Revitalizing Unused Vegetables: The Rise of Upcycle Food Brand Upvege

In an inspiring move to combat food waste, a new brand named Upvege, launched by Green Ace Inc., has entered the market with a vision for sustainability and culinary innovation. Headquartered in Sakata City, Yamagata Prefecture, Upvege focuses on repurposing unused vegetables that would otherwise go to waste, breathing new life into them as high-value food products. This pioneering brand leverages unique powdered processing technology to create delicious options that retain the color, aroma, and nutrition of fresh vegetables, ultimately transforming “waste” into “delicacies.”

Background: Addressing Japan's Food Waste Crisis

According to the Ministry of the Environment, Japan recorded an astonishing 4.72 million tons of food waste in the fiscal year 2022. Of this amount, both businesses and households contributed equally, with each accounting for 2.36 million tons. At the same time, the burgeoning sustainable food market is experiencing continuous growth, with an anticipated yearly increase of 9%. By 2030, it is predicted to reach a staggering value of 297.6 billion yen.

In response to these challenging statistics, Upvege aspires to redefine unused food and vegetables not as “waste,” but as valuable raw materials. The brand aims to construct a circular food system that transforms what could have been discarded agricultural products into sources of deliciousness and hope.

Brand Mission: Nurturing a New Culinary Culture

Upvege’s mission is clear: to breathe life into unused vegetables and reshape the future of food culture and supply chains. The brand proposes the concept of