In case you haven’t heard, convenient plant-based foods are on the up and up. In the past two years, the plant-based food sector has reached $3.5 billion with an 8.7 percent growth rate. Additionally, 36 percent of U.S. consumers said they prefer milk alternatives to traditional ones, and one-third of Americans are flexitarian, meaning they are choosing to leave meat off their plates more frequently.

If there was ever a time to invest in whole food, plant-based startups, it’s now. Which explains why Windsail Capital, a Boston-based investment firm focused on energy innovation and sustainability, has decided to put their money behind Purple Carrot, a meal kit delivery system that sends perfectly portioned fresh ingredients and instructions on how to cook with them right to your doorstep. $5 million worth of support actually. The move is not all that surprising considering Veestro, another vegan meal delivery service, also recently raised millions of dollars for their vision of a healthier world. Industry players are realizing now more than ever that they should be capitalizing on the fact that people are willing to spend money to make food choices that are better for their health and the environment, and that this trend isn’t going anywhere. In the wake of this announcement, Mark Bittman, who notably left his job writing for the New York Times to become the chief innovation officer for Purple Carrot, has decided to leave the company. According to reports, he retains an ownership stake in the company, and based on this recent investment – it seems like there is no slowing down for the progress of the vegan meal kit delivery service. 


Nil Zacharias, Co-Founder and Editor-in-Chief of One Green Planet explains it perfectly, “As Americans learn more about how food is directly tied to our health and well-being, as well as the health of the planet, they are seeking better options, namely less meat, and more plant-based foods.”

Purple Carrot, much like One Green Planet, is connecting the dots between the current state of food production in the U.S., public health, and the environment. And what better way to connect the dots than with delicious food in tow?

“Andy and his team at Purple Carrot have achieved impressive growth over the last 18 months. We see tremendous potential in the Purple Carrot model and are looking forward to this new partnership.” said Michael Rand, Managing Director of WindSail Capital.

The meal kit delivery service plans on using their new infusion of cash to make plant-based eating even MORE accessible. They will be working with a number of culinary experts in the coming months as a part of their new “Guest Chef series.” The notable chefs and influencers will create customized plant-based recipes that will be offered through Purple Carrot on a weekly basis.

This new partnership marks yet another important step taken in revolutionizing our food system. And the fact that major investment firms are now supporting vegan food startups proves that this movement is not only smart for public health and the environment, it’s also smart business.

Awesome vegan food hand-picked by famous chefs? All without having to leave your apartment? The future of food is undoubtedly here – and it’s plant-based.

Image Source: Big Ol’ Texas Bowl With Nut-Free Nacho Cheese