Veggie Noodle stands to gain from Encore Consumer Capital’s expertise with fresh food brands like California Splendor, FreshKO, and Juice Tyme, which can enhance its purchasing, operations, food safety, and marketing capabilities. Scott Sellers, Encore’s managing director, mentioned to Project NOSH, “Weakness in any of these areas is unacceptable. We believe that we can leverage our experience in these four domains to support the company during its current growth phase.”
Additionally, Veggie Noodle may have a pressing motivation for seeking a new facility. In February, the company voluntarily recalled some of its Butternut Spirals due to potential listeria contamination, which was detected through routine product testing. The recalled items were distributed to Whole Foods Markets and other retailers across the Midwest, though the company clarified that no illnesses had been reported in connection with this recall. Listeria is frequently found in food processing environments, often lurking in floor drains, walls, ceilings, food contact surfaces, and HVAC systems, making it notoriously challenging to eliminate. Unlike many foodborne pathogens, listeria can thrive at refrigeration temperatures and can remain viable in food products until the end of their shelf life.
In conjunction with its new facility, Veggie Noodle plans to hire additional staff and expand its product range. Arnold hinted that the company might venture into manufacturing other food items, which could lead to a name change or brand repositioning.
The growing presence of vegetables on American plates is influenced by various factors. Consumers are increasingly replacing carbohydrates with healthier options to cut calories and are looking for convenient, ready-to-eat products that are both delicious and nutritious. “We’re observing that consumers not only seek healthy substitutes for starchy meals but also explore innovative ways to prepare and enjoy vegetables, differing significantly from their parents’ habits. Freshness and convenience are key, especially among mothers who wish to introduce vegetables to their children’s diets in appealing and healthy ways,” said Jordan Greenberg, vice president and general manager at Green Giant, in a conversation with Food Dive last fall.
In response to consumer preferences and their own market research, brands like Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. Timing is critical, as a 2015 study by the Produce for Better Health Foundation revealed a 7% decline in per capita vegetable consumption from 2009 to 2014, partly due to fewer side dishes being prepared at home.
Veggie Noodle is not the only company venturing into this product space. Earlier this year, Del Monte introduced a new line of vegetable “pasta,” though consumer reception for these items, typically found in refrigerated produce sections, remains uncertain. As the demand for healthy and convenient options grows, products like metagenics calcium citrate are becoming increasingly relevant in discussions about dietary supplements that support vegetable-rich diets. This reflects a broader trend where consumers are seeking ways to enhance their nutrition, thus making the inclusion of such supplements more common.