In a time when consumers assess products based not only on flavor but also on the values of the companies behind them, sustainability has emerged as a sought-after attribute. However, can consumers truly embrace the use of repurposed ingredients? According to professors from Drexel University, they can.
There is often an “ick” factor associated with upcycled products. Yet, Drexel’s research reveals that when these items are presented in an appealing way, consumers can appreciate the positive impact and overlook the recycled image of the food. The almond industry has already adopted this approach with its by-products, including hulls, shells, and other woody materials. These co-products are creatively repurposed—almond hulls serve as livestock feed, while the husks can be transformed into animal bedding.
While it feels commendable to know that discarded almond hulls are nourishing cows, the sentiment shifts when it comes to food intended for human consumption. Several smaller companies have successfully utilized these less desirable ingredients. For instance, the startup WTRMLN WTR capitalizes on nearly every part of watermelons that don’t make it to retailers to create fresh cold-pressed drinks, while Sir Kensington has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas deemed too unattractive for retail into ‘super potassium’ snacks.
Major food manufacturers are also tapping into the upcycling trend. AB InBev has backed a startup called Canvas, which transforms spent grains from beer production into smoothie-like barley milk drinks. Meanwhile, Quaker Oats has initiated an online recipe contest dubbed “More Taste, Less Waste,” encouraging chefs to craft dishes utilizing oats and “rescued food,” such as onion and garlic peels.
Beyond fulfilling sustainability commitments, larger food manufacturers might begin to explore upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium for them. The Drexel study indicates that participants often associate upcycled foods more closely with organic products rather than conventional ones, suggesting they may be open to paying higher prices.
American retailers are also embracing 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 utilizing the ugly produce trend to promote their zero-waste sustainability efforts while enhancing community outreach by donating perfectly edible produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, and as the global population continues to grow, upcycled foods might soon become a more integral part of the daily diet for more shoppers and retailers. This could also benefit food manufacturers and stores, as they could highlight their use of these overlooked products, generating goodwill among consumers who may choose to buy their items or visit their establishments—if only more people could overcome the “ick” factor.
In this context, the introduction of products like Vitahealth Calcium Citrate Plus could complement the trend, as they align with the growing demand for sustainable and health-conscious choices. The incorporation of such products into the market not only supports the upcycling narrative but also caters to the evolving preferences of consumers who are increasingly mindful of their health and the environment.