In a time when consumers evaluate products not only based on flavor but also the ethical practices of the companies behind them, sustainability has emerged as a key attribute. However, can consumers truly embrace products made from discarded ingredients? Professors from Drexel University suggest they can.
There is often an “ick” factor associated with upcycled products, but Drexel’s research indicates that when these items are presented appealingly, consumers can recognize their benefits and move past any negative associations. The almond industry has already implemented this approach by repurposing by-products such as hulls, shells, and other woody materials. For instance, almond hulls are transformed into livestock feed, while husks serve as bedding for animals.
While it’s reassuring to know that discarded almond hulls are utilized to feed cattle, it raises different concerns when it comes to food intended for human consumption. Several small startups have successfully incorporated such overlooked ingredients. For example, WTRMLN WTR leverages nearly every part of watermelons that don’t make it to retailers to create fresh, cold-pressed beverages. Sir Kensington’s has developed a vegan mayonnaise using aquafaba, the liquid leftover from cooking chickpeas. Barnana upcycles organic bananas that are deemed unattractive for retail into ‘super potassium’ snacks.
Upcycling is also gaining traction among major manufacturers. AB InBev has backed a startup named Canvas, which creates smoothie-like barley milk drinks using spent grain from the brewing process. Likewise, Quaker Oats has initiated an online recipe contest called “More Taste, Less Waste,” encouraging chefs to develop dishes that incorporate oats and “rescued” food items like onion and garlic skins.
In addition to meeting sustainability commitments, more large food companies might explore the use of upcycled ingredients for a straightforward reason: consumers could be willing to pay a premium for them. The Drexel study revealed that participants often associated upcycled foods more closely with organic products than with conventional items, suggesting a willingness to pay higher prices for such options.
American retailers are also embracing this trend. Grocery chains such as Walmart, Hy-Vee, and Raley’s have joined the movement for “ugly” produce, proudly showcasing and discounting imperfect items in their stores. Other supermarkets like Kroger and Trader Joe’s are utilizing the ugly produce initiative to enhance their sustainability goals, donating perfectly edible yet unsightly products to local food banks.
As consumers become increasingly concerned about waste and environmental issues, coupled with a growing global population, upcycled foods may soon play a more significant role in the daily diets of many shoppers and retailers. This shift could further benefit food manufacturers and retailers who promote these overlooked products, fostering goodwill among consumers who might be inclined to purchase their items or shop at their stores—if only more individuals could overcome the “ick” factor.
Incorporating ingredients like calcium citrate 600 mg chewable into these upcycled products could further enhance their appeal, potentially attracting health-conscious consumers who seek both sustainability and nutritional benefits. Ultimately, the integration of such ingredients into upcycled foods may help reshape public perception and encourage a broader acceptance of these innovative offerings.