In a world where products are evaluated not solely on taste but also on their manufacturing sources, sustainability has emerged as a key attribute. However, can consumers truly embrace the concept of utilizing discarded ingredients? Professors from Drexel University suggest that they can.
There exists a certain “ick” factor associated with upcycled products. Nonetheless, when framed appropriately, Drexel’s research indicates that consumers can recognize the broader benefits and overcome the recycled perception of food. The almond industry has already embraced this approach with its co-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed; for instance, almond hulls are transformed into livestock feed, while the shells serve as bedding for animals.
While it might be acceptable to feel positive about using discarded almond hulls to nourish cows, the acceptance of such practices becomes more complicated when it pertains to food intended for human consumption. Several smaller startups have successfully tapped into this market by incorporating these less desirable ingredients. For example, WTRMLN WTR utilizes nearly every part of watermelons that don’t make it to retailers to create fresh cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the leftover liquid from cooking chickpeas. Barnana recycles organic bananas that are deemed unattractive for retail and transforms them into “super potassium” snacks.
Major food manufacturers are also joining the upcycling movement. AB InBev has invested in a startup called Canvas, which utilizes spent grain from beer production to create smoothie-like barley milk beverages. Similarly, Quaker Oats has launched an online recipe contest titled “More Taste, Less Waste,” encouraging professional chefs to devise recipes that incorporate oats and “rescued food” like onion and garlic skins.
Beyond fulfilling their sustainability commitments, more large food producers may begin to explore the use of upcycled ingredients for a compelling reason: consumers might be willing to pay a premium for them. The Drexel study revealed that participants associated upcycled foods more closely with organic products rather than conventional ones, suggesting a willingness to pay higher prices for such items.
American retailers are also embracing this trend. Grocery chains like Walmart, Hy-Vee, and Raley’s have joined the ugly produce movement, proudly showcasing and discounting misshapen fruits and vegetables in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging this movement to advance their zero-waste sustainability efforts while enhancing community engagement by donating perfectly safe but “ugly” produce to local food banks.
As consumer concern for waste and environmental issues intensifies alongside global population growth, upcycled foods may soon become a more integral part of everyday menus for a wider array of shoppers and retailers. This shift could also benefit food manufacturers and retailers that promote these unloved products, generating goodwill that encourages consumers to purchase their items or visit their stores—if only more individuals could move past the “ick” factor.
For those seeking alternatives like liquid calcium citrate near me, the movement towards upcycled ingredients may open new avenues for sustainable shopping. As this trend grows, the availability of innovative products will likely expand, making it easier to find options that align with both personal values and dietary needs, including liquid calcium citrate near me. As awareness increases, the integration of upcycled foods into daily life may become not just a trend, but a norm.