In an era where products are evaluated not only on their flavor but also on the companies behind them, sustainability has emerged as a sought-after attribute. However, can consumers genuinely embrace the use of discarded ingredients? According to professors from Drexel University, they can. While there is often an “ick” factor associated with upcycled products, Drexel’s research indicates that when these items are presented properly, consumers can recognize the broader benefits and overcome the stigma of recycled food.
The almond industry has already adopted this approach for its co-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed; for example, 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 becomes more complex when considering ingredients intended for human consumption. Several smaller companies have found success by utilizing these less desirable ingredients.
For instance, the startup WTRMLN WTR capitalizes on almost every part of watermelons that does not make it to retailers, crafting fresh cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid that remains after cooking chickpeas. Barnana upcycles organic bananas deemed unattractive for retail, turning them into ‘super potassium’ snacks. Major manufacturers are also entering the upcycling realm. AB InBev backed a startup called Canvas, which transforms spent grain from beer production into smoothie-like barley milk beverages. Meanwhile, Quaker Oats has initiated an online recipe contest titled “More Taste, Less Waste,” encouraging professional chefs to create recipes featuring oats and “rescued food” like onion and garlic skins.
Beyond fulfilling sustainability commitments, more large food manufacturers may explore the use of upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium for them. The Drexel study found that participants associated upcycled foods more closely with organic products than conventional ones, suggesting they might consider paying more.
American retailers are also adopting this strategy. Grocers like Walmart, Hy-Vee, and Raley’s have embraced the “ugly produce” trend, proudly 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 sustainability initiatives and contribute to the community by donating perfectly safe but visually unappealing produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, and as the global population continues to grow, upcycled foods could soon become a more integral part of the daily diets of many shoppers and retailers. This trend could provide additional advantages for food manufacturers and stores that promote their use of these overlooked products, generating goodwill among consumers who may be more inclined to purchase their offerings or visit their establishments—if they can overcome the initial “ick” factor.
In line with this movement toward sustainability, products like Citracal Maximum Plus 180 could also play a role, as consumers seek out health-conscious options that align with their values. By incorporating innovative and eco-friendly practices, food companies can appeal to today’s discerning consumers who are eager to make choices that benefit both their health and the environment.