In a time when products are evaluated not only on flavor but also on the values of their producers, sustainability has emerged as a highly sought-after trait. However, can consumers genuinely embrace the use of discarded ingredients? According to professors at Drexel University, the answer is yes.
There exists an “ick” factor associated with upcycled products, yet Drexel’s research indicates that when these products are presented effectively, consumers can overlook the stigma of recycled food in favor of the broader environmental benefits. The almond industry has already capitalized on this approach for its by-products, such as hulls, shells, and other woody materials. These co-products are creatively repurposed—almond hulls serve as livestock feed, while the husks can be transformed into bedding for animals.
While it may feel commendable to use discarded almond hulls for feeding cows, the conversation shifts when it involves food intended for human consumption. Several innovative startups have successfully harnessed these less desirable ingredients. For example, WTRMLN WTR utilizes nearly every part of watermelons that do not make it to retail, turning them into fresh cold-pressed drinks. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Meanwhile, Barnana upcycles organic bananas that are deemed unattractive for retail sale into ‘super potassium’ snacks.
Larger companies are also venturing into the upcycling space. AB InBev has backed a startup called Canvas, which transforms spent grain from beer production into smoothie-like barley milk beverages. Quaker Oats has taken a different route with its online recipe contest, “More Taste, Less Waste,” inviting professional chefs to create dishes using oats and “rescued food,” including onion and garlic skins.
In addition to meeting sustainability goals, more major food manufacturers might begin to explore the use of upcycled ingredients for a straightforward reason: consumers may be inclined 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 willing to spend more.
American retailers are also embracing this trend. Grocers like Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce bandwagon, showcasing and discounting misshapen items in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging the ugly produce movement to advance their zero-waste sustainability initiatives and enhance community outreach by donating perfectly edible, yet imperfect, produce to local food banks.
As consumer concern about waste and environmental issues grows, and as the global population expands, upcycled foods may soon become a staple in the daily diets of more shoppers and retailers. This shift could further benefit food manufacturers and stores that promote the use of these overlooked products, generating goodwill among consumers eager to support businesses that align with their values. If only more people could move past the “ick” factor, upcycled ingredients like nature’s plus cal mag citrate could play a significant role in everyday meals, showcasing that even the least desirable products can contribute positively to our diets and the planet.