In an era where products are evaluated not only for their flavor but also for the ethics of their production, sustainability has emerged as an attractive attribute. But can consumers genuinely embrace the use of discarded ingredients? Professors at Drexel University assert that they can.
There is a certain “ick” factor associated with upcycled products; however, Drexel’s research indicates that when presented appropriately, consumers can appreciate the broader benefits and move past the stigma of recycled food. The almond industry has already embraced this approach by repurposing co-products like hulls, shells, and other woody materials. For instance, almond hulls are transformed into livestock feed, while husks are utilized for animal bedding.
While it’s one thing to feel positive about discarded almond hulls being fed to cattle, it becomes more complex when considering food intended for human consumption. Several smaller companies have successfully capitalized on these less desirable ingredients. For example, the startup WTRMLN WTR utilizes nearly every part of watermelons that do not make it to retail shelves to create fresh cold-pressed drinks. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the leftover liquid from cooking chickpeas. Barnana upcycles organic bananas deemed unattractive for retail and turns them into ‘super potassium’ snacks.
Major manufacturers are also engaging in upcycling. AB InBev has backed a startup named Canvas, which produces smoothie-like barley milk beverages from spent grains leftover from beer brewing. Quaker Oats has taken a different route by launching an online recipe contest called “More Taste, Less Waste,” inviting chefs to create dishes using oats and “rescued food,” including onion and garlic skins.
Beyond fulfilling sustainability commitments, many large food producers might explore upcycled ingredients for a straightforward reason: consumers may be willing to pay a premium for them. The Drexel study revealed that participants associated upcycled foods more closely with organic rather than conventional options, which could indicate a readiness to pay higher prices.
American retailers are also adopting this strategy. Grocers like Walmart, Hy-Vee, and Raley’s have embraced the concept of “ugly” produce by prominently displaying and discounting misshaped 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 initiatives and enhance community outreach by donating perfectly edible but unattractive produce to local food banks.
As consumers become increasingly concerned about sustainability and the environment, coupled with a growing global population, upcycled foods may soon play a more significant role in the daily diets of many shoppers and retailers. This shift could further benefit food manufacturers and stores, allowing them to promote the use of these overlooked products, thereby fostering goodwill with consumers. They may be more inclined to purchase from these brands or shop at these establishments—if they can move past the initial “ick” factor.
In this context, products like bluebonnet calcium citrate magnesium and vitamin D3 liquid could fit seamlessly into the conversation about sustainability, especially as they offer health benefits while supporting eco-friendly practices. By integrating such upcycled ingredients into their offerings, food manufacturers could cater to the health-conscious consumer while contributing to a more sustainable food system.