May in Food – Food Waste Prevention Week and the Rise of Brand Collabs

Fresh produce at the market

Written by Rob Molke, PR Supervisor and Claire Norton, Senior PR Manager 

This month from broadhead: dig into what’s now and what’s next in food and beverage, including a recap of Food Waste Prevention week and a closer look at the state of gluten-free foods and brand collaborations. 

Food Waste Prevention Week 2023 

This past month, more than 500 organizations partnered together to take food waste reduction head-on across the globe. Spoiler alert: the most recent reported numbers are not so good. ReFed, a nonprofit that works to end food loss and waste, shared that 38% of the U.S. food supply goes unsold or uneaten. 

The good news here (and we promise there is some)? Upcycled food is on the rise. Upcycling isn’t new — it’s steeped in the ancient tradition of using everything you have. According to Upcycled Food Association, upcycling can help prevent global warming, decrease food waste and reduce greenhouse gas emissions. Most importantly, consumers want to be doing their part; 95% of people surveyed said they want to help reduce food waste in their own lives.  

A few upcycled products on our must-try list: 

  • UP TO GOOD uses a coffee byproduct called cascara to form its energy drink lineup, partnering with small coffee producers in Central America to gain access to this otherwise-discarded ingredient. Bonus: it’s high in antioxidants and other nutrients. Sampler box: In the mail.  
  • Not your ordinary fruit snack. RIND highlights the peel in its skin-on, whole dried fruit pieces including watermelon, pear, kiwi and more. Our interest is piqued… 
  • Uglies Snacks gives ugly potatoes a glow-up by making them into chips to help reduce waste, support farmers and fight hunger. Ten percent of the company’s profits go to VivaKids, an organization dedicated to fighting hunger globally.  

May is Celiac Disease Awareness Month 

Celiac disease is an autoimmune condition where the ingestion of gluten leads to damage in the small intestine. There is no cure for celiac disease — the only treatment option is a lifelong gluten-free diet. During the month of May, the Celiac Disease Foundation works to raise awareness and collect donations toward treatments and cure.  

An estimated 1 in 133 Americans has celiac disease but a recent study suggests a potentially higher prevalence than just 1%. According to a 2022 CivicScience survey, while 14% of Americans limit or avoid consuming gluten for medical reasons, another 13% do so for non-medical reasons. 

The global gluten-free food market value in 2023 is $7.2 billion and is projected to reach $14 billion by 2032, illustrating the demand for gluten-free products in the marketplace. Here are some of our favorites:

The Rise of the Food + Bev Brand Collab 

Peanut butter and jelly. Ketchup and fries. Velveeta and… chocolate? Yeah, that was our reaction too. Brand collaborations are becoming more frequent, and more outside-the-box. Here are a few we’ve had our eyes on: 

Need help or advice on marketing your product that’s transforming the future of food? Get in touch here.   

Stay hungry!