This summer, Tyler Malek, co-founder of ice cream concept Salt & Straw, and his team created 15 flavors of ice cream crafted from “rescued food”—produce, whey, spent grains and even vegan mayo that was destined for the trash. Sustainability was a goal, but “it isn’t only a supply chain issue; it’s a marketing issue,” Malek says. “Through ice cream, we have a really cool ‘soapbox’ to tell the food waste story.” The fact that it drew traffic from like-minded consumers was a business-boosting bonus.