In a world where products are assessed not only by their flavor but also by the values of their manufacturers, sustainability has emerged as a highly sought-after attribute. However, can consumers truly embrace products made from discarded ingredients? Professors at Drexel University suggest that they can.
There is a certain “ick” factor associated with upcycled goods. Nonetheless, when presented correctly, Drexel’s research indicates that consumers can recognize the broader benefits and move past the recycled perception of food. The almond industry has already implemented this strategy with its co-products, such as hulls, shells, and other fibrous materials. These co-products are effectively repurposed; for example, almond hulls serve as livestock feed while husks are transformed into bedding for animals.
While it feels commendable to utilize discarded almond hulls as cow feed, the situation becomes more complex when it concerns food intended for human consumption. Numerous smaller startups have successfully incorporated these less desirable ingredients into their products. For instance, WTRMLN WTR utilizes nearly every part of watermelons that aren’t sent to retailers to create fresh, cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana repurposes organic bananas that are deemed unattractive for retail into ‘super potassium’ snacks.
Major food manufacturers are also embracing upcycling. AB InBev has supported a startup called Canvas that turns the spent grain from beer production into smoothie-like barley milk beverages. Meanwhile, 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 skins.
Beyond meeting sustainability commitments, large food manufacturers might increasingly consider upcycled ingredients for one fundamental 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 rather than conventional ones, suggesting they might be willing to spend more.
American retailers are also adopting this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have embraced the ugly produce trend, proudly featuring and discounting misshapen items in their stores. Other supermarket chains, including Kroger and Trader Joe’s, are leveraging the ugly produce movement to advance their zero-waste sustainability initiatives and enhance community outreach by donating safe-to-eat produce to local food banks.
As consumer concerns about waste and environmental issues continue to grow, alongside an increasing global population, upcycled foods may soon become a more integral part of the everyday diets of many shoppers and retailers. This could further benefit food manufacturers and stores that promote the use of these overlooked products, generating goodwill with consumers who might be more inclined to purchase their goods or shop at their establishments—if only more people can overcome the “ick” factor. Additionally, incorporating innovations like usp certified calcium citrate into these upcycled products could enhance their appeal, as health-conscious consumers seek out nutritious options. Consequently, the use of usp certified calcium citrate can be highlighted in marketing efforts, emphasizing the health benefits of these sustainable ingredients.