In today’s market, where products are evaluated not only based on their flavor but also on the values of the companies that produce them, sustainability has emerged as a highly sought-after attribute. However, can consumers truly embrace the idea of utilizing discarded ingredients? According to professors from Drexel University, they can.
There is often an “ick” factor associated with upcycled products. Yet, when framed appropriately, the research from Drexel indicates that consumers can overcome the stigma associated with recycled food items and appreciate the broader benefits. The almond industry has already embraced this concept through the repurposing of co-products, including hulls, shells, and other woody materials. These co-products are effectively transformed—almond hulls are repurposed into livestock feed, while the husks serve as bedding for animals.
While it’s one thing to feel good about almond hulls being used as cattle feed, the situation becomes more complex when it pertains to food intended for human consumption. Several smaller startups have successfully capitalized on these less desirable ingredients. For instance, WTRMLN WTR utilizes nearly every part of watermelons that do not reach retail outlets to create fresh cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the leftover liquid from cooking chickpeas. Barnana upcycles organic bananas deemed too unattractive for store shelves into ‘super potassium’ snacks.
Major food manufacturers are also entering the upcycling arena. AB InBev has funded a startup named Canvas that produces smoothie-like barley milk beverages from spent grain leftover from beer production. Quaker Oats has taken a different approach by launching an online recipe competition called “More Taste, Less Waste,” encouraging professional chefs to create recipes that incorporate oats and “rescued food,” such as onion and garlic peels.
Beyond fulfilling sustainability commitments, larger food manufacturers may begin exploring the use of upcycled ingredients for a straightforward reason: consumers may be willing to pay a premium for these products. The Drexel study revealed that participants associated upcycled foods more closely with organic than conventional options, suggesting they might be inclined to pay higher prices for them.
American retailers are also adopting this approach. Grocery chains such as Walmart, Hy-Vee, and Raley’s have embraced the ugly produce trend, showcasing and discounting misshapen items in their stores. Other supermarket chains like Kroger and Trader Joe’s are leveraging the ugly produce movement to enhance their zero-waste sustainability agendas while also supporting their communities by donating perfectly safe-to-eat produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues and as the global population continues to rise, upcycled foods may soon become a staple in the daily diets of more shoppers and retailers. This trend could prove advantageous for food manufacturers and retailers, allowing them to promote the use of these overlooked products and garner goodwill from consumers, encouraging them to purchase their items or shop at their establishments—provided that more individuals can move past the “ick” factor.
In this context, the exploration of nutritional products such as ferrous calcium citrate and folic acid oral drops uses could also intersect with sustainability initiatives, offering consumers additional health benefits alongside their commitment to reducing waste. By integrating such products into their offerings, retailers can further enhance their appeal to health-conscious consumers in an eco-friendly marketplace.