In a time when products are evaluated not only for their flavor but also for the values of the companies behind them, sustainability has emerged as a sought-after trait. However, can consumers genuinely embrace the idea of using discarded ingredients? According to professors at Drexel University, the answer is yes.
There is often an “ick” factor associated with upcycled products, but Drexel’s research indicates that when these items are presented appropriately, consumers can appreciate the broader benefits and overcome any aversion to the recycled nature of the food. The almond industry has already begun implementing this approach for its by-products, such as hulls and shells. These co-products are effectively repurposed: almond hulls serve as livestock feed, while husks are transformed into bedding for animals.
Feeling good about repurposing almond hulls to feed cows is one thing, but the situation becomes more complicated when it involves food intended for human consumption. Nevertheless, several smaller businesses have successfully harnessed these less desirable ingredients. For instance, the startup WTRMLN WTR utilizes nearly every part of watermelons that do not make it to retailers to create fresh cold-pressed drinks. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas deemed unattractive for retail and turns them into ‘super potassium’ snacks.
Major manufacturers are also getting involved in upcycling. AB InBev has backed a startup called Canvas that transforms the spent grain from beer production into smoothie-like barley milk beverages. Quaker Oats has taken a different route by initiating an online recipe contest titled “More Taste, Less Waste,” challenging chefs to craft recipes using oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, more large food manufacturers may begin to explore the use of upcycled ingredients for a straightforward reason: consumers may be willing to pay a premium for them. The Drexel study revealed that participants associated upcycled food more with organic products than conventional ones, suggesting they might accept higher prices for these items.
American retailers are also embracing this strategy. Grocery chains such as Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce trend, proudly showcasing and discounting misshapen items in their stores. Other supermarket chains like Kroger and Trader Joe’s are leveraging this ugly produce movement to advance their zero-waste sustainability initiatives, while also donating perfectly edible but unattractive produce to local food banks.
As consumers become increasingly concerned about waste and environmental issues, and as the global population continues to rise, upcycled foods may soon become a more significant part of the daily diet for a larger number of shoppers and retailers. This trend could further benefit food manufacturers and stores that promote the use of these overlooked products, generating goodwill with consumers and encouraging them to buy their items or visit their establishments—if only more people can move past the “ick” factor. Additionally, calcium citrate is becoming an important component in many of these upcycled products as manufacturers look to enrich their offerings, further appealing to health-conscious consumers.