The Upcycled Meals Affiliation (UFA) launched a brand new certification mark to supply customers with clear steering in regards to the presence of upcycled meals elements in a variety of merchandise, together with meals and drinks, pet meals, dietary dietary supplements and extra.
The UFA enlisted the assistance of Drexel College and Mattson, a meals and beverage design and growth agency, to collect client analysis surrounding the creation of the seal, which was crafted by branding company Fashionable Species. The analysis confirmed greater than 50% of customers had elevated intent to purchase Upcycled Licensed meals when the mark was on packaging.
“The upcycled certification seal is transformative for centralizing the messaging round upcycled meals,” mentioned Caroline Cotto, president of the UFA board. “We wish customers to see the mark and instantly perceive not solely what upcycled meals is, however extra importantly, the affect upcycled meals has from a local weather perspective. Buying upcycled meals places the ability again into the arms of customers to make a tangible discount in world meals loss.”
A latest research printed within the journal Meals and NutritionSciences discovered simply 10% of customers are accustomed to upcycled meals merchandise. As soon as educated about upcycled meals, nonetheless, 80% mentioned they might search these merchandise.
One purpose of the seal is to develop consciousness about upcycled meals, together with what it’s and why its presence in merchandise issues for the atmosphere and local weather. With a broad client training marketing campaign in regards to the seal and meals waste, the UFA is aiming to double the upcycled trade’s progress charge. Doing so might stop greater than 8.Eight billion lbs of meals waste and 28 billion lbs of CO2 emissions by 2030, based on the UFA.
“Meals waste accounts for six% of all human-caused greenhouse gases,” mentioned Turner Wyatt, cofounder and chief govt officer of the UFA. “Mitigating it counts because the single-most productive factor folks can do to dial-back local weather change. As well as, companies all over the world lose $1 trillion a yr to meals waste. This seal and the certification program backing it would concurrently assist resolve the food-waste downside whereas saving companies cash. It additionally nurtures the creation of recent companies revolving round upcycled meals. All people wins.”
The seal follows greater than a yr of collaboration between a number of stakeholders to develop the Upcycled Certification Normal, which affords a algorithm establishing definitions for upcycled elements and merchandise, protocols for incorporating them into merchandise and the flexibility for licensed corporations to make use of the brand new consumer-facing upcycled meals seal on merchandise.
The UFA in February launched a pilot program for its Upcycled Certification Program in partnership with The place Meals Comes From, a meals trade certification and verification companies supplier. Open enrollment to use for certification is slated to start in March 2021.