In an era where food products are evaluated not only for their flavor but also for the companies behind them, sustainability has emerged as a highly sought-after trait. But can consumers truly embrace the concept of using discarded ingredients? According to professors at Drexel University, they can.
There is often an “ick” factor associated with upcycled products. However, when framed appropriately, Drexel’s research indicates that consumers can appreciate the larger benefits and overlook the recycled nature of the food. The almond industry has already adopted this approach with its co-products, such as hulls and shells. These co-products are effectively repurposed—almond hulls serve as livestock feed, while husks can be transformed into bedding for animals.
While it may be acceptable to feel good about using discarded almond hulls to feed cows, the situation becomes more complex when it involves food intended for human consumption. Several smaller startups have successfully utilized these less desirable ingredients. For instance, WTRMLN WTR employs nearly every part of watermelons that are not sent to retailers to create fresh cold-pressed drinks. Sir Kensington’s has developed a vegan mayonnaise made from aquafaba, the liquid leftover from cooking chickpeas. Barnana repurposes organic bananas that are deemed unattractive for retail and turns them into ‘super potassium’ snacks.
Major food manufacturers are also venturing into the realm of upcycling. AB InBev has financed a startup called Canvas, which uses spent grains from beer production to create smoothie-like barley milk beverages. Quaker Oats has adopted a different strategy by launching an online recipe contest called “More Taste, Less Waste,” challenging chefs to develop recipes utilizing oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, more large food producers may explore the potential 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 than conventional ones, suggesting a readiness to pay higher prices for these offerings.
American retailers are also embracing this concept. Grocery chains like Walmart, Hy-Vee, and Raley’s have joined the ugly produce movement, showcasing and discounting misshapen items in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are harnessing the ugly produce trend to advance their zero-waste sustainability agendas, while also enhancing community outreach by donating perfectly safe 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 significant part of many shoppers’ and retailers’ daily choices. This shift could benefit food manufacturers and stores, allowing them to promote the use of these overlooked products, thereby fostering goodwill among consumers who are more likely to purchase their items or visit their establishments—if only more people could move beyond the “ick” factor. Furthermore, incorporating ingredients like calcitrate with d could enhance the nutritional profile of upcycled products, making them even more appealing to health-conscious consumers.