Veggie Noodle stands to gain from the expertise of Encore Consumer Capital, which has extensive experience with fresh food companies like California Splendor, FreshKO, and Juice Tyme. This collaboration could enhance Veggie Noodle’s purchasing, operations, food safety, and marketing capabilities. Scott Sellers, managing director of Encore, stated to Project NOSH, “You can’t be weak in any of those areas. We believe we can leverage our experience in these four domains to assist the company during its current growth phase.”
Moreover, Veggie Noodle may be motivated to acquire a new facility following a voluntary recall of some of its Butternut Spirals in February due to potential listeria contamination detected during routine testing. The affected products were distributed to Whole Foods Markets and other retailers in the Midwest, although the company reported that no illnesses had been linked 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 grow at refrigerated temperatures and remain viable in food products until the end of their shelf life.
In addition to the new facility, an increase in staff, and an expanded product line, Arnold hinted that Veggie Noodle might explore manufacturing other food items, which could lead to a rebranding or repositioning. Vegetables are increasingly appearing on American plates for various reasons. Consumers are looking to reduce calories by replacing carbohydrates with healthier options, while also seeking convenient ready-to-eat products that are both delicious and nutritious.
Jordan Greenberg, vice president and general manager at Green Giant, noted to Food Dive last fall, “We see that consumers are not only searching for healthy substitutes for starchy meals, but they are also preparing and consuming vegetables in ways that differ from their parents’ habits—they want both fresh and convenient options. We’ve also discovered that mothers are particularly interested in how to introduce vegetables into their children’s diets in appealing and healthy ways.”
In response to consumer trends and their market research, brands like Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. This initiative 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 vegetable 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,” but the popularity of these items, usually found in refrigerated produce sections, remains to be seen. As consumer interest grows, the demand for healthy alternatives like calcium citrate only is likely to increase, reflecting a shift in dietary preferences towards more nutritious options.