A year after Daniel Humm made the shock decision to turn his New York restaurant Eleven Madison Park vegan, the Swiss chef has announced a vegan meal kit subscription service, Eleven Madison Home.
The vegan meal kit subscription
For $150 a week, Eleven Madison Home will deliver a day’s worth of 100% plant-based ready-to-eat food to addresses with a Manhattan zip code. The idea is to encourage people to eschew meat and animal-based products from their diet for at least one day a week. The rotating menu includes an assortment of breakfast, lunch, dinner, soup, dessert and fresh produce.
The current menu features whole-grain oatmeal with roasted pecan butter and rhubarb compote, tortilla soup with hominy, black bean & crispy tortillas, and mushroom kebab with Israeli couscous. However, Eleven Madison Home won’t feed a hungry family on the cheap, with a price point of $150 for one or $285 for a larger kit that feeds two.
A kit to discover and enjoy vegan food
With 10% of proceeds going to Humm’s non-profit, Rethink Food, there is an altruistic element, and the chef claims the kits are aimed at inspiring people to eat vegan in a way that is joyful and fun. “Even though we say that each box is meant to cover a day of meals, you will probably have plenty left over. This is about abundance,” Humm said. “We want it to feel almost like Christmas morning when the box arrives. It’s about giving people that sense of discovery.”
“Almost every night, when it comes time for me to greet guests in our dining room, I hear a compliment along the lines of, ‘If I could eat this way, I would be plant-based all the time.’ To adjust our habits isn’t easy. That is especially true when it comes to food. But it can happen little by little, as long as it does not feel like a sacrifice. It has to be as fun and delicious as possible. In this case, a true luxury.”
The kits are prepared at the company’s Long Island City kitchen, where Danny DiStefano is executive chef and partner. The meal kits may include vegan products made by third-party producers.