In today’s world, products are evaluated not only by their flavor but also by the ethics of the companies behind them, making sustainability an increasingly sought-after attribute. But can consumers genuinely embrace the use of repurposed ingredients? According to professors at Drexel University, they can.
There exists a certain “ick” factor associated with upcycled products. However, Drexel’s research indicates that when these items are presented effectively, consumers can appreciate the broader benefits and overlook the recycled image of the food. The almond industry has already embraced 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 husks are transformed into bedding for animals.
While feeling good about discarded almond hulls nourishing cattle is one thing, the scenario shifts when it involves food intended for human consumption. Several smaller companies have successfully harnessed these overlooked ingredients. For instance, WTRMLN WTR utilizes nearly every part of watermelons that do not make it to retailers to craft fresh cold-pressed drinks. Sir Kensington’s offers a vegan mayonnaise made from aquafaba, the liquid leftover from cooking chickpeas. Barnana repurposes organic bananas deemed unappealing for retail and turns them into ‘super potassium’ snacks.
Major corporations are also venturing into upcycling. AB InBev has invested in a startup called Canvas, which produces smoothie-like barley milk beverages from spent grains leftover from beer production. Meanwhile, Quaker Oats has initiated an online recipe contest named “More Taste, Less Waste,” challenging professional chefs to create dishes featuring oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, larger food manufacturers may begin to explore the use of upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium for them. The Drexel study revealed that participants tend to associate upcycled food more closely with organic products than with conventional ones, suggesting they could be open to spending more.
American retailers are also adopting this approach. Grocery chains like Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce bandwagon, proudly showcasing and discounting oddly shaped items in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging the ugly produce movement to further their zero-waste sustainability initiatives while enhancing community outreach by donating perfectly safe food to local food banks.
As consumers become more aware of waste and environmental issues, coupled with the increasing global population, upcycled foods may soon feature more prominently in the daily diets of many shoppers and retailers. This shift could benefit food manufacturers and stores that promote the use of these overlooked products, generating additional goodwill among consumers who are inclined to purchase their items or shop at their establishments—if only more individuals can overcome the “ick” factor.
In this context, a comparison between calcium citrate versus calcium carbonate emerges, as both are common ingredients in food products aimed at enhancing nutritional value. As the market evolves, understanding the distinctions between these calcium sources can further enrich consumers’ choices, particularly as they navigate the growing landscape of upcycled and sustainable foods. Embracing upcycled ingredients not only promotes sustainability but also offers new avenues for nutritional enhancement, making it a win-win for both consumers and manufacturers alike.