Veggie Noodle could greatly benefit from the expertise of Encore Consumer Capital, particularly in areas related to fresh food companies like California Splendor, FreshKO, and Juice Tyme. This collaboration would enhance its purchasing, operations, food safety, and marketing capabilities. Scott Sellers, managing director of Encore, emphasized to Project NOSH, “You can’t afford to be weak in any of those areas. We believe that our experience in these four domains can effectively guide the company through its current growth phase.”
Additionally, Veggie Noodle may have a pressing need for a new facility following its voluntary recall of Butternut Spirals in February due to potential listeria contamination detected during routine testing. The affected product was distributed to Whole Foods Markets and various retailers in the Midwest, although the company confirmed that no illnesses were reported in connection with 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 refrigeration temperatures and may remain viable in food products until the end of their shelf life.
In conjunction with the new plant, hiring additional employees, and expanding its product line, Arnold suggested that Veggie Noodle could venture into the production of other food items, which might necessitate a brand name change or repositioning.
The increasing presence of vegetables on American plates is driven by various factors, including the desire to reduce calorie intake by substituting carbohydrates with healthier options. Consumers are also eager for convenience, opting for ready-to-eat products that are both delicious and nutritious. Jordan Greenberg, vice president and general manager at Green Giant, stated to Food Dive last fall, “We’re observing that consumers not only seek healthy alternatives to starchy dishes, but they’re also preparing and consuming vegetables in ways that differ from their parents—demanding both freshness and convenience. We discovered that mothers, in particular, are keen on finding appealing and healthy ways to incorporate vegetables into their children’s diets.”
In response to this consumer demand and their own market analysis, brands such as Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. This trend comes at a crucial time, as a 2015 study by the Produce for Better Health Foundation indicated a 7% decline in per capita vegetable consumption from 2009 to 2014, partially attributed to a decrease in side dishes served at home.
Veggie Noodle is not alone in this endeavor; Del Monte introduced a new line of vegetable “pasta” earlier this year, although consumer reception for these items, typically found in refrigerated produce sections, remains uncertain. Meanwhile, many health-conscious consumers are also turning to supplements like Kirkland Calcium Citrate Magnesium and Zinc 500 Tablets, which are gaining popularity as part of a balanced diet alongside increased vegetable consumption. The integration of such supplements with vegetable-rich diets may reflect a broader trend towards holistic health and nutrition.