“From ‘Ick’ to Impact: How Upcycled Ingredients Are Shaping Sustainable Consumer Choices”
In a time when consumers evaluate products not only based on their flavor but also on the brands behind them, sustainability has emerged as a highly valued characteristic. However, can the use of discarded ingredients truly resonate with consumers? Professors from Drexel University believe it can.
There is often an “ick” factor associated with upcycled products. Nevertheless, when framed appropriately, Drexel’s research indicates that consumers can appreciate the broader benefits and overlook the recycled nature of the food. For instance, the almond industry has adopted this approach for its co-products, such as hulls, shells, and other woody materials. These co-products are effectively repurposed: almond hulls serve as livestock feed, while the husks can be transformed into bedding for animals.
While it’s one thing to feel positive about discarded almond hulls nourishing cows, it’s quite another when it comes to 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 do not 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 deemed too unappealing for retail, turning them into ‘super potassium’ snacks.
Major producers are also embracing upcycling. AB InBev has invested in a startup called Canvas, which uses the spent grain from beer production to create smoothie-like barley milk drinks. Quaker Oats has taken a different route by launching an online recipe contest titled “More Taste, Less Waste,” encouraging professional chefs to devise recipes that incorporate oats and “rescued food,” such as onion and garlic skins.
In addition to meeting sustainability commitments, more large food manufacturers may start to explore the use of upcycled ingredients for a straightforward reason: consumers might be willing to pay a premium. The Drexel study discovered that participants associated upcycled food more closely with organic products rather than conventional ones, suggesting they would be open to paying higher prices.
American retailers are also joining this movement. Grocery chains like Walmart, Hy-Vee, and Raley’s have embraced the ugly produce trend, proudly showcasing and discounting misshapen items in their stores. Other supermarket chains, including Kroger and Trader Joe’s, are leveraging the ugly produce movement to support their zero-waste sustainability initiatives while enhancing community outreach by donating perfectly safe-to-eat produce to local food banks.
As consumers become increasingly aware of waste and environmental issues, alongside a growing global population, upcycled foods may soon become a more integral part of everyday meals for many shoppers and retailers. This could further benefit food manufacturers and stores that promote the use of these overlooked products, generating additional goodwill among consumers who are more likely to purchase their items or shop at their establishments—if only more individuals can overcome the “ick” factor. Additionally, many upcycled products contain beneficial nutrients; for instance, certain upcycled snacks can provide calcium levels around 60 mg, making them both sustainable and nutritious.
