| Purple Carrot | |
| Industry: | Meal kits |
| Founded: | July 2014 |
| Founder: | Andy Levitt |
| Location: | Needham, Massachusetts |
| Area Served: | United States |
| Key People: | Rishi Bhatia, CEO[1] |
| Parent: | Oisix ra daichi Inc.[2] |
| Type: | Subsidiary |
| Services: | Meal delivery service |
| Revenue: | $43 million |
| Revenue Year: | 2018 |
| Num Employees: | 70+[3] |
Purple Carrot is a Needham, Massachusetts-based, and 100% plant-based meal kit company. Founded by Andy Levitt, it offers both prepared meals as well as meal kits to subscribers weekly.[4] [5] As stated from a 2022 article in Cosmopolitan, “each Purple Carrot meal kit results in 72% less carbon being released into the atmosphere as compared to the standard American meal.”[6]
Purple Carrot was acquired by the Japanese meal-kit service Oisix ra daichi Inc. in May 2019 for $12.8 million.[7] Its CEO is Rishi Bhatia.[8]
When founded in 2014, Purple Carrot was the first all plant-based meal kit service in the United States, coining the slogan the "New American Diet".[9]
Consumers can choose between two different packages. Either a three-night meal plan which serves two people ($68) or a two-night meal plan that serves four ($74). The meal prep times vary, depending on which meals are being cooked, but claim to fall within the 30-minute range. Mark Bittman, its chief innovation officer in 2015, says they can take up to 60 minutes, depending on the skill of the cook.[10]
Purple Carrot was acquired by the Japan's largest meal-kit and organic food delivery service Oisix ra daichi Inc. in May 2019 for $12.8 million.[11] [2]
In May 2022, Rishi Bhatia was appointed the new CEO of the company.[12] Previously he was the chief technology officer at Purple Carrot. Bhatia stated in an interview with Modern Retail, “We want to continue to deliver unique flavors, but also increase our value proposition through convenience and flexibility, as cooking habits evolve."[12]
In July of 2023, Purple Carrot was awarded a Blue Ribbon by PETA by not obtaining coconut milk from Thailand. This act is in reaction to the knowledge that was released about Thai Coconut companies kidnapping monkeys and forcing them into coconut-picking machines.[13]