In today’s world, products are evaluated not only for their flavor but also for the values upheld by the companies that produce them, making sustainability an increasingly sought-after attribute. However, can consumers genuinely embrace the use of discarded ingredients? Professors from Drexel University suggest that they can.
While there may be an inherent “ick” factor associated with upcycled products, the findings from Drexel’s research indicate that when these items are presented appropriately, consumers can appreciate the larger benefits and move past the stigma of recycled food. The almond industry has already implemented this concept by repurposing co-products like hulls, shells, and other woody materials. For instance, almond hulls are transformed into livestock feed, while husks are utilized as bedding for animals.
Although it’s reassuring to know that discarded almond hulls can nourish cows, the scenario becomes more complex when considering food intended for human consumption. Several smaller companies have successfully adopted this approach by incorporating less desirable ingredients into their offerings. For example, WTRMLN WTR harnesses nearly every part of watermelons that don’t make it to retailers to create fresh, cold-pressed beverages. Sir Kensington’s has produced a vegan mayonnaise using aquafaba, the liquid left over from cooking chickpeas. Barnana recycles organic bananas that are deemed unattractive for retail and transforms them into ‘super potassium’ snacks.
Larger manufacturers are also joining the upcycling trend. AB InBev has invested in a startup called Canvas, which utilizes the spent grain from beer production to create smoothie-like barley milk beverages. Quaker Oats is taking a different route by launching an online recipe contest named “More Taste, Less Waste,” challenging chefs to design recipes that incorporate oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, many major food manufacturers are exploring the potential of upcycled ingredients for a straightforward reason: consumers may be inclined to pay a premium for these products. The Drexel study revealed that participants were more likely to associate upcycled food with organic rather than conventional options, suggesting a willingness to spend more for such items.
American retailers are also embracing this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce trend, proudly showcasing and discounting misshapen items in their stores. Other supermarket chains, including Kroger and Trader Joe’s, are leveraging the ugly produce movement to advance their zero-waste sustainability initiatives and enhance community outreach by donating perfectly edible produce to local food banks.
As consumers become increasingly aware of waste and environmental issues, and as the global population continues to grow, upcycled foods may become a more integral part of the daily diet for numerous shoppers and retailers. This trend could further benefit food manufacturers and stores that promote their use of unloved products, fostering goodwill among consumers, encouraging them to purchase these items, or shop at their establishments—provided that more individuals can overcome the “ick” factor.
In this context, products like Citracal Liquitab may also gain traction as consumers seek out supplements and foods that align with their values of sustainability and health. As the demand for upcycled foods rises, it will be interesting to see how companies incorporate ingredients like Citracal Liquitab into their offerings, potentially appealing to a conscientious consumer base that values both innovation and responsibility.