Is there a market for upcycled pet food?

Abstract Globally, many attempts are being made to reduce food waste. A remarkable new solution is upcycling. Upcycled food uses food ingredients that are safe for consumption but are generally discarded. An emerging body of literature suggests that human consumers may be willing to buy and consume such foods for their own consumption. However, humans are not the only consumers in the food chain. One of the fastest growing segments in the food industry is pet food. Will pet owners be willing to purchase upcycled pet foods for their pets to consume? We provide the first assessment of acceptance of upcycled pet foods. We find that pet owners perceive upcycled pet foods to be superior in quality and sustainability than comparable conventional pet foods at an inexpensive price point, but not at an expensive price point. Findings from this research provide actionable insights for practitioners wanting to venture in upcycled pet foods.