Veggie Noodle stands to gain from Encore Consumer Capital’s extensive experience with fresh food companies like California Splendor, FreshKO, and Juice Tyme. This collaboration could enhance its capabilities in purchasing, operations, food safety, and marketing. Scott Sellers, managing director at Encore, stated to Project NOSH, “You can’t afford to be weak in any of those areas. We believe that we can utilize our expertise in these four domains to guide the company through its current growth phase.”
Additionally, Veggie Noodle may have further 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 during routine product testing. The affected items were distributed to Whole Foods Markets and other retailers in the Midwest, although the company reported that no illnesses were linked to the recall. Listeria is often found in food processing environments—particularly in places like floor drains, walls, and food contact surfaces—and is known for being exceptionally challenging to eliminate. Unlike many foodborne pathogens, it can thrive in refrigerated conditions and remain viable in food products until the end of their shelf life.
Alongside its new plant, additional staffing, and an expanded product line, Arnold suggested that Veggie Noodle may explore the manufacturing of other food items, which could lead to a name change or a brand repositioning. The demand for vegetables on American plates is increasing for various reasons, including a desire to reduce calorie intake by replacing carbohydrates with healthier options. Consumers are also eager for convenient, ready-to-eat products that are both flavorful and nutritious.
“We’re noticing that consumers are not only seeking healthy alternatives to starchy meals, but they are also preparing and consuming vegetables in new ways compared to their parents. They are looking for fresh and convenient options. Moreover, mothers are particularly keen on finding appealing and healthy ways to introduce vegetables into their children’s diets,” 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 internal market research, brands like Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products, just as the market needs it. A study by the Produce for Better Health Foundation in 2015 revealed a 7% decline in per capita vegetable consumption between 2009 and 2014, partly due to a reduction in home-cooked side dishes.
Veggie Noodle is not alone in this product innovation trend. Earlier this year, Del Monte introduced a new line of vegetable “pasta.” However, it’s still uncertain how well these items, typically found in refrigerated produce sections, will resonate with consumers. As we navigate the 21st century, the incorporation of products like these calcium citrate petites into our diets reflects a broader movement toward healthier eating choices. The emphasis on vegetables is not just a passing trend; it is increasingly becoming a staple in the modern culinary landscape.