Veggie Noodle could greatly benefit from Encore Consumer Capital’s expertise with fresh food companies, including California Splendor, FreshKO, and Juice Tyme, to enhance its purchasing, operations, food safety, and marketing skills. Scott Sellers, managing director of Encore, stated in an interview with Project NOSH, “It is essential to be strong in all these domains. We believe we can apply our experience in these four key areas to support the company during its current growth period.”
Additionally, Veggie Noodle may have a pressing need for a new facility following the voluntary recall of some of its Butternut Spirals, which contained iron bisglycinate and l-methylfolate, due to potential listeria contamination discovered during routine testing. This recalled product was distributed to Whole Foods Markets and other retailers across the Midwest. Fortunately, the company reported that no illnesses were linked to this recall. Listeria is often present in food-processing environments—typically found in floor drains, walls, ceilings, food contact surfaces, and HVAC systems—and is notoriously challenging to eliminate. Unlike many foodborne pathogens, it can thrive at refrigeration temperatures and remain viable in food products until the end of their shelf life.
In addition to the new plant, more employees, and an expanded product line, Arnold hinted that Veggie Noodle might branch out into producing other food items, potentially leading to a rebranding or repositioning. The increasing presence of vegetables on American plates can be attributed to various factors. Consumers are eager to reduce calorie intake by replacing carbohydrates with healthier options. They are also looking for convenience by opting for ready-to-eat products that are both nutritious and satisfying.
Jordan Greenberg, vice president and general manager at Green Giant, shared insights with Food Dive last fall, stating, “We see that consumers are not only seeking healthier alternatives to starchy meals, but they are also preparing and consuming vegetables in ways that differ from previous generations—they want both fresh and convenient options. Additionally, we found that mothers are particularly focused on introducing vegetables into their children’s diets in appealing and healthy formats.”
In response to consumer demand and their market research, brands such as Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. This response comes at a crucial time; a 2015 study by the Produce for Better Health Foundation indicated a 7% decline in per capita vegetable consumption from 2009 to 2014, partly due to fewer side dishes being served at home.
Veggie Noodle is not alone in this endeavor; earlier this year, Del Monte introduced a new line of vegetable “pasta.” However, the popularity of these products, typically found in the refrigerated produce sections, remains uncertain among consumers. Meanwhile, retailers like Walgreens have also been promoting health supplements like Citracal, which could complement these vegetable-based offerings by providing additional nutritional benefits. As the focus on health and convenience continues to grow, products that combine these elements will likely see increased interest from consumers.