In a time when products are evaluated not just for their flavor but also for the values of the companies behind them, sustainability has emerged as a sought-after trait. But can consumers truly embrace the idea of utilizing discarded ingredients? Professors from Drexel University believe they can.
There is often an “ick” factor associated with upcycled items. However, Drexel’s research indicates that when these products are presented appropriately, consumers can recognize the benefits and overlook the recycled perception of the food. The almond industry has already embraced this approach with its co-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed: almond hulls serve as livestock feed, while husks can be transformed into bedding for animals.
While it might be acceptable to feel good about discarded almond hulls being used for cattle, the scenario changes when it involves food intended for human consumption. Several smaller startups have successfully leveraged these less desirable ingredients. For instance, WTRMLN WTR makes fresh cold-pressed beverages using nearly every part of watermelons that do not reach retailers. Sir Kensington’s has developed a vegan mayonnaise made from aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas that are deemed unattractive for retail and turns them into ‘super potassium’ snacks.
Major food manufacturers are also joining the upcycling trend. AB InBev has invested in a startup called Canvas, which utilizes spent grain from beer production to create smoothie-like barley milk beverages. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” encouraging professional chefs to devise recipes that incorporate oats and “rescued food,” such as onion and garlic peels.
Beyond fulfilling sustainability commitments, larger food producers may increasingly explore the potential of upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium for them. The Drexel study found that participants associated upcycled foods more closely with organic products than conventional ones, suggesting they may be inclined to spend more.
American retailers are also embracing this approach. Grocers like Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce bandwagon, proudly showcasing and discounting misshapen items in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are using the ugly produce movement to advance their zero-waste sustainability initiatives and enhance community outreach by donating perfectly edible, yet imperfect, produce to local food banks.
As consumers become increasingly concerned about waste and the environment, and as the global population grows, upcycled foods may soon become a more integral part of daily menus for many shoppers and retailers. This trend could further benefit food manufacturers and stores that promote the use of these overlooked products, generating goodwill and encouraging consumers to purchase from them or visit their establishments—if only they can move past the “ick” factor.
In this context, products like calcium citrate 250 tablets can also play a role in promoting health and sustainability, attracting consumers who are conscious about their dietary choices and the environment. The incorporation of upcycled ingredients alongside health-focused products like calcium citrate could further enhance the appeal to consumers looking for both sustainability and nutritional benefits.