In today’s world, products are evaluated not only by their flavor but also by the values of the companies that create them. Sustainability has emerged as an appealing attribute. Yet, can consumers truly embrace the use of discarded ingredients? According to professors at Drexel University, the answer is yes.
There’s an inherent “ick” factor associated with upcycled products. However, Drexel’s research indicates that when these items are presented properly, consumers can recognize the broader benefits and overcome any negative perceptions tied to the recycling aspect of food. For instance, the almond industry has already implemented this approach by repurposing co-products such as hulls, shells, and other woody materials. Almond hulls serve as livestock feed, while husks can be transformed into bedding for animals.
While it may be comforting to know that discarded almond hulls are feeding cows, it becomes more complex when considering food intended for human consumption. Several smaller companies have successfully utilized these less desirable ingredients. For example, the startup WTRMLN WTR capitalizes on nearly every part of watermelons that don’t make it to retailers to create refreshing beverages. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas that don’t meet retail standards into “super potassium” snacks.
Major food manufacturers are also joining the upcycling movement. AB InBev has supported a startup named Canvas, which produces smoothie-like barley milk beverages from spent grains generated during beer production. Meanwhile, Quaker Oats has initiated an online recipe contest called “More Taste, Less Waste,” encouraging chefs to devise recipes that feature oats and “rescued food,” like onion and garlic skins.
In addition to meeting sustainability commitments, many large food producers may begin to explore the use of upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium for them. The study from Drexel found that participants associated upcycled food more closely with organic products compared to conventional options, suggesting they might be inclined to spend more on these items.
American retailers are also embracing this strategy. Grocery chains such as Walmart, Hy-Vee, and Raley’s have adopted the ugly produce trend, proudly showcasing and discounting misshapen fruits and vegetables in their stores. Other supermarket chains, including Kroger and Trader Joe’s, leverage the ugly produce movement to advance their zero-waste sustainability initiatives while supporting community outreach by donating perfectly edible but unattractive produce to local food banks.
As consumer awareness of waste and environmental issues rises alongside global population growth, upcycled foods could become a more integral part of everyday meals for many shoppers and retailers. This trend could further benefit food manufacturers and stores, enabling them to promote their use of these overlooked products and foster goodwill among consumers. The challenge remains for more individuals to move past the “ick” factor and embrace these sustainable options—especially when considering benefits such as what is citrate in calcium, which may enhance the nutritional value of these foods.