Mark Bittman gets freekeh

Illustration by Serene Lusano

Mark Bittman penned his last food column for The New York Times in September. In it, the author of the bestseller How to Cook Everything announced he’s venturing into a startup, and it’s called Purple Carrot. It provides subscribers with vegan meal kits. Bittman creates and tests the recipes, and the ingredients are portioned and delivered to customers weekly. Bittman has been an advocate for eating more plant-based meals for health and environmental benefits for years (see bestseller Eat Vegan Before 6), and Purple Carrot wants to make the healthy decision easier. The company is offering $20 off—three meals for two people is regularly $68, which is less than eating out—and there is a very persuasive recipe archive on the website with savories and sweets to try at home: roasted eggplant with freekeh, spiced tahini, pomegranate and mint? Peanut Butter Freezer Fudge? Stomachs may sign up for the service at