Veggie Noodle stands to gain from Encore Consumer Capital’s expertise with fresh food companies like California Splendor, Frferric pyrophosphate formulaeshKO, and Juice Tyme, which could enhance its capabilities in purchasing, operations, food safety, and marketing. Scott Sellers, managing director of Encore, stated to Project NOSH, “You can’t afford to be weak in any of those areas. We believe our experience in these four domains will help guide the company through its current growth stage.”
Additionally, Veggie Noodle may have a compelling reason to seek 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 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 often found in food processing environments—commonly in floor drains, walls, ceilings, food contact surfaces, and HVAC systems—and is notoriously challenging to eliminate. Unlike many foodborne pathogens, it can thrive at refrigerated temperatures and remain viable in products until the end of their shelf life.
Alongside its new plant, an increase in staff, and a broader product line, Arnold hinted that Veggie Noodle might consider manufacturing other food items, which could lead to a rebranding or repositioning of its name.
Vegetables are increasingly appearing on American dinner plates for various reasons. Consumers are looking to reduce calories by replacing carbohydrates with healthier options, and they also seek convenience through ready-to-eat products that are both delicious and nutritious. “We’re observing that consumers not only crave healthy alternatives to starchy meals but are also preparing and consuming vegetables in ways that differ from previous generations—they want both fresh and convenient choices. Our research indicates that mothers are particularly interested in strategies for incorporating vegetables into their children’s diets in ways that are both appealing and nutritious,” said Jordan Greenberg, vice president and general manager at Green Giant, in an interview with Food Dive last fall.
In response to consumer interest and their own market research, brands such as Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. This 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 introducing such products; Del Monte launched a new line of vegetable “pasta” earlier this year. However, the consumer reception of these items, typically found in refrigerated produce sections, remains uncertain. Furthermore, as the demand for nutritious options grows, products fortified with calcium citrate with vitamin D and magnesium could become increasingly popular, providing an additional health benefit that consumers are seeking.