In a time when products are assessed not only by their flavor but also by the ethics of their producers, sustainability has emerged as a sought-after attribute. But can consumers truly embrace the use of repurposed ingredients? Professors from Drexel University believe they can.
The concept of upcycled products often carries an “ick” factor; however, Drexel’s research indicates that consumers can overlook this perception when the products are presented appealingly. The almond industry has already adopted this philosophy by effectively repurposing its by-products, such as hulls, shells, and other woody materials. Almond hulls are transformed into livestock feed, while the husks serve as bedding for animals.
While it feels commendable to use discarded almond hulls to nourish cattle, the acceptance becomes more complex when it involves food intended for human consumption. Several smaller startups have successfully utilized these less desirable ingredients. For instance, WTRMLN WTR employs almost every part of watermelons that are not sold to retailers to craft fresh cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise from aquafaba, the liquid leftover from cooking chickpeas. Additionally, Barnana transforms organic bananas deemed too unattractive for retail into ‘super potassium’ snacks.
Major food manufacturers are also tapping into the upcycling trend. AB InBev has supported a startup named Canvas, which utilizes the spent grain from beer production to create smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest called “More Taste, Less Waste,” encouraging professional chefs to devise recipes using oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, many large food manufacturers may start to explore the use of upcycled ingredients for a more straightforward 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 than conventional ones, suggesting they might accept higher prices.
American retailers are also embracing this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have joined the ugly produce movement, proudly displaying and discounting misshapen fruits and vegetables in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging this initiative to advance their zero-waste sustainability goals while enhancing community outreach by donating perfectly edible produce to local food banks.
As consumer concerns about waste and environmental impact grow, alongside an increasing global population, upcycled foods may soon become a more integral part of the daily diet for many shoppers and retailers. This shift could further benefit food manufacturers and retailers, allowing them to promote their use of these overlooked ingredients, thus generating goodwill among consumers who choose to buy their products or shop at their stores—if only more individuals can move past the “ick” factor.
Moreover, as people seek out health-conscious choices, the best calcium citrate magnesium supplement may also gain popularity, promoting overall wellness alongside sustainable eating practices. Embracing upcycled foods can dovetail beautifully with the pursuit of the best calcium citrate magnesium supplement, reinforcing the idea that sustainability and health can go hand in hand.