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Nibs, etc. granola is now available at the U.K. grocery chain Waitrose, highlighting a growing trend in sustainable food practices.

The Challenge of Food Waste

Food waste remains a significant global concern, with over one billion tonnes discarded in 2022, as reported by the U.N. Environment Program. The economic ramifications are staggering, with the World Bank estimating that food loss cost the world $1.2 trillion in 2020 alone.

Chloe Stewart, a food entrepreneur, became increasingly aware of this issue as she visited various countries, witnessing the abundance of uneaten food firsthand. Her frustration grew as she observed mountains of leftovers in cities like Beijing and Boston. “It’s practically criminal that we don’t have mandates to repurpose food that’s ending up in landfills,” Stewart expressed during a video call with CNBC.

Turning Waste into Opportunity

Stewart launched her business, Nibs etc., initially as a blog focused on what she described as “misunderstood” ingredients. This included cacao nibs and the normally discarded parts of fruits and vegetables, which she refers to as “upcycled” ingredients due to their untapped culinary potential.

By 2018, Stewart had begun producing granola, savory crackers, and banana loaves from her kitchen, available at London’s Borough Market. She utilized leftover juice pulp from a nearby stand, transforming what would be waste into nutritious additions, bursting with fiber and flavor. “Juice pulp is seen as waste simply because it exits a juicer. In reality, it’s packed with goodness,” she noted.

Her innovative approach led her to source apple pulp from a cider maker in Kent, which has since become a staple ingredient in Nibs etc. products. At present, apple pulp constitutes a significant part of her granola and cracker recipes, which are now sold at high-profile retailers like Selfridges and Waitrose.

In addition, Stewart is exploring new opportunities for upcycling food waste, developing a chip-style snack from potatoes and looking into incorporating spent grain from breweries—an ingredient that typically ends up as animal feed. She is also working on a digestive biscuit made with rapeseed meal, a byproduct of oil production. Each of these products could contain up to 50% upcycled content.

Redesigning Our Food Systems

Stewart’s journey reflects a broader movement towards making the food industry more “nature positive,” as advocated by the Ellen MacArthur Foundation, a charity committed to fostering a circular economy. The foundation believes that the sector should innovate to rejuvenate natural resources by utilizing crops that would otherwise go to waste.

Many of Nibs etc.’s upcycled products recently garnered recognition in the foundation’s food “redesign” challenge. Among other accolades, Hodmedod’s pasta made from overlooked “wrinkled” peas and Toast’s beer brewed with surplus bread also received acclaim.

Beth Mander, who led the foundation’s challenge, emphasized the initiative’s ambition to inspire food production that positively influences the environment. “We hope that shoppers will choose products that have a beneficial impact on nature,” she remarked in a CNBC interview.

This could involve a shift away from intensive farming practices, a diversification of crops, or the incorporation of environmentally friendly ingredients. For instance, SeaMeat — a seaweed blend that can be added to burgers — reduces meat content while enhancing flavor and texture, showcasing the potential of seaweed as a sustainable food source.

The Seaweed Company, which cultivates seaweed in Ireland, seeks to revolutionize supply chains by introducing sustainable seaweed products. Currently, they are also promoting Nomet, a Belgian croquette made with seaweed instead of shrimp, with plans for broader distribution across European markets.

Retailer Engagement and Consumer Awareness

Products emerging from the Big Food Redesign Challenge are now available in Waitrose, which is actively working to lessen the environmental impacts of food production. Ben Thomas, Waitrose’s senior environment manager, remarked on the pressing challenges of the food system, noting its significant contributions to environmental degradation. “We’re part of the problem and thus must be part of the solution,” he stated in a video call with CNBC.

However, the challenge lies in effectively communicating the concept of “regenerative” to consumers. While organic products are well recognized, terms like “upcycled” lack clear understanding among shoppers. The Ellen MacArthur Foundation is marketing these products under the “Nature in Mind” initiative, yet Thomas acknowledged that consumer awareness remains limited.

Moreover, the premium pricing often associated with small-batch, upcycled products presents a barrier to widespread adoption. For example, a 360g pack of Nibs etc.’s Rye, Hazelnut & Cacao Granola retails for £6.99 ($9.08). Despite these challenges, Stewart envisions a future where upcycled ingredients become mainstream. “Initially, premium pricing may be acceptable, but our ultimate goal is to compete on a larger scale,” she remarked, emphasizing the need for economies of scale to make these products accessible to the masses.

Source
www.cnbc.com