Veggie Noodle stands to gain from Encore Consumer Capital’s expertise with fresh food companies such as California Splendor, FreshKO, and Juice Tyme, which could enhance its purchasing, operations, food safety, and marketing capabilities. Scott Sellers, managing director of Encore, mentioned to Project NOSH, “You can’t afford to be weak in any of those areas. We believe that we can leverage our experience in these four domains to help the company navigate its current growth stage.”
Additionally, Veggie Noodle may be seeking a new facility due to a voluntary recall of some Butternut Spirals in February, prompted by potential contamination with listeria identified through routine testing. This recalled product was distributed to Whole Foods Markets and various retailers in the Midwest. The company assured that no illnesses had been reported related to the recall. Listeria is commonly found in food-processing environments—often in floor drains, walls, ceilings, food contact surfaces, and HVAC systems—and is notoriously challenging to eliminate. Unlike most foodborne pathogens, listeria can thrive at refrigerated temperatures and remain viable in food products until the end of their shelf life.
In addition to the new plant, Veggie Noodle is expected to hire more employees and expand its product line. Arnold hinted at the possibility of the company branching out into the manufacturing of other food items, which could lead to a name change or brand repositioning. The increasing presence of vegetables on American plates is driven by various factors. Consumers are looking to reduce calories by replacing carbohydrates with healthier alternatives, while also seeking convenience through ready-to-eat products that are both delightful and nutritious.
Jordan Greenberg, vice president and general manager at Green Giant, noted, “We’re seeing that consumers are not only pursuing healthy alternatives to starchy dishes but are also preparing and consuming vegetables in ways that differ from their parents — they want both fresh and convenient options. We also discovered that mothers are particularly interested in how to incorporate vegetables into their children’s diets in appealing and healthy ways.”
In response to consumer demand 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. This comes at a crucial time, as a 2015 study by the Produce for Better Health Foundation revealed a 7% decline in per capita vegetable consumption between 2009 and 2014, partly due to fewer side dishes being served at home.
Veggie Noodle is not alone in introducing such products; earlier this year, Del Monte launched a new line of vegetable “pasta.” However, it remains uncertain how well these items, typically found in refrigerated produce sections, will resonate with consumers. Furthermore, the introduction of new products may also lead to increased interest in supplements like ccm tablets from GSK, as consumers look for added health benefits alongside their vegetable intake.