Eating less meat is the easiest way for anyone to lower their carbon footprint, and the prepared food delivery startup Thistle has just raised $10.3 million to make that choice even easier for consumers.
The company delivers plant-based full menus (with meat options available for customers that want them) for its customers, along with a range of juices and sides.
That pitch of making tweaks to customer behavior for more conscious consumerism and healthy eating was enough to attract Series B funding from PowerPlant Ventures, with participation from Siddhi Capital, Alumni Ventures Group and the venture arm of Rich Products Corp.
The company said it would use the financing to expand geographically -- setting up a production facility on the East Coast to bring its healthy prepared meals to potential customers along the Eastern seaboard.
“With this funding, we’ll be able to support even more people through scientific, evidence-based principles of nutrition that lead to optimal wellness, enjoyable eating, and a healthier planet," said Ashwin Cheriyan, co-founder and CEO of Thistle in a statement.
Since its launch seven years ago, Thistle has served more than 5 million meals, and is intent to not just launch in new geographies, but provide more robust services for its customers. Those services will include virtual consultations with an in-house registered Thistle dietitian who can give customers guidance on the best diet for their needs, the company said.
The new offering was born from customer feedback, according to chief operating officer and Thistle co-founder Shiri Avnery.
"We tested the program last fall, and the responses were overwhelmingly positive. We’re excited to be able to officially roll out the program to our customers this month, with the primary goal to further support our customers along each stage of their wellness journey," Avnery said.
The husband and wife duo offer menu plans starting at $42 a week or $11.50 per meal, according to the company's website, and all meals are gluten and dairy-free (with vegan options available).
The financing for Thistle comes during a plant-based food boom that's been sweeping the nation -- and the nation's investors.
“Eating a plant-forward diet is the single most impactful way to reduce your overall environmental footprint, reducing climate change, pollution, resource consumption, and species extinction,” said Dan Gluck, managing partner of PowerPlant Ventures, in a statement. “Consumer demand for plant-based foods is outperforming total food growth today, and this trend is expected to increase over the next decade as more people realize that eating more plants is a critical component to the long-term health of both the planet and our population.”