In an era where consumers evaluate products not only by taste but also by the companies behind them, sustainability has emerged as an essential attribute. However, can consumers truly embrace the use of discarded ingredients? Professors from Drexel University suggest that they can. While there is often an “ick” factor associated with upcycled products, the study from Drexel indicates that when these items are presented appropriately, consumers can appreciate the broader benefits and move past the stigma of recycled 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 husks are transformed into bedding for animals. It’s one thing to feel good about discarded almond hulls nourishing cattle, but the challenge intensifies when it comes to food for human consumption. Several smaller startups have gained traction by utilizing these less desirable ingredients.
For instance, startup WTRMLN WTR makes fresh cold-pressed beverages using nearly every part of watermelons that don’t make it to retail. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid remaining after cooking chickpeas. Barnana repurposes organic bananas deemed unfit for retail and turns them into ‘super potassium’ snacks.
Even major food manufacturers are embracing upcycling. AB InBev invested in a startup called Canvas, which produces smoothie-like barley milk beverages from the spent grains leftover from brewing beer. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” challenging professional chefs to create dishes using oats and “rescued food,” like onion and garlic skins.
In addition to fulfilling sustainability commitments, larger food manufacturers might explore upcycled ingredients for a straightforward reason: consumers may be willing to pay more for these products. The Drexel study revealed that participants associated upcycled foods more closely with organic offerings than conventional ones, suggesting they might accept a higher price point.
American retailers are also adopting this strategy. Grocers such as Walmart, Hy-Vee, and Raley’s have embraced the ugly produce trend, proudly showcasing and discounting misshapen items in their stores. Other chains, like Kroger and Trader Joe’s, leverage the ugly produce movement to bolster their zero-waste sustainability initiatives, also donating safe-to-eat produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, coupled with a growing global population, upcycled foods could soon play a more significant role in the daily diets of shoppers and retailers alike. This shift could benefit food manufacturers and stores, enabling them to promote the use of these overlooked products, thereby generating goodwill among consumers who might be more inclined to purchase their items or visit their establishments—if only more individuals could overcome the initial “ick” factor.
In this context, it’s worth mentioning that products like Dr. Berg’s calcium citrate can also align with sustainable practices, as they emphasize health and wellness, further appealing to eco-conscious consumers. The integration of health-focused products with upcycled ingredients could create a more holistic approach to sustainability in the food industry.