In a time when products are evaluated not only by their flavor but also by the manufacturers behind them, sustainability has emerged as a sought-after attribute. However, can consumers genuinely embrace the use of discarded ingredients? Professors from Drexel University suggest that they can. There’s often an “ick” factor associated with upcycled products, but when presented appropriately, Drexel’s research indicates that consumers can recognize the benefits and overlook the recycled image of food.
The almond industry has already begun utilizing this approach with its co-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed: almond hulls are transformed into livestock feed, while husks are converted into bedding for animals. Although it feels commendable to use discarded almond hulls to nourish cows, the situation becomes more complex when it involves food intended for human consumption. Several smaller startups have successfully integrated these less desirable ingredients into their products.
For example, WTRMLN WTR utilizes nearly every part of watermelons that aren’t shipped to retailers to create fresh cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise made from aquafaba, the liquid leftover from boiling chickpeas. Barnana repurposes organic bananas that aren’t visually appealing enough for retail and turns them into ‘super potassium’ snacks.
Major food manufacturers are also venturing into the realm of upcycling. AB InBev has financed a startup called Canvas, which uses spent grain from beer production to create smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” encouraging professional chefs to devise recipes that incorporate oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, larger food manufacturers may increasingly explore the potential of using upcycled ingredients for a straightforward reason: consumers might be inclined to pay a premium for these products. The Drexel study revealed that participants were more likely to associate upcycled foods with organic rather than conventional products, suggesting they may be willing to spend more on them.
American retailers are also adopting this strategy. Grocery chains such as Walmart, Hy-Vee, and Raley’s have embraced the ugly produce trend, proudly showcasing and discounting misshapen items in their stores. Other supermarket chains like Kroger and Trader Joe’s are leveraging the ugly produce movement to advance their zero-waste sustainability initiatives, while also enhancing community outreach by donating perfectly edible, yet visually imperfect, produce to local food banks.
As consumer concerns about waste and environmental issues grow—coupled with a rising global population—upcycled foods may soon become a more significant part of the daily menu for many shoppers and retailers. This shift could further benefit food manufacturers and stores that promote the use of these overlooked products, creating additional goodwill among consumers. If only more people can move past the “ick” factor, we might see a greater acceptance of such products, including calcium citrate oral tablets as part of a sustainable lifestyle.