Skip To Content

Mark Bittman Brings Vegan Meal Kits to Masses

During the question-and-answer period following his , Mark Bittman was coy when an audience member asked for details about why he’d left the New York Times. (In his farewell column, Bittman wrote that he was going “to do what I’ve been writing about these many years: to make it easier for people to eat more plants.”)

“Monday all will be revealed,” he said from the stage.

And today, it was.

“In case you missed it,” Bittman posted on his website this morning, “I’m joining The Purple Carrot as co-founder, partner and chief innovation officer.”

Image by Facebook/The Purple Carrot

Purple Carrot is a meal-kit delivery service that sends boxes of the pre-measured ingredients — non-GMO and mostly organic — needed to create fresh vegan meals at home. The recipes are developed and tested by Bittman, according to the company’s website. Purple Carrot currently ships throughout the Northeast, Mid-Atlantic and West Coast of the U.S. and offers two meal plans — one for two people and one for four.

When host Randy Cohen asked Bittman last Thursday whether he thought there had been progress made in cooking in recent years, Bittman was pessimistic: “Food is probably, generally speaking, much worse than years ago,” he said. “Things change, but I don’t know if you’d call it progress.”

Then, in response to a question from a woman who was concerned that she might not be cooking healthfully enough if she wasn’t using organic foods, Bittman replied, “If you start with real food and you cook it decently, you’re fine. You’re cooking more healthfully than 95 percent of the people in this country are eating.”

His numbers sound a bit off to me, but I get the point and appreciate the idea that with his new venture, Bittman is taking a small-if-concrete step toward improving the ratio of people cooking plant-focused meals at home.

Liza Schoenfein is food editor of the Forward. Contact her at [email protected]

I hope you appreciated this article. Before you go, I’d like to ask you to please support the Forward’s award-winning, nonprofit journalism during this critical time.

Now more than ever, American Jews need independent news they can trust, with reporting driven by truth, not ideology. We serve you, not any ideological agenda.

At a time when other newsrooms are closing or cutting back, the Forward has removed its paywall and invested additional resources to report on the ground from Israel and around the U.S. on the impact of the war, rising antisemitism and the protests on college campuses.

Readers like you make it all possible. Support our work by becoming a Forward Member and connect with our journalism and your community.

Make a gift of any size and become a Forward member today. You’ll support our mission to tell the American Jewish story fully and fairly. 

— Rachel Fishman Feddersen, Publisher and CEO

Join our mission to tell the Jewish story fully and fairly.

Republish This Story

Please read before republishing

We’re happy to make this story available to republish for free, unless it originated with JTA, Haaretz or another publication (as indicated on the article) and as long as you follow our guidelines. You must credit the Forward, retain our pixel and preserve our canonical link in Google search.  See our full guidelines for more information, and this guide for detail about canonical URLs.

To republish, copy the HTML by clicking on the yellow button to the right; it includes our tracking pixel, all paragraph styles and hyperlinks, the author byline and credit to the Forward. It does not include images; to avoid copyright violations, you must add them manually, following our guidelines. Please email us at [email protected], subject line “republish,” with any questions or to let us know what stories you’re picking up.

We don't support Internet Explorer

Please use Chrome, Safari, Firefox, or Edge to view this site.