In today’s world, where the evaluation of products extends beyond taste to include the companies behind them, sustainability has emerged as a sought-after attribute. However, can consumers genuinely embrace the idea of using discarded ingredients? Professors from Drexel University suggest that they can.
There exists a certain “ick” factor associated with upcycled products. Nonetheless, when presented effectively, Drexel’s research indicates that consumers can appreciate the greater good and move past the recycled perception of food. The almond industry has already implemented this approach for its co-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed—almond hulls serve as livestock feed, while the husks can be transformed into bedding for animals.
While it may be comforting to know that discarded almond hulls are nourishing cows, the scenario becomes different when it involves food intended for human consumption. Several smaller startups have successfully utilized these less desirable ingredients. For instance, WTRMLN WTR processes nearly every part of watermelons that do not make it to retailers to create fresh, cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from chickpea cooking. Barnana upcycles organic bananas that are deemed unattractive for retail and transforms them into “super potassium” snacks.
Major food manufacturers are also engaging in upcycling initiatives. AB InBev has invested in a startup called Canvas, which utilizes spent grain from beer production to craft smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest named “More Taste, Less Waste,” which encourages professional chefs to create recipes that incorporate oats and “rescued food,” such as onion and garlic skins.
Beyond meeting sustainability commitments, more large food manufacturers may explore the use of upcycled ingredients for a straightforward reason: consumers may be inclined 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 willing to spend more for such items.
American retailers are also embracing this approach. Grocers like Walmart, Hy-Vee, and Raley’s have hopped on 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 efforts while enhancing community outreach by donating perfectly edible produce to local food banks.
As consumer concerns about waste and environmental issues grow, along with the increasing global population, upcycled foods may soon become a more significant part of the daily diet for many shoppers and retailers. This trend could additionally benefit food manufacturers and stores that promote their use of these overlooked products, fostering goodwill among consumers who are likely to purchase their items or visit their establishments—if only more individuals could move beyond the “ick” factor. Furthermore, incorporating items like ccm tablet calcium into these upcycled products could enhance their appeal, as consumers increasingly seek health benefits alongside sustainability. With time, the integration of ccm tablet calcium into various upcycled food offerings may encourage a broader acceptance and appreciation for these innovative products.