Back in the day recycling was the focus. Reduce, reuse, recycle was the mantra. Today, thanks in part to the rather shocking finding that 30-40% of food is wasted, consumers increasingly view recycling as a given and are moving more deeply into sustainability. Chief among the sustainability measures of interest is upcycling, which is the process of transforming by-products or waste materials into end products of value.
Upcycling presents an opportunity for brands to leverage sustainability in a way that creates brand loyalty, reduces environmental impact, improves transparency and delivers on taste and nutrition. Upcycling is arguably the ultimate win-win.