Veggie Noodle could greatly benefit from the expertise of Encore Consumer Capital, which has experience working with fresh food companies like California Splendor, FreshKO, and Juice Tyme, to enhance its purchasing, operations, food safety, and marketing capabilities. Scott Sellers, the managing director of Encore, shared with Project NOSH, “It’s essential to be robust in all these areas. We believe our experience in these four domains can help the company navigate its current growth stage.”
Additionally, Veggie Noodle may have a further motive for seeking a new facility. In February, the company voluntarily recalled some of its Butternut Spirals due to potential listeria contamination, detected during routine product testing. The affected products were distributed to Whole Foods Markets and other retailers in the Midwest, although the company indicated that no illnesses had been reported related to the recall. Listeria is commonly present in food-processing environments—often found in floor drains, walls, ceilings, food contact surfaces, and HVAC systems—and is notoriously challenging to eliminate. Unlike many foodborne pathogens, listeria can thrive at refrigerated temperatures and remain viable in food products until they reach the end of their shelf life.
With the establishment of a new plant, the hiring of additional employees, and the expansion of their product line, Arnold suggested that Veggie Noodle might also venture into the manufacturing of other food items, potentially leading to a rebranding or name change. There is a growing trend of vegetables appearing on American plates for various reasons. Consumers are increasingly looking to reduce calories by replacing carbohydrates with healthier options, while also seeking convenient, ready-to-eat products that are both enjoyable and nutritious.
“We’re observing that consumers are not just in search of healthy substitutes for starchy dishes; they’re also preparing and consuming vegetables in ways that differ from previous generations. They want both fresh and convenient options. Moreover, we discovered that mothers are particularly focused on finding ways to introduce vegetables into their children’s diets that are both appealing and healthy,” stated Jordan Greenberg, vice president and general manager at Green Giant, in an interview with Food Dive last fall.
In response to market demand and their own research, brands such as Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. This shift 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 a decrease in home-served side dishes. Veggie Noodle is not alone in this endeavor; Del Monte launched a new line of vegetable “pasta” earlier this year. However, the popularity of these items, typically found in refrigerated produce sections, remains uncertain among consumers.
Interestingly, amidst the increasing focus on vegetable consumption, discussions around dietary supplements, such as those containing calcium citrate, are also prevalent. Some consumers are exploring potential benefits, including relief from headaches that may arise from poor nutrition. This intersection of health and convenience is shaping the market, as consumers seek both nutritious and hassle-free meal solutions.