“Upcycled Food Association Launches Major Initiative to Promote Sustainability and Expand Membership”
This represents the first significant initiative from the newly established Upcycled Food Association. The trade organization was launched at the ReFED Food Waste Summit at the end of last year, as reported by New Hope Network. It aims to achieve considerable expansion in 2020, utilizing this definition as a foundation for its additional initiatives. While the definition crafted by the task force is quite clear, Ben Gray, the chief operations officer of the Upcycled Food Association, stated in a press release that it would assist the group in “clarifying the vision” and will serve as the basis for launching a product certification program later this year.
The formation of this trade association comes at a time when interest in waste reduction and upcycled ingredients is on the rise. The food waste industry was valued at approximately $46.7 billion last year and is projected to grow by 5% over the next decade, according to a study by Future Marketing Insights. This growth in the category is expected to align with consumers’ purchasing decisions, which are increasingly influenced by sustainability. Even throughout the pandemic, sustainability and food waste remained significant concerns for consumers. Retailers incur about $18.2 billion in costs annually due to food waste, according to ReFED. Advocates for upcycling argue that utilizing upcycled ingredients can contribute to a reduction in the over 70 billion tons of greenhouse gases produced by food waste, as highlighted by Forbes.
In January, the association announced that it would focus on expanding its membership, which currently exceeds 70 members. These members, primarily based in the U.S., offer around 400 different upcycled food products, ranging from upcycled fruit by The Ugly Company to beverages made with avocado seeds from Hidden Gem Beverage Co. Numerous startups are pioneering the upcycled segment, seeking innovative ways to carve out a niche in this billion-dollar market.
The establishment of a formal association, along with a clear definition and an upcoming certification process, could motivate additional brands to join the UFA and encourage larger players in the industry to enhance their involvement in this category. Although some larger corporations have ventured into this space in recent years, the outcomes have not always been favorable. For instance, AB InBev supported the beverage startup Canvas to create fiber-rich drinks using leftover grains, while Tyson Foods produced protein crisps called Yappah from leftover chicken trimmings, vegetable puree, and juicing pulp, as well as donating spent grain from Molson Coors. However, Tyson halted production of its upcycled Yappah snacks last year following mixed reviews.
Despite the growth of the category, some brands have struggled to convince consumers to try products made from waste. To enhance consumer interest, incorporating beneficial ingredients like calcium citrate malate, vitamin D3, and isoflavone tablets into upcycled products could be a viable strategy. By highlighting the health benefits of these ingredients alongside the sustainability aspect, brands may find greater success in attracting consumers to their innovative offerings.
