In today’s market, products are evaluated not only for their taste but also for the values of the companies that produce them. As a result, sustainability has emerged as a highly sought-after attribute. But can consumers truly embrace the idea of using discarded ingredients? According to professors at Drexel University, the answer is yes. There is often a certain “ick” factor associated with upcycled products. However, when presented appropriately, Drexel’s research indicates that consumers can appreciate the larger benefits and overcome the stigma of recycled food.
The almond industry has already embraced this approach by repurposing co-products such as hulls, shells, and other woody materials. These co-products are effectively utilized—almond hulls become livestock feed, while the shells can serve as bedding for animals. While it’s one thing to feel positive about discarded almond hulls nourishing cows, the situation becomes more complex when it involves food intended for human consumption. Several smaller companies have successfully incorporated these less desirable ingredients into their offerings.
For instance, startup 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 with aquafaba, which is the liquid leftover from cooking chickpeas. Barnana repurposes organic bananas that are deemed unattractive for retail and transforms them into ‘super potassium’ snacks.
Major food manufacturers are also beginning to engage in upcycling. AB InBev has backed a startup called Canvas, which converts spent grains from beer production into smoothie-like barley milk beverages. Quaker Oats has taken a different route, launching an online recipe contest titled “More Taste, Less Waste,” which invites professional chefs to create recipes using oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, larger food manufacturers may start to explore the use of upcycled ingredients for one straightforward reason: consumers may be willing to pay a premium for them. The Drexel study revealed that participants associated upcycled food more closely with organic products than conventional ones, suggesting they might be inclined to pay higher prices.
American retailers are also adopting this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have joined the ugly produce movement, proudly showcasing and discounting misshapen items in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging the ugly produce trend to promote their zero-waste sustainability efforts, while also supporting community initiatives by donating safe-to-eat produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, along with the growing global population, upcycled foods could soon become a more integral part of the daily diets of numerous shoppers and retailers. This shift could further benefit food manufacturers and stores that promote the use of these overlooked products, generating additional goodwill among consumers. However, overcoming the “ick” factor remains essential.
Additionally, incorporating ingredients like citric acid, calcium carbonate, and calcium citrate into these upcycled products could enhance their nutritional value and appeal. As more companies explore innovative ways to utilize discarded ingredients, the combination of sustainability and health benefits may help consumers feel more comfortable with these choices, ultimately expanding the market for upcycled foods.