Veggie Noodle stands to gain from Encore Consumer Capital’s expertise with fresh food companies such as California Splendor, FreshKO, and Juice Tyme, enhancing 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 areas can help guide the company through its current growth phase.”
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 identified during routine product testing. This recalled product was 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 frequently found in food-processing environments, often in areas like floor drains, walls, ceilings, food contact surfaces, and HVAC systems, making it notoriously challenging to eliminate. Unlike most foodborne pathogens, listeria can thrive at refrigerated temperatures and may remain viable in food products until the end of their shelf life.
With the new plant, additional staff, and an expanded product line, Arnold hinted that Veggie Noodle might venture into producing other food items, potentially leading to a name change or brand repositioning. Vegetables are increasingly appearing on American plates for various reasons. Consumers are eager to lower calorie intake by substituting carbohydrates with healthier options. They are also looking to save time by opting for ready-to-eat products that are both delicious and nutritious.
“We’re noticing that consumers are not only searching for healthy alternatives to starchy meals, but they’re also preparing and consuming vegetables in ways that differ from their parents’ habits — they seek both freshness and convenience. Moreover, we found that mothers are particularly interested in how to integrate vegetables into their children’s diets in appealing and healthy ways,” said 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 market research, brands like Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively introducing innovative vegetable-based products. This comes at a crucial time, as a 2015 study from the Produce for Better Health Foundation indicated a 7% decline in per capita vegetable consumption from 2009 to 2014, partly due to fewer vegetable side dishes being served at home.
Veggie Noodle is not alone in launching such products; Del Monte also introduced a new line of vegetable “pasta” earlier this year. However, the true consumer appeal of these items, typically found in refrigerated produce sections, remains to be fully determined. As discussions about calcium citrate and its role in health continue, it’s evident that the market for vegetable-based products is evolving rapidly.