In case you missed it, I’m joining The Purple Carrot as co-founder, partner and Chief Innovation Officer. Here’s a great piece by Matt Rodbard in Food Republic with some more details.
Photograph by Eric Tanner
Mark Bittman Put His Money Where His Mouth Is
Why the activist-columnist left journalism to run a vegan startup
In fairness, the offal was sent compliments of the kitchen.
Mark Bittman grabs the ramekin of chicken liver brûlée with a hand the size of an NBA power forward’s before breaking through the caramelized crust with a dagger of crusty bread. I’ve met the author of the best-selling VB6: Eat Vegan Before 6:00 for lunch at the Breslin, April Bloomfield’s New York City restaurant famous for lamb burgers and boards stacked with liverwurst and head cheese. “Today is a bad day,” says Bittman when asked about breaking his famous meat-and-dairy-free-during-daylight edict during our flowing conversation, which skips between millennial slackerdom, Bill Clinton and Bittman’s next chapter after leaving The New York Times in September: He is serving as chief innovation officer at vegan meal-kit delivery service Purple Carrot, which was officially announced this morning. “But, really, we are celebrating, so it’s not so bad,” he says with a laugh.
The lunch was part of a two-day media blitz promoting the author’s latest book, which was being released that day, a compilation of his popular New York Times Magazinecolumn Kitchen Matrix. Earlier in the morning, the tall and trim 65-year-old had been hawking the book on television and NPR, and later he will tape with the “really intense” Dr. Oz. So it’s clear the dude deserves a basket of beer-battered Long Island fluke and Bloomfield’s supreme pomme frites. “You should eat some of these,” he insists in a long-simmered Manhattan drawl. Bittman was raised in New York City’s Stuyvesant Town, and until earlier this year lived mostly in the Northeast — between Boston, Connecticut and New York City — before relocating to Northern California in January. “Living in Berkeley is fucking awesome,” he says with a smile. And with a new job building a plant-based cooking brand, his first full-time gig outside of media in over 30 years, the roaring startup economy might be pretty fucking awesome for Mark Bittman, too.
Read the full story here.
Want to cook with me? Get $20 off with promo code NEWCARROT at The Purple Carrot.