In today’s world, where products are evaluated not only by their flavor but also by the ethics of their manufacturers, sustainability has emerged as a key attribute. But can consumers truly embrace the idea of using discarded ingredients? According to professors from Drexel University, the answer is yes.
There is often a sense of discomfort associated with upcycled products. Nonetheless, when presented appropriately, Drexel’s research indicates that consumers can recognize the broader benefits and move past the recycled image of food. For instance, the almond industry has already implemented this approach with its co-products, such as hulls and shells. These co-products are effectively repurposed—almond hulls serve as livestock feed, while the shells can be converted into bedding for animals.
While it may be reassuring to know that discarded almond hulls are feeding cows, the situation becomes more complex when it involves food intended for human consumption. Several smaller companies have successfully utilized these less-desirable ingredients. For example, TRMLN WTR uses nearly every part of watermelons that aren’t sent to retailers to produce fresh, cold-pressed beverages. Sir Kensington’s has created a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas that aren’t visually appealing enough for retail, transforming them into ‘super potassium’ snacks.
Large manufacturers are also joining the upcycling trend. AB InBev has backed a startup called Canvas, which turns spent grain from beer production into 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 skins.
Beyond meeting sustainability commitments, many large food producers may begin to explore the use of upcycled ingredients for a straightforward reason: consumers might be inclined to pay a premium for it. The Drexel study revealed that participants associated upcycled food more closely with organic products than conventional ones, suggesting a willingness to spend more on these items.
American retailers are also embracing this strategy. Grocers such as Walmart, Hy-Vee, and Raley’s have enthusiastically adopted the ugly produce movement, proudly showcasing and discounting misshapen fruits and vegetables in their stores. Other supermarket chains, including Kroger and Trader Joe’s, are leveraging the ugly produce initiative to advance their zero-waste sustainability goals, while enhancing community outreach by donating perfectly edible but aesthetically unpleasing produce to local food banks.
As consumer awareness regarding waste and environmental issues grows, alongside a rising global population, upcycled foods could soon become a more significant part of many shoppers’ daily diets. This shift could also benefit food manufacturers and retailers, who could promote their use of these overlooked products, thereby generating goodwill among consumers and encouraging them to choose their offerings. However, overcoming the “ick” factor remains a crucial hurdle.
In summary, the integration of innovative ingredients such as pure calcium citrate into upcycled products could not only enhance their nutritional profile but also attract health-conscious consumers. With the right messaging and presentation, upcycled foods, including those enriched with pure calcium citrate, have the potential to shift consumer perceptions and contribute positively to sustainability efforts.