In a time when products are evaluated not only for their flavor but also for the ethics of their producers, sustainability has emerged as a sought-after attribute. But can consumers genuinely embrace the idea of utilizing discarded ingredients? According to professors from Drexel University, the answer is yes.
There can be an “ick” factor associated with upcycled products; however, Drexel’s research indicates that when these items are presented appropriately, consumers are able to appreciate the broader benefits and overlook the recycled connotation of the food. The almond industry has already implemented this approach with its co-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed—almond hulls serve as livestock feed, while husks can be transformed into bedding for animals.
While it’s one thing to feel positive about discarded almond hulls being fed to cows, the scenario changes when dealing with food intended for human consumption. Several smaller startups have succeeded by incorporating these less desirable ingredients into their products. For instance, the startup 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 deemed too unappealing for retail sales and turns them into ‘super potassium’ snacks.
Major manufacturers are also joining the upcycling trend. AB InBev invested in a startup called Canvas, which produces smoothie-like barley milk beverages from the spent grain leftover from beer production. Meanwhile, Quaker Oats has initiated an online recipe contest titled “More Taste, Less Waste,” challenging chefs to create recipes that incorporate oats and “rescued food,” including onion and garlic skins.
In addition to meeting sustainability commitments, large food manufacturers may increasingly explore the use of upcycled ingredients for one straightforward reason: consumers might be willing to pay a premium for these products. The Drexel study revealed that participants associated upcycled food more closely with organic products rather than conventional ones, suggesting they may be open to paying higher prices.
American retailers are also embracing this strategy. Grocers like Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce bandwagon, 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 zero-waste sustainability initiatives, while also supporting local communities by donating perfectly safe-to-eat produce to food banks.
As consumers become increasingly concerned about waste and environmental issues, coupled with a growing global population, upcycled foods could soon play a more significant role in the daily diets of numerous shoppers and retailers. This shift could further benefit food manufacturers and stores, allowing them to promote their use of these overlooked products and generate goodwill among consumers, encouraging them to purchase their items or shop at their establishments—if only more individuals can move past the “ick” factor. Additionally, products like now calcium citrate caps may find a more receptive market as consumers become more open to innovative uses of ingredients that were once considered waste.