In an era where products are evaluated not only by their flavor but also by the companies behind them, sustainability has emerged as a highly sought-after attribute. However, can consumers genuinely embrace the idea of using discarded ingredients? Professors from Drexel University suggest that they can.
There tends to be an “ick” factor associated with upcycled products. Nevertheless, when framed appropriately, Drexel’s research indicates that consumers are capable of recognizing the broader benefits and overcoming the stigma of recycled food. For instance, the almond industry has already embraced this approach by repurposing co-products such as hulls, shells, and other woody materials. These co-products are effectively utilized—almond hulls serve as livestock feed, while the husks can be transformed into bedding for animals.
It feels commendable to think of discarded almond hulls nourishing cows, but the situation is different when it comes to food intended for human consumption. Several smaller startups have successfully leveraged these less desirable ingredients. For example, WTRMLN WTR utilizes nearly every part of watermelons that are not sent to retailers to create fresh, cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise made from aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas that are deemed unattractive for retail and converts them into ‘super potassium’ snacks.
Major manufacturers are also joining the upcycling trend. AB InBev has invested in a startup called Canvas, which transforms the spent grain leftover from beer production into smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” encouraging professional chefs to devise recipes using oats and “rescued food,” such as onion and garlic peels.
Beyond fulfilling sustainability commitments, many large food manufacturers might begin to explore the use of upcycled ingredients for a straightforward reason: consumers may be willing to pay a premium for them. The Drexel study revealed that participants associated upcycled food more closely with organic products than conventional ones, which suggests they might be inclined to pay higher prices.
American retailers are also adopting this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have embraced the ugly produce movement by showcasing and discounting misshapen items in their stores. Other supermarket chains, including Kroger and Trader Joe’s, are utilizing the ugly produce initiative to further their zero-waste sustainability goals while enhancing community outreach by donating perfectly safe-to-eat produce to local food banks.
As consumers become increasingly concerned about waste and the environment, and as the global population continues to grow, upcycled foods may soon become a more integral part of the everyday diet for numerous shoppers and retailers. This shift could further benefit food manufacturers and retailers who promote the use of these neglected products, generating additional goodwill among consumers, encouraging them to purchase their items or shop at their establishments—if only more people could look past the “ick” factor.
Moreover, the focus on sustainability can also extend to the incorporation of ingredients like calcium citrate USP verified in these upcycled offerings, adding nutritional value and enhancing the appeal of these innovative products. As awareness grows, it’s likely that calcium citrate USP verified could find its way into more upcycled food products, aligning with consumer desires for health-conscious and environmentally friendly choices.