Mark Bittman has joined The Purple Carrot, a vegan food delivery service.
The Berkeley-based journalist has vacated his position as a New York Times columnist to become a partner and the "chief innovation officer" of The Purple Carrot, which sells kits of ingredients for healthy meals that can be made at home.
According to Forbes, Bittman will develop plant-based recipes and liaise with famous chefs.
"It's important personally because I want to do something that will really help save lives," Bittman told the publication. "It's important professionally because I believe it will. Helping people eat less junk and processed food and fewer animal products will improve their health."
The Purple Carrot's current offerings include three meals for two people for $68 per week and a family plan of two meals for four people for $74 per week.
Though the company is located in Massachusetts, home cooking food delivery services are on the rise in the Bay Area thanks to startups like Munchery, Sun Basket and Din.