In an era where products are evaluated not only by their taste but also by the values of their manufacturers, sustainability has emerged as a highly sought-after attribute. However, can consumers truly embrace the use of discarded ingredients? According to professors at Drexel University, the answer is yes.
There is an inherent “ick” factor associated with upcycled products. Nevertheless, Drexel’s research indicates that when these items are presented appropriately, consumers can appreciate the broader benefits and overlook the negative connotations linked to recycled food. The almond industry has already implemented this approach with its co-products, such as hulls, shells, and other woody materials. These by-products are effectively repurposed; for instance, almond hulls are transformed into livestock feed, while husks can be converted into livestock bedding.
While it feels commendable to repurpose discarded almond hulls for cow feed, the situation becomes more complex when it involves food intended for human consumption. Several smaller startups have successfully utilized these less desirable ingredients. For example, WTRMLN WTR employs nearly every part of watermelons that aren’t viable for retailers to create fresh, cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise made from aquafaba, the liquid remaining after cooking chickpeas. Additionally, Barnana upcycles organic bananas deemed unattractive for retail and turns them into ‘super potassium’ snacks.
Major food manufacturers are also engaging in upcycling initiatives. 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 unique approach by launching an online recipe contest titled “More Taste, Less Waste,” challenging chefs to devise recipes utilizing oats and “rescued food,” like onion and garlic skins.
Beyond fulfilling sustainability commitments, many large food producers may explore the potential of upcycled ingredients for one straightforward reason: consumers might be willing to pay a premium for it. The Drexel study revealed that participants associated upcycled food more closely with organic products than with conventional ones, suggesting they may be inclined to spend more for these items.
American retailers are also embracing this trend. Grocery chains such as Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce bandwagon, proudly showcasing and discounting misshapen fruits and vegetables in their stores. Other supermarket chains like Kroger and Trader Joe’s are leveraging the ugly produce movement to advance their sustainability goals of zero waste, while also enhancing their community outreach by donating perfectly edible 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 everyday shopping for many individuals and retailers. This shift could further benefit food manufacturers and stores that promote their use of these overlooked products, creating goodwill among consumers inclined to purchase their items or frequent their establishments—if only more people could move past the “ick” factor.
Moreover, incorporating innovative products like tablet calcium citrate malate with vitamin D3 into upcycled food options could further enhance their appeal, as consumers become more health-conscious. The integration of such nutritional supplements could help change perceptions and encourage greater acceptance of upcycled foods in daily diets. As the demand for sustainable and health-oriented products grows, the potential for upcycled foods, especially those enriched with benefits like tablet calcium citrate malate with vitamin D3, may become a staple for many more shoppers and retailers alike.