This morning Purple Carrot, a whole food, plant-based meal kit subscription delivery service, announced its partnership with Whole Foods Market’s North Atlantic region. Starting today, Purple Carrot’s vegan meal kits will be carried in Whole Food’s North Atlantic flagship store in Dedham, Massachusetts, priced at $19.99 each.

Like those available to Purple Carrot subscribers, the two-person vegan meal kits will include hand-selected, pre-portioned ingredients, recipe cards with photos, and step-by-step instructions. This partnership is the first in-store point-of-sale for Purple Carrot, and the first meal kit delivery collaboration for the North Atlantic region of Whole Foods, “America’s healthiest grocery store.”

“We are very excited to launch in Dedham, Massachusetts. As Purple Carrot is based on Boston, Massachusetts, we are partnering with Whole Foods Market in the North Atlantic region to kick off a collaboration close to home. We are looking forward to seeing how we can continue to make plant-based meals more accessible,” Purple Carrot founder and CEO Andy Levitt told Subscription Insider.

With a successful subscription business, why did Purple Carrot choose to expand in this way? Levitt explained: “We wanted to create a new touchpoint for customers to embrace plant-based meals in such a way that is convenient and delivers on our high quality, mission-based promise.”

“We listened to our customers’ feedback – they told us they’d love the ability to pick up a meal kit from their grocery store where they still shop throughout the week,” Levitt added.

The initial meal kit selections available to Whole Foods’ customers include Mongolian Seitan Stir Fry, Pan Seared Tofu and Black Rice Noodles, and Cashew Korma with Cauliflower Rice.

Kimberly Rose, vice president of purchasing for Whole Foods’ North Atlantic region commented on the new partnership: “Purple Carrot has created a great product that will help us to provide our customers with one more way to continue to eat well even on the busiest of days.”

Insider Take:

It is exciting to see how this subscription meal kit delivery service has evolved since Levitt founded it in 2014. Earlier this year we wrote about how the company was rebranding, partnering with Mark Bittman (who has since left the company), expanding to include a two-meal kit offering in addition to the family meal kits, migrating to a subscription-only model, and adding a second distribution center in California. A year later, it is transitioning again to a hybrid business model with subscription and non-subscription revenue.

This new relationship could boost the company’s bottom line in a number of ways. Not only will it have another revenue stream, but Purple Carrot will increase its exposure, broadening its reach to a ready-made audience that is already conscious of healthy food choices.

It will be interesting to see how this new revenue stream impacts subscriptions. Will subscribers become more loyal because Purple Carrot listened to its customers, or will some of them cancel their subscriptions in favor of buying the meal kits at their local Whole Foods? We presume that Purple Carrot is testing this venture with one store first to see how it goes, and it will adapt based on results and consumer feedback.