Mark Bittman is known for his New York Times columns on food and cooking, and as an advocate for seasonal, plant-based eating. Now Bittman is taking on a new role in the food industry, in hopes of bringing fresh vegan food to the masses.

This week the Boston-based food company Purple Carrot announced it is hiring Bittman as its chief innovation officer, according to Fast Company. Purple Carrot also announced an expansion to West Coast food deliveries, following its successful launch last year in offering plant-based meal kits to consumers in 25 East Coast states.

Bittman also becomes a partner in  the business, which is setting up shop in Los Angeles and expects to offer delivery to customers in  California, Oregon, Washington, Colorado, Arizona, Nevada, Utah, and New Mexico.

Bittman says the company’s service is perfect for those who want to eat more vegan, plant-baseed meals but who don’t have the time or know-how to start from scratch. He will be working on recipe development and testing, and on seeking more sustainable packaging and food sourcing for the company.

The company has raised $1 million and is about to close on a $3 million round of seed funding. In addition, Bittman and his partners are meeting with potential investors, in hopes of launching a Series A financing next year.

Purple Carrot founder Andy Levitt sought out Bittman as a partner earlier this year, on the belief that the writer’s interests completely meshed with his and the company’s values. Bittman’s essays on part-time veganism, environmental ethics, sustainability, local food sourcing, seasonality and other issues intersect perfectly with the company’s commitments, Levitt explained.

Bittman says his initial focus will be on the food, with all new recipes developed by his team, with new designs and photography on recipe cards. The company will also be changing its payment model from pay-as-you-go to a weekly subscription.