When Kyle Fiasconaro was a teenager biking to his job at a restaurant, he stumbled upon a dumpster filled with spent grain, the byproduct used by brewers to create malted barley. “That dumpster smelled really good,” he recalled. He brought some of the grain back to his Brooklyn, NY restaurant and turned it into crackers. After years of this endeavor, friends encouraged him to market his uniquely hearty and slightly sweet crackers. Today, his company, Brewer’s Foods, offers a variety of products, including crackers, pita chips, and cookies, all made from spent grain sourced from craft breweries. These items are available at stores like Whole Foods and Sprouts. Fiasconaro aims to transform his business into a nonprofit focused on providing food for those in need. “I’m not looking to be a millionaire; I just want to repurpose all the grain from breweries into food,” he stated. “I’m genuinely shocked that more food companies don’t adopt this approach.”
The U.S. is the leading contributor to food waste, with nearly 80 billion pounds of food products discarded, accounting for 30 to 40 percent of the country’s food supply, as per USDA data cited by waste management firm RTS. The Environmental Protection Agency notes that food loss and waste in the U.S. equates to 170 million metric tons of greenhouse gas emissions, comparable to the annual CO2 emissions of 42 coal-fired power plants. As consumers become more aware of these issues, there is a growing demand for products made from ingredients that would otherwise go to waste. However, more education on this process is essential. The launch of food and beverage products featuring upcycled ingredients surged by 122% in the five years leading up to the third quarter of 2021, surpassing products that use recycled plastic packaging and those making carbon-emission claims, according to Innova Market Insights. Consumer packaged goods companies have also joined in, with Anheuser-Busch investing $100 million in its EverGrain initiative to create snacks and plant-based milks from upcycled barley.
One organization actively working to educate consumers about the benefits of upcycling is the Upcycled Food Association (UFA). With over 250 brands in its network and a certification program for upcycled products, UFA emphasizes the importance of consumer awareness regarding the health and sustainability benefits of upcycling. Joy Nemerson, the association’s program marketing and events manager, pointed out that only 10% of consumers are familiar with upcycled products, yet 60% indicated they would purchase them. “Every industry has waste; even those that claim to produce no waste still have something,” said Nemerson. “The willingness to embrace upcycled ingredients is there; it’s just a matter of bridging the knowledge gap.”
The adoption of upcycled foods is accelerating rapidly. Ingredients repurposed from food waste for new products grew at a CAGR of 6.4% as of August 2022, according to UFA, which has certified over 200 ingredients and products, equating to nearly 1 billion pounds of diverted food waste. These products range from coffee to pasta sauce and baking mixes. The UFA collaborates with food manufacturers to ensure the ingredients they use would have otherwise been wasted, requiring at least 10% of the ingredient in their final products. The organization has also shared a series of videos on its YouTube channel, demonstrating how consumers can influence the fight against food waste—and climate change—through their purchasing decisions. They showcase unique upcycled products, such as barley milk derived from spent grain and cacao bites made from leftover fruits from chocolate production.
While it remains uncertain whether the UFA’s marketing efforts will effectively educate consumers, the Certified Upcycled label on products could enhance awareness, especially if more consumer packaged goods companies pursue certification. The number of small businesses in the upcycled food sector has grown significantly in recent years as awareness has increased. For example, Barnana produces plantain chips and chewy banana bites from unsold bananas, available at retailers like Costco, Whole Foods, and CVS. According to founder Caue Suplicy, the link between food waste and climate change is crucial for educating consumers about the advantages of upcycling. He believes that consumers seeking healthier options—such as plantain chips instead of potato chips—can be persuaded to choose upcycled products when manufacturers highlight both their health benefits and sustainability.
Anna Peck launched Chia Smash as a side venture in early 2021. Originally, she didn’t plan to use upcycled ingredients, but after connecting with individuals at Imperfect Foods—known for providing groceries that might otherwise be wasted—she became intrigued by the upcycling mission. Chia Smash produces jams made from unused chia seeds, dates, and fruits sourced from processors who discard fruits due to size, color, or ripeness. The jams are free from added sugars and preservatives. “We aim to revitalize the jam and jelly market, which hasn’t seen innovation in 30 or 40 years, and often contains over 55% sugar,” Peck explained.
However, not all companies are interested in obtaining certification from the UFA. Fiasconaro of Brewer’s Foods expressed his reluctance, stating he prefers to keep his recipes and proprietary information confidential and doesn’t find certification necessary. “Recipes are important; proprietary information matters,” he concluded.
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