Veggie Noodle could greatly benefit from Encore Consumer Capital’s expertise with fresh food companies such as California Splendor, FreshKO, and Juice Tyme, enhancing its capabilities in purchasing, operations, food safety, and marketing. Scott Sellers, managing director of Encore, shared with Project NOSH, “You can’t afford to be weak in any of those areas. We believe we can leverage our experience in these four key areas to support the company through its current growth stage.”
Moreover, Veggie Noodle may have a compelling reason to seek a new facility, as it voluntarily recalled some of its Butternut Spirals in February due to potential listeria contamination identified during routine testing. These recalled products were distributed to Whole Foods Markets and various other retailers in the Midwest, although the company stated that no illnesses had been reported in relation to this recall. Listeria is frequently found in food processing environments, often residing in floor drains, walls, ceilings, food contact surfaces, and HVAC systems, making it notoriously difficult to eliminate. Unlike many other foodborne pathogens, listeria can thrive at refrigerated temperatures and remain viable in food products until the end of their shelf life.
With a new facility, additional staffing, and an expanded product line on the horizon, Arnold hinted that Veggie Noodle might venture into manufacturing other food items, potentially prompting a name change or brand repositioning. The increasing presence of vegetables on American plates can be attributed to various factors. Consumers are looking to reduce calories by replacing carbohydrates with healthier alternatives while also seeking convenient, ready-to-eat products that are both delicious and nutritious.
Jordan Greenberg, vice president and general manager at Green Giant, mentioned in an interview with Food Dive last fall, “We’re seeing that consumers are not only searching for healthy alternatives to starchy dishes, but they’re also preparing and consuming vegetables in different ways than their parents did — they want both fresh and convenient options. Additionally, we discovered that mothers are particularly interested in ways to incorporate vegetables into their children’s diets in appealing and healthy manners.”
In response to consumer demand 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. This effort comes at a crucial time, as a 2015 study by the Produce for Better Health Foundation revealed a 7% decline in per capita vegetable consumption between 2009 and 2014, partly due to fewer side dishes being served at home.
Veggie Noodle isn’t alone in this market; Del Monte introduced a new line of vegetable “pasta” earlier this year. However, it remains to be seen how well these items, typically found in refrigerated produce sections, resonate with consumers. As these companies explore the potential of incorporating ingredients like calcium citrate into their products—possibly even as a supplement to support health during processes like blood transfusions—they may find new opportunities to connect with health-conscious consumers.