In a time when consumers evaluate products not only based on taste but also on the companies behind them, sustainability has emerged as a sought-after characteristic. However, can consumers truly embrace the idea of using discarded ingredients? Professors from Drexel University believe they can.
There is often an “icky” perception associated with upcycled products, yet Drexel’s research suggests that when these items are presented appealingly, consumers can appreciate the positive impact and move past the recycled connotation. The almond industry has already implemented this approach for its by-products, such as hulls, shells, and other woody materials. These co-products are creatively repurposed—almond hulls serve as livestock feed, while the husks are converted into bedding for animals.
While it’s commendable to use discarded almond hulls to nourish 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 transforms nearly every part of watermelons that aren’t sent to retailers into fresh, cold-pressed beverages. Sir Kensington’s has introduced a vegan mayonnaise made from aquafaba, the liquid leftover from cooking chickpeas. Barnana repurposes organic bananas that are deemed unattractive for retail, turning them into ‘super potassium’ snacks.
Major food manufacturers are also joining the upcycling trend. AB InBev has invested in a startup called Canvas, which creates smoothie-like barley milk beverages using spent grain from beer production. Similarly, Quaker Oats has launched an online recipe contest titled “More Taste, Less Waste,” encouraging professional chefs to craft recipes utilizing oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, more large food companies might explore using upcycled ingredients simply because consumers might be inclined to pay a premium for them. 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 adopting this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have embraced the ugly produce movement, proudly showcasing and discounting imperfect fruits and vegetables in their stores. Other supermarket chains, including Kroger and Trader Joe’s, are leveraging the ugly produce trend to advance their zero-waste sustainability initiatives, while also enhancing community outreach by donating safe-to-eat produce to local food banks.
As consumers grow increasingly concerned about waste and environmental issues, and as the global population expands, upcycled foods may soon become a more integral part of daily meals for many shoppers and retailers. This shift could further benefit food manufacturers and stores that effectively promote their use of these overlooked products, generating goodwill among consumers who may choose to buy their items or shop at their stores—if only more people could overcome the “ick” factor. Meanwhile, products that incorporate ingredients like calcium citrate medicine could also become a focus within this upcycling trend, appealing to health-conscious consumers looking for sustainable options.