The Irish pilot demonstrates that reducing food waste is not only about processing rejected produce, but also about how products are framed, experienced, and understood by consumers.
Led by Teagasc, the Irish pilot focuses on reducing food waste linked to marketing standards by transforming rejected fruit, vegetables, and by-products into value-added foods. The pilot addresses the common situation where perfectly safe and nutritious produce is discarded due to size, shape, or visual appearance.
The challenge lies not only in processing rejected products, but also in ensuring consumer acceptance. For this reason, the pilot applies a ROSETTA-developed framework to real industry case studies, testing how upcycled ingredients can be safely stabilised, reformulated, and reintroduced to the market. In addition, strong attention is given to how products are presented and communicated.
Consumer testing revealed important behavioural insights. When the upcycled nature of a product is explained after tasting, evaluations of flavour and texture improve, and purchase intentions increase. Everyday products, such as bread, also perform better than more indulgent items, suggesting that familiarity plays a key role in acceptance. These findings highlight the importance of tastings, in-store trials, and sensory experiences.
The pilot also provides broader environmental and economic benefits. By reducing waste and supporting valorisation pathways, it contributes to lower greenhouse gas emissions and reduced resource use. Finally, the experience shows that positioning and framing are critical. When upcycled products are presented as innovative and high-quality rather than waste-derived, consumer response is significantly stronger.
