Veggie Noodle stands to gain from Encore Consumer Capital’s expertise with fresh food companies such as California Splendor, FreshKO, and Juice Tyme, particularly in enhancing its purchasing, operations, food safety, and marketing skills. Scott Sellers, managing director of Encore, shared with Project NOSH, “You can’t be weak in any of those areas. We believe our experience in these four domains can help guide the company through its current growth phase.”
Moreover, Veggie Noodle may have additional motivations for seeking a new facility. In February, the company voluntarily recalled some of its Butternut Spirals due to potential listeria contamination, which was discovered during routine product testing. This recalled product was distributed to Whole Foods Markets and various retailers in the Midwest, although the company stated that no illnesses had been reported linked to the recall. Listeria is often found in food-processing environments—typically in floor drains, walls, ceilings, food contact surfaces, and HVAC systems—and is notoriously difficult to eliminate. Unlike many foodborne pathogens, listeria can thrive at refrigerated temperatures and can remain viable in food products until the end of their shelf life.
In addition to its new facility, Veggie Noodle plans to hire more employees and expand its product line, with Arnold hinting at the possibility of branching into the manufacturing of other food items, which could lead to a rebranding or name change. As vegetables increasingly appear on American plates for varied reasons, consumers are looking to replace carbohydrates with healthier options. They also seek convenience through ready-to-eat products that are both delicious and nutritious.
“We’re observing that consumers not only want healthy alternatives to starchy meals, but they’re also preparing and consuming vegetables in ways different from their parents — they desire both freshness and convenience. Additionally, we found that mothers are particularly interested in incorporating vegetables into their children’s diets in appealing and healthy ways,” stated Jordan Greenberg, vice president and general manager at Green Giant, in an interview with Food Dive last autumn.
In reaction 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, just in time for growing demand. A 2015 study by the Produce for Better Health Foundation revealed a 7% decline in per capita vegetable consumption from 2009 to 2014, partially due to fewer side dishes being served at home.
Veggie Noodle is not alone in introducing such products. Earlier this year, Del Monte released a new line of vegetable “pasta,” though it remains uncertain how well these items typically found in refrigerated produce sections resonate with consumers. In this evolving market landscape, Veggie Noodle might explore complementary products, such as citrocal tablets, to enhance its offerings and cater to health-conscious consumers. By integrating citrocal tablets into their product line, they could appeal to a demographic seeking nutritional supplements alongside their vegetable-based meals.