My Favorite Vegan Meal Kit Service Isn’t Purple Carrot (I Was as Shocked as Anyone)


As a vegetarian of 21 years who often eats and cooks vegan recipes, it can be difficult to find restaurants that cater to my dietary restrictions. So when it came to meal kits, especially as a skeptic, I just assumed those were off the table. But when I started testing vegan meal delivery services for CNET, I was pleasantly surprised to find that most have a selection of vegan dishes. 

Purple Carrot, for instance, only sells vegan meal kits, ready-to-eat dishes and grocery items. Over the last year, I’ve tried the service twice, and while I thought the meal kits were good, they weren’t my favorite. Instead, I was pleasantly surprised by another service: USDA-certified organic Green Chef, which offers plenty of plant-based meal kits and add-ons. 

While Green Chef isn’t 100% vegan like Purple Carrot, its weekly vegan kits did blow me away. This is why. 

Green Chef’s thoughtful vegan flavors

Choosing Green Chef over Purple Carrot as my favorite vegan meal kit service came down to taste and the thoughtfulness of recipes. Over the two decades I’ve been preparing and chowing down on vegan meals, I’ve noticed that some recipes tend to equate “vegan” with “flavorless,” either overcompensating on spice or salt or undercompensating by simply throwing tofu in a dish with barely any preparation. 

I found that Green Chef’s meals incorporated a lovely blend of veggies, greens, grains, seeds and beans while still ensuring that each layer of its dishes was packed with the right amount of flavor. Even though Green Chef doesn’t solely focus on vegan recipes, each one I tried didn’t feel like an afterthought. 

Roasted squash and bell pepper sandwiches, creamy tomato pasta with roasted veggies and black bean burritos and spiced cauliflower are the three Green Chef meals I tried, and I would gladly make them all again.

Green Chef's creamy tomato pasta with roasted veggies on a beige speckled plate on a light pink placemat.

Green Chef’s creamy tomato pasta with roasted veggies, which was packed with flavor.

Anna Gragert/CNET

A protein predicament 

From Purple Carrot, I’ve tried eight different meals and some I liked better than others, but overall, it felt like the brand was struggling to find the right balance of flavors — especially when it came to how its vegan proteins were prepared. For example, two of the proteins I tried, crispy lemon chick’n and adobo-roasted tofu, lacked tasty, well-rounded flavors, and I wasn’t able to finish eating them. 

Most recently, I tried Head Peloton Instructor Robin Arzón’s “Eat To Hustle” high-protein meal collaboration with Purple Carrot. I liked those meals better than others I’d tried from the brand, but still, Green Chef’s recipes win in the flavor category.

If it’s important to you, Green Chef’s meals are also USDA-certified organic, while only some Purple Carrot ingredients are organic or non-GMO.

Purple Carrot's Puerto Rican rice and beans on a beige speckled plate on a pink placemat.

Purple Carrot’s Puerto Rican rice and beans wasn’t my favorite, especially since the tofu was simply cut in half and rubbed with the spice mixture.

Anna Gragert/CNET

The price comparison evens out

Purple Carrot and Green Chef meal kits are about even in price, and both are subscription services. Green Chef charges a flat $14 a serving, while Purple Carrot’s meal kits are $13 to $14 a serving. The latter’s ready-to-eat dishes range from $13 to $18, while grocery items are $3 to $40. 

Purple Carrot’s shipping is $12, but orders over $100 ship free. A $15 shipping surcharge may apply to select ZIP codes. As for Green Chef, shipping is a flat $10. 

Some Purple Carrot meal kits may be $1 cheaper per serving than Green Chef’s, but the latter’s shipping for orders under $100 is $2 less.

The ingredients for Green Chef's Roasted Squash and Bell Pepper Sandwiches on a white marble countertop.

The ingredients for Green Chef’s roasted squash and bell pepper sandwiches, which were fresh-tasting and delicious.

Anna Gragert/CNET

Where Purple Carrot wins: variety

Green Chef offers at least five vegan meal kits per week, whereas Purple Carrot provides over 50 options, including meal kits and ready-to-eat meals, each week. The week of writing, there were 33 meal kits. 

Both services include breakfast, lunch and dinner options. While Purple Carrot has ready-to-eat meals and grocery items, such as oatmeal, cheese, snacks and vegan proteins, Green Chef has its Green Market as “add-ons” on its menu, including side dishes, juices, egg bites and ready-to-cook non-vegan proteins. 

If you want more than five vegan meal kits each week, Purple Carrot would be a better choice.

Other dietary restrictions offered

Along with vegan meals, Green Chef provides recipes for the following dietary restrictions and preferences: vegetarian, Mediterranean, gluten-free, calorie smart, high protein, high fiber, low added sugar, keto, dairy-free, sodium smart and carb smart. There are also kits with ingredients that support gut or brain health.

In addition to being 100% vegan, Purple Carrot supports gluten-free, high-protein, high-fiber and under-600-calorie meals. 

Between the two, Green Chef has more preferences that you can use to sort through its menu. It would also be great for flexitarians who want to eat more plant-based food but don’t want to go all the way.

Purple Carrot Miso Leek Pasta Ingredients on white marble countertop next to black stovetop.

Purple Carrot’s ingredients for its miso leek pasta, which I enjoyed more than other meal kits from the brand.

Anna Gragert/CNET

My final thoughts

After testing a variety of vegan meal kit services for the past few years, I’ve come to the conclusion that, as long as price isn’t an issue, the deciding factor between companies is taste. In this respect, and since they’re about the same cost, my favorite vegan meal kits are Green Chef’s, despite Purple Carrot’s notoriety in the category. 

Ultimately, if you’re vegan and want to give meal kits a try, or if you eat meat but want to consume less of it, my personal recommendation for meal kits is Green Chef. But if you’re going for more variety and options each week, then check out Purple Carrot





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Recent Reviews


In the tax world, excise taxes are often the neglected step-child. They take a back seat to income and estate taxes. They do not make the headlines very often.

Excise taxes are largely transaction-based taxes that target specific industries or activities. The businesses that are subject to these taxes generally just pay them, and consider it a cost of doing business.

But the law and rules for these taxes are often not well developed and they can be very difficult to apply in practice. This can be problematic as a misstep with these taxes can be financially devastating for a business. It often spells the end for the business, or, at a minimum, a need to resolve a significant tax balance with the IRS.

The recent case of Texas Truck Parts & Tire, Inc. v. United States, No. 23-20588.(5th Cir. Oct. 8, 2024) provides an opportunity to consider the ill-defined tire import excise tax. This case resulted in a significant tax liability and expanded definition of who qualifies as an “importer” for this tax–which could be extremely problematic for businesses that import tires for sale in the United States.

Facts & Procedural History

The taxpayer (“Texas Truck”) is a wholesaler and retailer of truck parts and tires based in Houston, Texas.

From 2012 to 2017, Texas Truck purchased tires from Chinese manufacturers, which shipped and delivered the tires to Houston. Texas Truck believed that the Chinese manufacturers were the importers of the tires under applicable law and therefore did not file quarterly excise tax returns or pay any excise tax on the tires.

The IRS audited Texas Truck and determined that it, not the Chinese manufacturers, was the importer of the tires and therefore owed approximately $1.9 million in taxes. Texas Truck paid a portion of these taxes and filed an administrative claim for a refund. After the IRS failed to act on the claim, Texas Truck filed suit seeking a refund.

The district court determined on summary judgment that the Chinese manufacturers imported the tires and were therefore liable for the tax. The Government appealed to the Fifth Circuit, which resulted in the current court opinion.

About Excise Taxes on Imported Tires

Section 4071 imposes tax liability on manufacturers, producers, or importers of taxable tires for their sale. The “or” in the code means that the tax could be imposed on any one of these parties.

This leaves one wondering who qualifies as a manufacturer, producer, or importer? The implementing regulations provide definitions of these terms. As relevant to this case, the regulations define an “importer” as any person who “brings” a taxable article into the United States from a source outside the United States, or who withdraws such an article from a customs-bonded warehouse for sale or use in the United States. These rules are found in Treas. Reg. § 48.0-2(a)(4)(i).

The regulations go on to provide an exception for nominal importers. The regulations say that the beneficial owner, not the nominal importer, is liable for the excise tax. The regulations use the example of a broker who ships an item for the ultimate owner, saying that the owner and not the broker should be liable for the excise tax. As we’ll see below, it is not easy to square the “brings” rule with this exception for nominal importers.

As a side note, astute readers may note that the “sale” is what triggers the tax, not the act of importing the tires. They might wonder if this excise tax could be avoided by having an integrated foreign manufacturer-U.S. sales company so there is no “sale.” The statute addresses this. It says that if a manufacturer, producer, or importer delivers tires to its own store or outlet, it is liable for the excise tax in the same manner as if it had been sold when delivered. Thus, for an integrated manufacturer-sales company, the excise tax is essentially triggered on delivery to the United States.

Who “Brings” in the Taxable Item into the United States?

This tax dispute focused on who “brings” the taxable item into the United States as defined in the regulations. This is important as the regulation clearly says that the party who “brings” the taxable item into the United States is liable for the excise tax.

Let’s start with the IRS’s position. The IRS argued that the term “brings” means causing or making something come from abroad. Under this broad definition, any United States business that ordered tires manufactured abroad would be subject to the tax, regardless of who physically transported the tires into the country. This interpretation would cast a wide net.

The district court did not accept this broad definition. It concluded that the Chinese manufacturers were the parties who brought the tires into the United States, as they physically made the delivery. This interpretation aligns with a common-sense understanding of the word “brings”–i.e., the party that physically transports an item from one place to another.

On appeal, the Fifth Circuit agreed with the district court’s narrower interpretation of “brings.” The Chinese manufacturer was the party that brought the tires to the United States. However, the appeals court concluded that the focus should have been on the other language in the regulations regarding “nominal importer” and “beneficial owner” and that these terms basically overrule the language about who “brings” the tires into the United States.

Who is a Nominal Importer vs. Beneficial Owner?

Okay, so if we ignore who “brings” the tires to the United States, who is a “nominal importer” and who is a “beneficial owner?” These are concepts that are often used with trusts, and even foreign FBAR reporting obligations. The regulations provide a starting point.

A “nominal importer” is an entity that appears to be the importer on paper or in form, but doesn’t have the substantive benefits or risks associated with importing. In this case, the Chinese manufacturers were considered nominal importers because they merely handled the logistics of shipping the tires to the United States on Texas Truck’s behalf.

The “beneficial owner,” on the other hand, is the entity that derives the real economic benefit from the importation. The Fifth Circuit, drawing on previous case law and IRS rulings, defined the beneficial owner as the party who is “the inducing and efficient cause of the importation.”

In applying these concepts, the appeals court considered several factors:

  1. Who initiated the order: Texas Truck placed specific orders with the Chinese manufacturers.
  2. Who benefited from the importation: Texas Truck received the tires for resale in the U.S. market.
  3. The nature of the transaction: The Chinese manufacturers didn’t import tires speculatively to sell in the U.S.; they shipped tires in response to Texas Truck’s orders.
  4. The intent of the parties: The arrangement was set up for Texas Truck to receive tires for its business, not for the Chinese manufacturers to establish a U.S. presence.

The Fifth Circuit concluded that Texas Truck was the beneficial owner of the tires. Even though Texas Truck didn’t physically bring the tires into the country, it was “the inducing and efficient cause” of their importation. The Chinese manufacturers, while technically bringing the tires into the U.S., were merely acting as agents facilitating the transaction.

The Takeaway

Businesses importing tires for sale in the United States, particularly those in Texas and other states within the Fifth Circuit’s jurisdiction, should carefully review their importing practices in light of this decision. They may need to reassess their potential excise tax liabilities and ensure they are properly reporting and paying any applicable taxes. Factors such as who initiates the order, who benefits from the importation, and how the sales process is structured can all impact the determination of who is the “importer” for tax purposes. This interpretation may result in taxpayers needing to restructure their business or having to consider filing excise tax returns for the first time or amended returns to seek refunds.

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