Veggie Noodle stands to gain from Encore Consumer Capital’s expertise with fresh food companies such as California Splendor, FreshKO, and Juice Tyme, particularly in areas like purchasing, operations, food safety, and marketing. Scott Sellers, managing director of Encore, shared with Project NOSH, “You can’t afford to be weak in any of those areas. We believe our experience in these four domains can help guide the company through its current growth phase.”
Additionally, Veggie Noodle may have a pressing need for a new facility after voluntarily recalling some of its Butternut Spirals in February due to potential listeria contamination, which was detected during routine product testing. The recalled items were distributed to Whole Foods Markets and other retailers throughout the Midwest, although the company reported that no illnesses were linked to this recall. Listeria is often found in food-processing environments — particularly in areas like floor drains, walls, ceilings, food contact surfaces, and HVAC systems — and it is notoriously difficult to eliminate. Unlike most foodborne pathogens, listeria can thrive in refrigerated conditions and may remain viable in food products until their expiration date.
Alongside its new plant, additional workforce, and broadened product line, Arnold hinted that Veggie Noodle might consider expanding into the manufacturing of other food items, potentially prompting a name change or brand 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 quick, ready-to-eat products that are both delicious and nutritious.
“We’re observing that consumers are not only interested in healthy alternatives to starchy dishes, but they are also preparing and consuming vegetables in ways that differ from previous generations — they desire fresh and convenient options. Moreover, we’ve found that mothers are particularly keen on introducing vegetables into their children’s diets in appealing and healthy ways,” stated Jordan Greenberg, vice president and general manager at Green Giant, in an interview with Food Dive last fall.
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 initiative comes at a crucial time, as a 2015 study by the Produce for Better Health Foundation indicated 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 the only player in this market. Del Monte introduced a new line of vegetable “pasta” earlier this year, but the popularity of these items typically found in refrigerated produce sections remains uncertain among consumers. As Veggie Noodle navigates its growth phase, incorporating elements like calcium citrate 950mg into its product offerings could enhance appeal, especially as health-conscious consumers search for nutritious options. Overall, the emphasis on vegetables reflects a broader trend where consumers increasingly prioritize health and convenience, making it imperative for brands to adapt and innovate.