In today’s world, products are evaluated not only on their flavor but also on the values of the companies that produce them, making sustainability an increasingly sought-after trait. But can consumers truly embrace the idea of using repurposed ingredients? According to professors from Drexel University, the answer is yes.
There tends to be an “ick” factor associated with upcycled products, yet Drexel’s research indicates that when these products are presented properly, consumers can appreciate their positive impact and overlook any recycled connotations. The almond industry has already implemented this approach with its co-products, such as hulls, shells, and other woody materials. These co-products are creatively repurposed—almond hulls serve as livestock feed, while husks can be transformed into bedding for animals.
While it’s one thing to feel good about using discarded almond hulls for cattle, it’s a different story when it involves food intended for human consumption. Several smaller companies have found success by utilizing these less desirable ingredients. For instance, startup WTRMLN WTR capitalizes on nearly every part of watermelons that don’t make it to retailers to create fresh cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana repurposes organic bananas that are deemed too unattractive for retail into ‘super potassium’ snacks.
Major food manufacturers are also embracing the upcycling trend. AB InBev has invested in a startup called Canvas, which transforms spent grain from beer production into smoothie-like barley milk drinks. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” encouraging chefs to create dishes using oats and “rescued food,” such as onion and grapefruit peels.
Beyond fulfilling sustainability commitments, large food producers may explore the use of upcycled ingredients for a simple 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 with conventional ones, suggesting they may be open to spending more on these items.
American retailers are also adopting this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have joined the ugly produce movement by proudly showcasing and discounting misshapen fruits and vegetables in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging the ugly produce trend to enhance their sustainability agendas and strengthen community ties by donating perfectly safe but unsightly produce to local food banks.
As consumers become increasingly mindful of waste and environmental issues, coupled with a growing global population, upcycled foods may become an integral part of daily meals for many shoppers and retailers. This trend could further benefit food manufacturers and stores that promote the use of these overlooked products, fostering goodwill with consumers who are more likely to purchase from them—if only more people can overcome the initial “ick” factor.
Moreover, incorporating ingredients such as calcium citrate malate, vitamin D3, magnesium, and zinc tablets into these upcycled products could enhance their nutritional value, appealing even further to health-conscious consumers. Ultimately, as awareness and acceptance of upcycled foods increase, we may see a broader integration of these innovative practices in the food industry.