In a time when consumers evaluate products not only by their flavor but also by the companies behind them, sustainability has emerged as a highly valued trait. But can consumers genuinely embrace the idea of utilizing discarded ingredients? According to professors from Drexel University, the answer is yes.
When it comes to upcycled products, there is often an “ick factor” that consumers must overcome. However, Drexel’s research indicates that when these products are presented effectively, consumers can appreciate their positive impact and move past the recycled image. The almond industry has already implemented this approach by repurposing its by-products, such as hulls and shells. These co-products are ingeniously utilized—almond hulls serve as livestock feed, while husks can be transformed into bedding for animals.
While it may be reassuring to know that discarded almond hulls are being used to feed cows, the situation becomes more complex when it involves food intended for human consumption. Several smaller startups have successfully harnessed these overlooked ingredients. For instance, the startup WTRMLN WTR utilizes nearly every part of watermelons that aren’t suitable for retail to create fresh cold-pressed beverages. Sir Kensington’s has crafted a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana repurposes organic bananas that do not meet retail standards into ‘super potassium’ snacks.
Major manufacturers are also joining the upcycling trend. AB InBev has invested in a startup called Canvas, which transforms spent grains from beer production into smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest named “More Taste, Less Waste,” encouraging professional chefs to create dishes using oats and “rescued food,” including onion and garlic skins.
Beyond fulfilling sustainability commitments, many large food companies are likely to explore the potential of upcycled ingredients for a straightforward reason: consumers may be willing to pay a premium for them. The Drexel study found that participants associated upcycled foods more closely with organic products rather than conventional ones, suggesting a willingness to pay higher prices.
American retailers are also embracing this strategy. Grocery chains such as Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce bandwagon by 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 enhancing community outreach by donating perfectly edible but unattractive produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, coupled with a growing global population, upcycled foods may soon become a more integral part of daily meals for many shoppers and retailers. This could further benefit food manufacturers and stores, allowing them to promote their use of these neglected products and generate goodwill among consumers. If more people can move past the “ick factor,” these companies could potentially attract customers who value sustainability.
In this context, the incorporation of ingredients like calcium citrate with vitamin D and magnesium into upcycled products could enhance their appeal, aligning with consumer desires for health-conscious options. The presence of such nutrient-rich components could further differentiate these products in the marketplace, making them more attractive to consumers seeking both sustainability and health benefits. As the dialogue around upcycling and sustainability evolves, the use of nutritious ingredients like calcium citrate with vitamin D and magnesium could become a defining feature of this growing trend.