The Business Case for Upcycling Food: Why More Brands Are Reducing Waste
- darren wong
- Jun 9
- 3 min read
You’re sipping on a cold beer, enjoying a slice of pizza on a sunny patio. Your friend casually mentions that it takes about one pound of malted barley to brew a six-pack of beer. You pause, intrigued: “What happens to all that grain after the brewing process?” The bartender chimes in, “We actually use it to make our pizza crust.” That’s upcycling in action.
What Is Upcycled Food?
Upcycling in the food industry refers to repurposing byproducts, surplus ingredients, or food that would otherwise go to waste into high-quality, nutritious, and sustainable products. While the term feels modern, the practice is ancient, dating back to the Roman Empire around the 5th century BCE. The concept of Spolia, from the Latin word spolium meaning “spoils,” described the reuse of building materials in new construction. In a culinary context, think of turning stale bread into croutons, breadcrumbs, bread pudding, or French toast - simple, delicious examples of upcycling in action.
Why Upcycling Matters: Economic and Environmental Wins
The food system is incredibly resource-intensive. Every item on your plate, from your morning coffee to your lunchtime sandwich, requires vast amounts of energy, water, labor, and transportation to reach you. These inputs represent not just cost, but environmental impact. When any part of that food goes to waste, so does all the effort and resources behind it.
Upcycling helps maximize the value of those inputs by ensuring that no edible or usable part is discarded. It’s a practical, impactful way to extend the life and purpose of ingredients, reduce waste, and respect the resources it took to produce them in the first place.
Environmental Benefits:
Reduces food waste: Roughly one-third of food produced globally is wasted. Upcycling helps tackle this issue directly.
Lowers carbon emissions: Diverting food from landfills reduces methane emissions.
Maximizes resource efficiency: Fewer raw materials are needed when brands repurpose existing ones.
Economic Benefits:
New revenue streams: Brands can turn byproducts into premium items like snacks, beverages, and cosmetics.
Increased sales: Upcycled Certified® products have seen a 12.5% sales increase, signaling strong consumer demand according to the Upcycled Food Association. (1)
Brand value: Branded products marketed as sustainable enjoy an average price premium of 26.6% vs. conventionally marketed branded counterparts. Products marketed as sustainable now hold a 23.8% market share of branded players. (2)
Certification That Drives Impact
The Upcycled Certified® label, managed by Where Food Comes From, helps consumers identify products that are reducing food waste in a meaningful way. To date, 805 certified products have diverted enough waste to fill over 268 million grocery bags. These range from snack foods and beverages to pet products and produce. (1)
Innovation in Action
From chips made with potato peels to spirits crafted from coffee fruit skins, food innovators are pushing boundaries. Imperfect fruit becomes trail mix. Breweries turn spent grain into flour and baked goods. These efforts not only help the planet—they create exciting, marketable new products that appeal to today’s sustainability-focused consumers.
A Brand’s Perspective
One of our clients recently added the Upcycled Certified® mark to their snack line.
"For us innovation is measured from farm to plate and through our Upcycled Certified® products we believe we are taking the condiments category into a new and exciting direction - one which celebrates imperfection and surplus and can give it a new home in a product that both tastes great and does good. The visuals of having that third party verification is a valuable thing and it speaks more than a thousand words." Desiree Parker, CEO & Co-Founder of The Foraging Fox
Not only can Upcycled Certified increase customer engagement, but it also allows stronger partnerships with retailers seeking sustainable product lines. It’s more than a label; it’s a story that resonates with buyers and consumers alike.
Where to Buy Upcycled Certified Products
Curious to try upcycled products yourself? Explore the growing list here:
And for a deeper dive into the numbers and impact, check out the latest:
Ready to Start your Upcycled Certification Journey?
References:
Upcycled Food Association. Upcycled Certified® Program & Impact Report 2024. www.upcycledfood.org
NYU Stern Center for Sustainable Business. Sustainable Market Share Index™ 2024. stern.nyu.edu