By accrediting its flagship SuperGrain+ flour made from brewers’ spent grain, ReGrained likewise draws the line in the sand to secure versus the destructive as well as dilutive results of greenwashing, which is “a danger to every single sustainability concern, as well as certainly to upcycling,”ReGrained CEO Dan Kurzrock informed FoodNavigator-USA.
He explained that because he first started speaking about “upcycling” in 2013 at ReGrained’s first real sales occasion where “practically nobody had actually heard the term in the past, and also definitely not applied to food,”the trend of redirecting for human intake components that otherwise would certainly go to landfills or be fed to animals “is increasingly becoming a reason for purchase, specifically by the prevalent customer market of ‘label-readers.'” Indeed, he keeps in mind a current research conducted by Mattson found 99% of customers claimed they wanted to do their part to decrease food waste, including 57% who indicated that they plan to by more Upcycled Food especially and also 54% who suggested that the Upcycled Food qualification logo designwould boost their purchase intent– ranking higher than regenerative or non-gmo natural.
“This is remarkable taking into consideration the qualification program hasn’t openly released yet, and less than a year back, the term ‘Upcycled Food’ did not even have a consistent interpretation,”Kurzrock said.While the uptake
is notable, Kruzrock claimed he isn’t shocked by it.”Personally, I see upcycling
more as a reason for loyalty to an item and also motorist of repeat acquisitions,”he discussed.”When shoppers’brand-new favored foods are powered by certified upcycled active ingredients, like ReGrained SuperGrain+, they can also really feel great on a deeper degree that their acquisition lines up with their worths.”