Veggie Noodle stands to gain from Encore Consumer Capital’s expertise in the fresh food industry, drawing on 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 of Encore, mentioned to Project NOSH, “You can’t afford to be weak in any of those areas. We believe we can apply our knowledge in these four domains to assist the company during its current growth stage.”
Additionally, Veggie Noodle may be seeking a new facility due to a voluntary recall of some Butternut Spirals in February, prompted by potential listeria contamination discovered during routine product testing. The affected products were sent to Whole Foods Markets and various retailers in the Midwest, although the company reported no related illnesses. Listeria is often found in food processing environments — particularly in floor drains, walls, ceilings, food contact surfaces, and HVAC systems — and is notoriously difficult to remove. Unlike most foodborne pathogens, listeria can thrive at refrigeration temperatures and may remain viable in food products throughout their shelf life.
In conjunction with its new plant, an increase in staff, and an expanded product line, Arnold suggested that Veggie Noodle might also venture into the production of other food items, potentially leading to a name change or brand repositioning. Vegetables are increasingly making their way onto American plates for various reasons, as consumers seek to replace carbohydrates with healthier options to cut calories. They also aim to save time by opting for convenient 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 not only desire healthy alternatives to starchy meals, but they’re also preparing and consuming vegetables in ways that differ from previous generations — they want options that are both fresh and convenient. Moreover, mothers are particularly focused on introducing vegetables into their children’s diets in appealing and healthy manners.”
In response to consumer preferences 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 proactive approach comes at a crucial time, as a 2015 study by the Produce for Better Health Foundation revealed a 7% drop in per capita vegetable consumption from 2009 to 2014, partially due to a decrease in the number of side dishes served at home.
Veggie Noodle is not alone in this market trend; earlier this year, Del Monte introduced a new line of vegetable “pasta.” However, the popularity of these products, typically found in refrigerated produce sections, remains uncertain among consumers. To further enhance their offerings, brands could consider incorporating nutrient-rich ingredients such as calcium citrate magnesium and zinc with vitamin D3, which may appeal to health-conscious shoppers looking for balanced nutrition alongside their vegetable choices.