In a time when products are evaluated not only for their flavor but also for the values of their manufacturers, sustainability has emerged as a highly sought-after trait. However, can consumers truly embrace the use of repurposed ingredients? Professors at Drexel University believe they can.
There is often a sense of discomfort associated with upcycled products. Nevertheless, Drexel’s research indicates that when these items are presented appropriately, consumers can appreciate the larger benefits and overlook the stigma attached to recycled foods. For instance, the almond industry has successfully implemented this approach with its co-products, such as hulls, shells, and other woody materials. These by-products are effectively repurposed; almond hulls are transformed into livestock feed, while husks can serve as bedding for animals.
Feeling good about using discarded almond hulls to feed cattle is one thing, but it becomes more complex when it involves food intended for human consumption. A number of smaller companies have found success by utilizing these less desirable ingredients. For example, the startup WTRMLN WTR incorporates nearly every part of watermelons that do not make it to retailers to create refreshing cold-pressed beverages. 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.
Even major food manufacturers are beginning to embrace upcycling. AB InBev has invested in a startup called Canvas, which uses spent grains from beer production to create smoothie-like barley milk beverages. Quaker Oats has taken a different approach by launching an online recipe contest titled “More Taste, Less Waste,” which challenges chefs to create dishes using oats and “rescued food” like onion and garlic skins.
In addition to meeting their sustainability commitments, large food manufacturers may increasingly 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 food more closely with organic products than with conventional ones, suggesting they might be inclined to pay higher prices.
American retailers are also joining this movement. Grocery chains such as Walmart, Hy-Vee, and Raley’s have embraced the ugly produce trend, proudly showcasing and discounting misshapen items. Other supermarkets, including Kroger and Trader Joe’s, are capitalizing on the ugly produce initiative to advance their zero-waste sustainability goals, while supporting their communities by donating perfectly edible yet unsightly produce to local food banks.
As consumer concerns about waste and environmental issues grow, alongside a rising global population, upcycled foods may soon become an integral part of the daily diet for many shoppers and retailers. This shift could benefit food manufacturers and stores that promote the use of these overlooked products, fostering goodwill among consumers who choose to purchase their items or shop at their establishments—if only more people could move past the initial “ick” factor. Incorporating ingredients like calcium citrate 315 mg plus D3 into these upcycled products may further enhance their appeal, supporting both health and sustainability objectives.