I have been developing, testing, writing, and publishing recipes for more than 35 years, and it’s safe to say that  othing I’ve ever done touches the challenges presented by my current situation at Purple Carrot, my meal kit startup. Not only am I doing all of those things here, I’m at least indirectly responsible for sourcing our ingredients and then packing and shipping them. Furthermore, they’re being cooked by (presumably) very nearly all of our customers, who now number in the thousands. And these customers know how to email.