Upcycling food: A Trend that will Define the Industry!

About this resource: This video is a recording of a talk given by Associate Professor Miranda Mirosa as part of the New Zealand Institute of Food Science and Technology’s annual general meeting.

According to the International Upcycled Food Association, which has recently produced a certification standard for upcycled foods, these products use ingredients that otherwise would not have gone to human consumption. Both business and public interest in upcycled products is at an all-time high, with ‘upcycling’ hitting almost all the top food trend lists for 2021. However, while hundreds of brands are available in the USA, there are only several ranges in NZ. Advancing the idea that consumer-led new product development is the key to market success, four focus groups and a representative survey of 1000 consumers were carried out to assess consumers’ perceptions of upcycled foods. While most consumers were positive about the approach’s potential to reduce waste, they were reluctant to pay a premium and believed that the food’s origin needed to be stated. Findings will guide manufacturers’ efforts in developing and marketing foods from waste streams.

Food Waste Innovation authors: Miranda Mirosa

Citation: Mirosa, M. (2021, December). Upcycling food: A trend that will define the industry! Insights into consumer acceptance of upcycled foods made from waste [video recording]. http://hdl.handle.net/10523/12922