Purple Carrot, a plant-based meal kit company, has announced the formation of The Garden Incubator, a new service that will be made available to select early-stage plant-based companies looking to scale. The Garden will serve as an investor, an incubator, and a launch pad that will provide a range of services confirming product-market fit and establishing confidence and awareness for future investment and growth.

“The plant-based space is in the midst of a powerful transformation with a range of early-stage brands that are struggling for investment dollars, product-market fit, and distribution. With The Garden our goal is to accelerate the positive trajectory of qualifying brands, improve their focus, and enable rapid and improved distribution in the United States and beyond,” said Andy Levitt, Purple Carrot founder and CEO. “The de-risking of brands for future follow-on investment will be a key differentiator for this service.”

In addition to supporting entrepreneurs with a variety of business services such as strategy, branding, marketing, e-commerce, operations, fulfillment, and data analytics, Purple Carrot will provide companies with up to $250,000 in seed funding. Unovis Partners, a venture capital firm in the plant-based space, will provide the funding to those companies meeting its mandate and criteria through its New Crop Capital fund and serve as the Founding Sponsor for The Garden.

Press release

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