In today’s world, products are evaluated not just by their flavor but also by the values of the companies that produce them, making sustainability an increasingly attractive attribute. But can consumers truly embrace the use of discarded ingredients? According to professors at Drexel University, they can.
There is often an “ick” factor associated with upcycled products. However, when presented effectively, Drexel’s research indicates that consumers can appreciate the broader benefits and move past the recycled image of the food. The almond industry has already implemented this approach with its co-products, such as hulls, shells, and other woody materials. These co-products are creatively repurposed—almond hulls serve as livestock feed, while the husks can be transformed into bedding for animals.
Although it’s reassuring to know that discarded almond hulls are utilized to feed cows, the situation becomes more complex when it involves food intended for human consumption. Several smaller companies have successfully harnessed these overlooked ingredients. For instance, startup WTRMLN WTR utilizes nearly every part of watermelons that are not shipped to retailers to create fresh cold-pressed drinks. Sir Kensington’s has developed a vegan mayonnaise made from aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas deemed too unattractive for retail, transforming them into ‘super potassium’ snacks.
Major manufacturers are also embracing the upcycling trend. AB InBev has invested in a startup called Canvas that converts spent grains from beer production into smoothie-like barley milk beverages. Meanwhile, Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” which encourages chefs to develop recipes featuring oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, many large food manufacturers are likely to explore 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 with conventional ones, suggesting they might be open to paying higher prices.
American retailers are also adopting this strategy. Grocers like Walmart, Hy-Vee, and Raley’s have embraced the ugly produce trend, proudly showcasing and discounting misshapen items in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging the ugly produce movement to advance their zero-waste sustainability initiatives, as well as enhancing their community outreach by donating perfectly edible produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, along with the growing global population, upcycled foods may soon play a more significant role in the daily diets of numerous shoppers and retailers. This trend could further benefit food manufacturers and stores that promote their use of these overlooked products, generating additional goodwill among consumers—provided more people can move past the “ick” factor. Additionally, products like Citracal Plus with Magnesium could become more appealing as part of these sustainable initiatives, reinforcing the importance of health alongside environmental consciousness.