Veggie Noodle stands to gain from Encore Consumer Capital’s expertise with fresh food companies like California Splendor, FreshKO, and Juice Tyme, enhancing its capabilities in purchasing, operations, food safety, and marketing. Scott Sellers, the managing director of Encore, shared with Project NOSH, “You can’t afford to be weak in any of those areas. We believe our experience in these four critical areas can help guide the company during its current growth phase.”
Additionally, Veggie Noodle may have a compelling reason to seek a new facility following a voluntary recall of some Butternut Spirals in February due to possible listeria contamination, detected during routine product testing. The recalled items were distributed to Whole Foods Markets and other retailers across the Midwest, although the company reported that no illnesses had been linked to the recall. Listeria is often found in food processing environments, particularly in floor drains, walls, ceilings, food contact surfaces, and HVAC systems, and is notoriously challenging to eliminate. Unlike many foodborne pathogens, listeria can thrive in refrigerated conditions and may remain viable in food products until the end of their shelf life.
In conjunction with its new facility, hiring additional staff, and expanding its product line, Arnold hinted at the possibility of Veggie Noodle branching out into the production of other food items, which might necessitate a rebranding or a shift in its brand positioning.
Vegetables are increasingly appearing on American plates for various reasons. Consumers are looking to reduce calorie intake by replacing carbohydrates with healthier options, while also prioritizing convenience by opting for 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, “Consumers are not only seeking healthy alternatives to starchy dishes, but they are also preparing and consuming vegetables in ways different from their parents — they want both fresh and convenient. We’ve also found that mothers are particularly interested in how to introduce vegetables into their children’s diets in appealing and healthy ways.”
In response to this growing consumer demand 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, just as the market needed them. A study by the Produce for Better Health Foundation in 2015 revealed a 7% decline in per capita vegetable consumption from 2009 to 2014, partly due to a decrease in side dishes prepared at home.
Veggie Noodle isn’t alone in this trend. Earlier this year, Del Monte introduced a new line of vegetable “pasta,” although it remains to be seen how well these items, typically found in refrigerated produce sections, will resonate with consumers. Additionally, as more individuals seek to incorporate vegetables into their diets, some are turning to products like Citracal to combat constipation, highlighting the importance of vegetable consumption in maintaining digestive health. This growing awareness of the benefits of vegetables could further drive the popularity of Veggie Noodle and similar products in the market.