Mark Bittman Joins Vegan Meal Delivery Service

You can try to replace cheese, but you will fail.

Mark Bittman, the former New York Times food columnist, is joining the Purple Carrot, a vegan meal delivery service.

The New York Times reports that Bittman will write for the Purple Carrot’s site, help develop menus and generally serve as the face of the company.

“We’ll be presenting a new website, incorporating Mark and a new image and language he’s helped develop,” Andrew Levitt, founder and CEO of the Purple Carrot, told the Times. “We’ll also be starting a subscription-based business, where we currently are pay as you go.”

Bittman announced he was leaving the Times in September. He had been with the Times since 2011.