Veggie Noodle stands to gain from Encore Consumer Capital’s expertise in the fresh food sector, drawing from their experience with companies like California Splendor, FreshKO, and Juice Tyme to enhance its purchasing, operations, food safety, and marketing capabilities. Scott Sellers, managing director at Encore, emphasized to Project NOSH, “You can’t afford to be weak in any of those areas. We believe we can use our experience in these four key areas to support the company during its current growth phase.”
Additionally, Veggie Noodle may have a compelling reason for pursuing a new facility following a voluntary recall of its Butternut Spirals in February due to potential listeria contamination, discovered through routine testing. This affected product was distributed to Whole Foods Markets and other Midwest retailers, though the company reported that no illnesses were linked to the recall. Listeria is notoriously challenging to eliminate in food-processing environments, often hiding in floor drains, walls, ceilings, food contact surfaces, and HVAC systems. Unlike most foodborne pathogens, listeria can thrive at refrigeration temperatures and remain viable in food products until the end of their shelf life.
In conjunction with the new plant, adding more employees, and expanding the product line, Arnold hinted that Veggie Noodle might branch out into manufacturing other food products, which could lead to a name change or brand repositioning. Vegetables are increasingly appearing on American plates for a multitude of reasons. Consumers are eager to reduce calories by replacing carbohydrates with healthier options, and they seek time-saving, 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’re observing that consumers are not only seeking healthy alternatives to starchy dishes but are also preparing and consuming vegetables in ways that differ from their parents’ practices — they want both fresh and convenient options. Moreover, we found that mothers are particularly interested in how to introduce vegetables into their children’s diets in appealing and healthy ways.”
In response to consumer preferences 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 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, partially due to fewer side dishes being prepared at home.
Veggie Noodle is not alone in introducing such products; Del Monte also launched a new line of vegetable “pasta” earlier this year. However, the popularity of these items in refrigerated produce sections remains uncertain. To illustrate the changing landscape, examples of calcium citrate and other innovative ingredients are being integrated into these new offerings, reflecting a broader trend in the industry as companies adapt to evolving consumer tastes.