In a time when products are evaluated not only for their flavor but also for the companies behind them, sustainability has emerged as a sought-after attribute. However, can consumers truly embrace the idea of using discarded ingredients? Professors from Drexel University believe they can.
There is a certain “ick” factor associated with upcycled products. Nonetheless, when framed correctly, Drexel’s research indicates that consumers can recognize the broader benefits and move past the recycled perception of food. The almond industry has already implemented this approach by repurposing its by-products, such as hulls, shells, and other woody materials. These co-products find new life; for example, almond hulls serve as livestock feed, while husks are transformed into bedding for animals.
While it may feel acceptable to think of discarded almond hulls nourishing cows, the situation becomes more complex when it involves food intended for human consumption. Several smaller companies have successfully utilized these less desirable ingredients. For instance, the startup WTRMLN WTR makes cold-pressed beverages from nearly every part of watermelons not shipped to retailers. Sir Kensington’s has developed a vegan mayonnaise that incorporates aquafaba, the liquid leftover from cooking chickpeas. Similarly, Barnana upcycles organic bananas that fail to meet retail standards into ‘super potassium’ snacks.
Even major manufacturers are embracing upcycling. AB InBev has invested in a startup named Canvas, which transforms spent grains from beer production into smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest called “More Taste, Less Waste,” inviting professional chefs to create recipes using oats and “rescued food,” such as onion and garlic skins.
In addition to fulfilling sustainability commitments, many large food producers 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 conventional ones, suggesting they might accept higher prices for these items.
American retailers are also adopting this approach. Grocery chains like Walmart, Hy-Vee, and Raley’s have embraced the concept of ugly produce, 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 goals, while also supporting community outreach by donating perfectly safe food to local food banks.
As consumers become increasingly concerned about waste and environmental issues, coupled with the rise in the global population, upcycled foods are likely to become a more integral part of many consumers’ diets and retailers’ offerings. This trend could benefit food manufacturers and stores looking to promote their use of these overlooked ingredients, fostering goodwill among consumers and encouraging them to purchase their products or shop at their establishments—if only more people can move past the initial “ick” factor. Moreover, products like Walgreens Calcium Citrate Plus with Magnesium could complement a diet that embraces sustainability, highlighting an overall commitment to health and responsible consumption.