In a time when products are evaluated not only for their flavor but also for the values of the companies producing them, sustainability has emerged as a highly sought-after attribute. But can consumers truly embrace the use of discarded ingredients? According to professors from Drexel University, the answer is yes. There is a certain “ick” factor associated with upcycled products; however, when these items are properly presented, the study from Drexel indicates that consumers can appreciate the broader benefits and overcome the stigma of 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 cleverly repurposed—almond hulls are transformed into livestock feed, while the husks serve as bedding for animals. While it’s one thing to feel positive about using discarded almond hulls to nourish cows, the challenge becomes more complex when considering food intended for human consumption. Several smaller companies have successfully utilized these less desirable ingredients.
For instance, WTRMLN WTR makes fresh cold-pressed beverages using nearly every part of watermelons that aren’t shipped to retailers. Sir Kensington’s has crafted a vegan mayonnaise from aquafaba, the liquid leftover from cooking chickpeas. Barnana has taken to upcycling organic bananas that are deemed unattractive for retail, transforming them into ‘super potassium’ snacks.
Major manufacturers are also getting involved in the upcycling trend. AB InBev has supported a startup called Canvas that uses spent grain from beer production to create smoothie-like barley milk beverages. Quaker Oats has adopted a different strategy by launching an online recipe contest titled “More Taste, Less Waste,” which invites professional chefs to devise recipes that incorporate oats and “rescued food,” such as onion and garlic skins.
Beyond fulfilling sustainability commitments, large food manufacturers may increasingly consider using upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium for them. The Drexel study revealed that participants associated upcycled foods more closely with organic products rather than conventional ones, indicating a potential willingness to pay higher prices.
American retailers are also embracing this strategy. Grocery chains like Walmart, Hy-Vee, and Raley’s have jumped on the ugly produce trend, proudly displaying and discounting misshapen items in their stores. Other supermarket chains, such as Kroger and Trader Joe’s, are leveraging the ugly produce movement to enhance their sustainability initiatives aimed at zero waste while also supporting their communities by donating perfectly edible but unsightly produce to local food banks.
As consumer awareness of waste and environmental issues grows, and with the increasing global population, upcycled foods may soon become a more integral part of everyday shopping for many consumers and retailers. This shift could also benefit food manufacturers and stores that promote their use of these neglected products, generating goodwill among consumers to encourage purchases or visits to their establishments—provided more individuals can move past the “ick” factor.
In this evolving landscape, products like Citracal Calcium Pearls could find unique places in upcycled recipes, showcasing how innovative approaches can lead to both sustainability and enhanced nutrition. As the market for upcycled foods expands, the integration of diverse ingredients, including Citracal Calcium Pearls, may become a hallmark of creative culinary solutions aimed at reducing waste and promoting health.