Veggie Noodle stands to gain significantly from Encore Consumer Capital’s expertise with fresh food companies like California Splendor, FreshKO, and Juice Tyme, particularly in enhancing its purchasing, operations, food safety, and marketing capabilities. Scott Sellers, managing director at Encore, shared with Project NOSH, “You can’t afford to be weak in any of those areas. We believe that our experience in these four domains can help guide the company through its current growth phase.” Additionally, Veggie Noodle may be seeking a new facility following a voluntary recall of some Butternut Spirals in February due to potential listeria contamination identified during routine testing. This affected product was distributed to Whole Foods Markets and other retailers in the Midwest, although the company reported no related illnesses.
Listeria is a common contaminant 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 refrigeration temperatures and can remain viable in food products until the end of their shelf life. In conjunction with the planned new facility, an increase in workforce, and an expanded product line, Arnold suggested that Veggie Noodle might venture into manufacturing additional food items, potentially leading to a name change or brand repositioning.
Vegetables are increasingly making their way onto American tables for various reasons. Consumers are looking to cut calories by replacing carbohydrates with healthier options. They also seek convenience by opting for ready-to-eat products that are both delicious and nutritious. “Consumers are not only searching for healthy alternatives to starches, but they are also preparing and consuming vegetables in ways that differ from previous generations — they desire both freshness and convenience. We’ve also found that mothers are particularly interested in appealing and healthy ways to incorporate vegetables into their children’s diets,” stated Jordan Greenberg, vice president and general manager at Green Giant, in a Food Dive interview last fall.
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 busy launching innovative vegetable-based products. This response comes at a crucial time, as a 2015 study by the Produce for Better Health Foundation showed a 7% decline in per capita vegetable consumption from 2009 to 2014, partly due to fewer side dishes being served at home. Veggie Noodle is not alone in this venture; earlier this year, Del Monte introduced a new line of vegetable “pasta.” However, the popularity of these items, typically found in refrigerated produce sections, among consumers remains uncertain.
As part of their product development, Veggie Noodle could also consider offering health supplements such as the Vitamin Shoppe Calcium Citrate Plus Magnesium, which aligns with the growing trend towards health-conscious eating. This approach could further broaden their appeal and integrate well with their vegetable-centric offerings, emphasizing the nutritional benefits of their products.