In a time when products are evaluated not only for their flavor but also for the companies behind them, sustainability has emerged as a sought-after attribute. But can consumers truly embrace the use of repurposed ingredients? Professors at Drexel University believe they can.
There is often an “ick” factor associated with upcycled products. However, Drexel’s research indicates that when presented appropriately, consumers can appreciate the broader benefits and overlook the recycled perception of the food. The almond industry has already begun utilizing this approach with its co-products, such as hulls, shells, and other fibrous materials. These co-products are effectively repurposed—almond hulls serve as livestock feed, while the husks are transformed into bedding for animals.
While it’s one thing to feel positive about discarded almond hulls being used as feed for cows, the situation becomes more complex when it involves food intended for human consumption. Several smaller startups have managed to thrive by incorporating these less-desirable ingredients. For instance, WTRMLN WTR utilizes nearly every part of watermelons that doesn’t make it to retailers to produce fresh cold-pressed drinks. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Additionally, Barnana upcycles organic bananas that don’t meet aesthetic retail standards and converts them into ‘super potassium’ snacks.
Major food manufacturers are also getting involved in upcycling. AB InBev has financed a startup called Canvas, which repurposes spent grain from beer production into smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” challenging chefs to create recipes that include oats and “rescued foods,” such as onion and garlic peels.
Beyond fulfilling sustainability commitments, more large food companies might start considering the use of upcycled ingredients for a straightforward reason: consumers may be willing to pay a premium for them. The Drexel study revealed that participants associated upcycled food more closely with organic products than conventional ones, suggesting a readiness to spend more on such items.
American retailers are also embracing this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce trend, proudly showcasing and discounting misshapen items in their stores. Other supermarkets, such as Kroger and Trader Joe’s, are leveraging the ugly produce movement to advance their zero-waste sustainability goals while enhancing community outreach by donating perfectly edible produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, and with the global population on the rise, upcycled foods are likely to become an integral part of the daily diet for many shoppers and retailers. This trend could further benefit food manufacturers and stores, allowing them to promote the use of these overlooked products, generating goodwill among consumers who may choose to buy their items or shop at their establishments—if only more individuals can move past the “ick” factor. This shift might even extend to products available on platforms like Amazon, offering items such as Citracal as part of a broader commitment to sustainability and health, thereby enhancing their market appeal.