In today’s world, where products are assessed not only by their flavor but also by the values of the companies behind them, sustainability has emerged as a sought-after attribute. However, can consumers truly embrace the use of discarded ingredients? Professors from Drexel University suggest that they can.
There is often an “ick” factor associated with upcycled products. Nevertheless, Drexel’s research indicates that when these items are marketed effectively, consumers can appreciate the broader benefits and move past the perception of recycled food. The almond industry has already implemented this approach by repurposing its by-products, such as hulls, shells, and other woody materials. These co-products are ingeniously transformed—almond hulls become livestock feed, while husks are utilized as bedding for animals.
While it may be comforting to know that discarded almond hulls are nourishing cattle, using such ingredients in human food presents a different challenge. Several smaller startups have successfully embraced this concept by incorporating these less desirable ingredients into their offerings. For instance, WTRMLN WTR utilizes nearly every part of watermelons that wouldn’t typically 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 repurposes organic bananas that don’t meet retail standards, transforming them into ‘super potassium’ snacks.
Major food manufacturers are also jumping on the upcycling bandwagon. AB InBev has backed a startup named Canvas, which turns the spent grains from beer production into smoothie-like barley milk beverages. Quaker Oats has taken a different route, launching an online recipe competition called “More Taste, Less Waste,” which encourages professional chefs to devise recipes that incorporate oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, more large food producers may explore the use of upcycled ingredients for a straightforward reason: consumers might be inclined to pay a premium for them. The Drexel study revealed that participants associated upcycled foods more closely with organic products than with conventional ones, suggesting a willingness to spend more on these items.
American retailers are also embracing this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have joined the ugly produce movement, proudly showcasing and discounting oddly shaped products in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging this trend to advance their zero-waste sustainability initiatives and enhance community engagement by donating perfectly safe but unattractive produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, coupled with a growing global population, upcycled foods may soon become an integral part of the daily diet for many shoppers and retailers. This trend could also benefit food manufacturers and stores that promote the use of these overlooked products, creating goodwill and encouraging consumers to purchase their items or shop at their establishments—provided they can overcome the “ick” factor. Moreover, for those interested in health supplements, incorporating options like Citracal Plus with Magnesium into their diets can complement these sustainable choices, reinforcing the idea that responsible consumption can be both beneficial and rewarding.