Reducing meat consumption represents a straightforward method for individuals to diminish their environmental impact, and the meal delivery service Thistle recently secured $10.3 million in funding to further simplify this choice for consumers.

The company provides customers with complete plant-based menus – alongside meat selections for those who prefer them – in addition to a variety of juices and side dishes.

Their approach of encouraging small adjustments in consumer habits to promote both mindful consumption and healthful eating proved sufficient to attract Series B investment from PowerPlant Ventures, with additional participation from Siddhi Capital, Alumni Ventures Group and the venture capital division of Rich Products Corp.

The company plans to utilize this funding to broaden its geographic reach, specifically by establishing a production facility on the East Coast to make its nutritious prepared meals accessible to prospective customers throughout the Eastern seaboard.

“This investment will enable us to assist a greater number of individuals through scientifically supported nutritional principles that contribute to peak wellness, enjoyable meals, and a more sustainable planet,” stated Ashwin Cheriyan, co-founder and CEO of Thistle.

Since its inception seven years ago, Thistle has delivered over 5 million meals and is focused on not only expanding into new areas but also enhancing the services it offers to its existing customer base. These expanded services will encompass virtual consultations with a registered Thistle dietitian, providing personalized dietary guidance based on individual needs.

According to chief operating officer and Thistle co-founder Shiri Avnery, the new service was developed in response to customer requests.

“We piloted the program last autumn, and the feedback was exceptionally positive. We are pleased to officially launch the program for our customers this month, with the primary intention of providing continued support throughout their wellness journeys,” Avnery explained.

The company’s website details that the husband and wife team offers meal plans beginning at $42 per week, or $11.50 per meal, with all meals being both gluten and dairy-free (and vegan options also available).

This funding for Thistle arrives amidst a significant surge in the popularity of plant-based foods across the country – and among investors.

“Adopting a diet centered around plants is the most effective single action an individual can take to lessen their overall environmental footprint, mitigating climate change, pollution, resource depletion, and species loss,” commented Dan Gluck, managing partner of PowerPlant Ventures. “Currently, the demand for plant-based foods is exceeding the growth rate of the overall food market, and this trend is projected to accelerate over the next decade as more people recognize that increasing plant consumption is vital for the long-term health of both the planet and its inhabitants.”