In today’s world, where consumer choices are influenced not just by flavor but also by the manufacturers behind the products, sustainability has emerged as a sought-after attribute. However, can consumers truly embrace the use of discarded ingredients? Professors from Drexel University believe they can.
There exists a certain “ick” factor associated with upcycled products. Nevertheless, a study from Drexel suggests that when these products are marketed effectively, consumers can appreciate the broader benefits and move past any recycled stigma. The almond industry has already adopted this approach by repurposing its co-products, such as hulls and shells. These by-products are effectively utilized—almond hulls serve as livestock feed, while the husks are transformed into bedding for animals.
While it may seem acceptable to feel good about using discarded almond hulls to feed cows, the situation changes when it involves food intended for human consumption. Several smaller companies have successfully harnessed these less desirable ingredients. For instance, startup WTRMLN WTR utilizes nearly every part of watermelons that aren’t sold to retailers to produce fresh cold-pressed drinks. Sir Kensington’s has crafted a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas, while Barnana upcycles organic bananas deemed unattractive for retail, turning them into “super potassium” snacks.
Larger manufacturers are also engaging in upcycling initiatives. AB InBev has backed a startup called Canvas, which uses spent grains from beer production to create smoothie-like barley milk beverages. Meanwhile, Quaker Oats has initiated an online recipe contest named “More Taste, Less Waste,” inviting chefs to develop recipes using oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, many major food manufacturers may explore the use of upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium for them. The Drexel study revealed that participants associated upcycled foods more closely with organic products rather than conventional ones, suggesting that they may be inclined to spend more on such items.
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 fruits and vegetables. Other supermarket chains, including Kroger and Trader Joe’s, are leveraging the ugly produce trend to advance their zero-waste sustainability goals while enhancing community outreach by donating perfectly edible produce to local food banks.
As consumers become increasingly aware of waste and environmental issues, coupled with the rising global population, upcycled foods are likely to become a more significant component of many shoppers’ daily diets. This trend could offer additional benefits to food manufacturers and retailers, allowing them to promote the use of these overlooked products, which may foster goodwill among consumers. However, overcoming the initial “ick” factor remains crucial.
In this evolving landscape, even the smallest calcium citrate pills are gaining attention, as consumers look for innovative ways to incorporate health and sustainability into their lives. With upcycled foods becoming more mainstream, brands may find opportunities to integrate these concepts into their offerings, appealing to the growing market of health-conscious consumers.