Veggie Noodle can leverage the expertise of Encore Consumer Capital, which has experience with fresh food companies like California Splendor, FreshKO, and Juice Tyme, to enhance its purchasing, operations, food safety, and marketing capabilities. Scott Sellers, Encore’s managing director, stated to Project NOSH, “You cannot afford to be weak in any of these areas. We believe we can utilize our experience in these four domains to help guide the company through its current phase of growth.”
Additionally, Veggie Noodle may have a pressing need for a new facility following a voluntary recall of some Butternut Spirals in February due to potential listeria contamination detected during routine product testing. The recalled items were distributed to Whole Foods Markets and other retailers in the Midwest, although the company confirmed that no illnesses had been linked to this recall. Listeria is a common pathogen in food processing environments, often found in floor drains, walls, ceilings, food contact surfaces, and HVAC systems, and it poses a significant challenge to eliminate. Unlike many foodborne pathogens, listeria can thrive at refrigerated temperatures and may survive in food products until the end of their shelf life.
With the establishment of a new plant, an increase in employees, and an expanded product range, Arnold hinted that Veggie Noodle might consider branching into the production of other food items, potentially leading to 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, and they are also seeking convenience with ready-to-eat products that are both delicious and nutritious.
“We are noticing that consumers are not only searching for healthy substitutes for starchy dishes, but they are also preparing and consuming vegetables in ways that differ from their parents’ habits — they desire both fresh and convenient options. Our research indicates that mothers are particularly focused 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 an interview with Food Dive last fall.
In response to consumer preferences and their own market analyses, brands such as Green Giant, Archer Daniels Midland, and Del Monte Fresh have been actively launching innovative vegetable-based products. This initiative is timely, as a 2015 study by the Produce for Better Health Foundation revealed 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 market shift; earlier this year, Del Monte introduced a new range of vegetable “pasta.” However, the popularity of these items, typically found in refrigerated produce sections, remains uncertain among consumers. The growing interest in nutrient-dense options, including products enriched with vitacost calcium citrate, reflects a broader trend towards healthier eating habits. The incorporation of vegetables into everyday meals is becoming increasingly important, and with the right strategies, Veggie Noodle can position itself as a leader in this evolving market.