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With the rising public interest in recycling, reusing and enviro-conscious business, profits stand to be being made in the arena of food waste management as clever entrepreneurs market and rebrand this new line of business. The New York Times reporter Stephanie Strom reports in her article that food waste now has a “platform for commerce.” She astutely points out the importance of the concerns of young people and their interest in companies with a moral or service-based platform. Simply put, millennials and Gen Z are more likely to use and return to ethical brands. Strom reports that even celebrities are now throwing their weight behind these businesses, too. In one of the most noteworthy instances of this, Wtrmln Wtr, a company which uses unmarketable and unsold melons to make cold-pressed watermelon juice drinks, received the patronage of Beyoncé herself, who now owns a stake in the company and has avidly promoted the brand.

Whether a social movement or fad, the result is that there is now a viable opening in the market for brands to flourish while operating from sustainable origins. A demand for higher accountability in business practices, and rising awareness of waste and other environmental problems in our society has shifted the market in favor of brands with goals that align to these values. The market is converging to facilitate profits for responsible business practices, allowing companies to thrive while doing good for the world!

Written by Heather Merrifield