After quitting his job at New York Times, Mark Bittman officially joins The Purple Carrot, a startup business that aims to provide healthier meal choices for the Americans.
Bittman revealed on Monday that it was seeing the determination of the Americans to eat healthier food that convinced him join the startup business alongside David Mayer and Andy Levitt .
As the lead investor of The Purple Carrot, Meyer expressed his willingness to be part of a company that would allow the Americas to "cook meals with real food, talk about it, show their kids what cooking is and connect on that and what it means." With the same thought in mind, Bittman agreed to join Meyer.
"With this 10-year history I have of advocating for part-time veganism, this company is exactly right," Bittman tells Fast Company.
The Purple Carrot is an all-vegan meal-kit delivery service provider. Its vision is not to let people give up their meat, but to help them make better choices when it comes to food. "It is an opportunity to help people change for the better; it's not about 'giving up meat,' but about adding some wonderful meals to your diet every week, meals that happen to be vegan," writes Bittman.
Bittman joined the company and is currently the full-time Partner and Chief Innovation Officer. With that position, Bittman is responsible for recipe development, testing, and making sure the packaging and sourcing becomes more sustainable.
On the other hand, One Green Planet believes that Bittman made the right decision. Americans have been reported to wanting to eat more meatless meals; investors have been investing in plant-based food markets, and the need to implement food system reforms is grave.
Mark Bittman was the opinion-editorial columnist of New York Times, a food writer for Sunday Magazine, and a bestselling author. He is also one of the country's most active proponents for part-time veganism.
