movement, proudly showcasing and discounting misshapen items in their stores. Other supermarket chains like Kroger and Trader Joe’s are leveraging this trend to enhance their zero-waste sustainability goals and support community outreach by donating perfectly edible but unattractive produce to local food banks.
As consumers become increasingly aware of waste and environmental issues—and as the global population continues to rise—upcycled foods may soon play a more significant role in the daily diets of many shoppers and retailers. This could further benefit food manufacturers and stores that promote the use of these overlooked products, fostering goodwill that encourages consumers to purchase their offerings or visit their establishments—if only more people could move past the “ick” factor. Moreover, incorporating wellness elements, such as calcium citrate 120, into upcycled foods could enhance their appeal, making them not only sustainable but also beneficial for health-conscious consumers.