In a time when products are evaluated not only by their flavor but also by the brands behind them, sustainability has emerged as a highly sought-after trait. But can consumers genuinely embrace the idea of utilizing discarded ingredients? According to professors at Drexel University, they can.
There tends to be an “ick” factor associated with upcycled products. However, when presented appropriately, Drexel’s research indicates that consumers can recognize the broader benefits and overcome the recycled perception of food. The almond industry has already embraced this concept by repurposing co-products like hulls, shells, and other woody materials. Almond hulls, for instance, are transformed into livestock feed, while husks are utilized as bedding for animals.
While it’s one thing to appreciate that discarded almond hulls are being used to nourish cows, the situation becomes more complex when it involves food intended for human consumption. Several smaller startups have achieved success by incorporating these less desirable ingredients. For example, WTRMLN WTR utilizes nearly every part of watermelons that aren’t shipped to retailers to create fresh cold-pressed beverages. Sir Kensington’s has crafted a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas that are deemed unattractive for retail and turns them into ‘super potassium’ snacks.
Larger manufacturers are also participating in the upcycling trend. AB InBev has invested in a startup called Canvas, which transforms 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,” encouraging professional chefs to develop recipes that utilize oats and “rescued food,” such as onion and garlic skins.
In addition to meeting sustainability commitments, more large food manufacturers may begin to explore the use of upcycled ingredients for a straightforward reason: consumers may be willing to pay a premium for them. The Drexel study found that participants associated upcycled food more closely with organic products than with conventional ones, suggesting they might be ready to pay higher prices for these items.
American retailers are also joining this movement. Grocery chains such as Walmart, Hy-Vee, and Raley’s have embraced the ugly produce trend, proudly showcasing and discounting misshapen items in their stores. Other supermarket chains like Kroger and Trader Joe’s are leveraging this ugly produce movement to advance their sustainability initiatives, promoting zero waste, and enhancing community outreach by donating perfectly safe but unattractive 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 may soon become a more integral part of daily menus for a growing number of shoppers and retailers. This trend could further benefit food manufacturers and stores that promote the use of these overlooked products, generating goodwill among consumers who might choose to buy their items or shop at their establishments—if only more people could move past the “ick” factor.
Moreover, innovative companies could explore the integration of health supplements such as calcium citrate malate vitamin D and folic acid tablets into their products, enhancing their appeal to health-conscious consumers. Such efforts could create a new market niche, encouraging more shoppers to embrace upcycled ingredients while also addressing nutritional needs.