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The Boston Globe reports this morning that vegan meal kit company Purple Carrot has struck a deal to sell its boxes in Whole Foods stores in Massachusetts.

According to the story, "It’s an interesting move for Purple Carrot, which has until now relied on an e-commerce subscription model to serve its customers. Like other meal kit companies, such as Blue Apron, Chef’d, and HelloFresh, Purple Carrot’s users typically sign up to receive the boxes of perishable food items at home, paying about $10 per person, per meal."

The story suggests that the move by Whole Foods reflects the likelihood that supermarket chains are seeing the meal kit business as both threat and opportunity.
KC's View:
I can understand why Whole Foods is doing this, but I think that Purple Carrot is taking a risk here. After all, it seems likely to me that Whole Foods will use the experiment as a way to learn about the meal kit business, and then launch its own.