In a time when products are evaluated not only for their flavor but also for the ethics of their manufacturers, sustainability has emerged as a highly sought-after attribute. However, can consumers truly embrace the use of repurposed ingredients? Professors from Drexel University believe they can.
There often exists a certain “ick” factor associated with upcycled products. Yet, when effectively presented, Drexel’s research indicates that consumers can recognize the broader benefits and move past the stigma of recycled food. A prime example is the almond industry, which has successfully implemented this strategy by repurposing by-products such as hulls, shells, and other woody materials. These co-products have valuable uses: almond hulls serve as livestock feed, while husks provide bedding for animals.
While it’s reassuring to know that discarded almond hulls are utilized to nourish cows, the sentiment shifts when it involves food intended for human consumption. Some smaller companies have thrived by transforming these overlooked ingredients into marketable products. For instance, WTRMLN WTR capitalizes on nearly every part of watermelons that do not make it to retail, crafting refreshing cold-pressed drinks. Similarly, Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana has found a niche by upcycling organic bananas deemed unattractive for retail into ‘super potassium’ snacks.
Notably, larger manufacturers are also venturing into upcycling. AB InBev has supported a startup called Canvas, which utilizes the spent grains from beer production to create smoothie-like barley milk beverages. Meanwhile, Quaker Oats has taken a different route by launching an online recipe contest dubbed “More Taste, Less Waste,” inviting professional chefs to devise recipes featuring oats and “rescued food,” such as onion and garlic skins.
Beyond merely fulfilling sustainability commitments, major food manufacturers may increasingly 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 tended to associate upcycled foods more closely with organic products than conventional ones, suggesting a willingness to invest more in these items.
American retailers are also adopting this approach. Supermarkets such as Walmart, Hy-Vee, and Raley’s have embraced the trend of selling ugly produce, proudly showcasing and discounting these imperfect items. Other chains like Kroger and Trader Joe’s are leveraging the ugly produce initiative to advance their sustainability goals of zero waste, while also enhancing community outreach by donating safe-to-eat produce to local food banks.
As consumer concern for waste and environmental issues continues to rise alongside the growing global population, upcycled foods are likely to become a more integral part of the daily diet for numerous shoppers and retailers. This trend could further advantage food manufacturers and stores that promote their use of these overlooked products, generating goodwill among consumers eager to support such initiatives—if only more individuals can overcome the “ick” factor.
Moreover, as people become more health-conscious, products enriched with ingredients like calcium citrate 315 mg with vitamin D can add additional appeal. The integration of such nutritional benefits into upcycled offerings could enhance their marketability, making them attractive to consumers seeking both sustainability and health benefits.