Purple Carrot announced this morning that it has raised $4 million in strategic funding from Fresh Del Monte Produce.

The company, which delivers completely plant-based (vegan) meal kits to subscribers, was founded in 2014. It has, in part, gotten attention through celebrity involvement, first by enlisting food writer Mark Bittman as its chief innovation officer (Bittman departed in 2016), then by partnering with football star and notorious strawberry hater Tom Brady to launch TB12 meal kits.

Purple Carrot had previously raised $6 million in funding, according to Crunchbase. The company says that this new investment will allow it to improve its supply chain, get access to more retail opportunities and explore expansion into other categories.

“Securing this strategic investment from Fresh Del Monte is a huge validation of our business model, and an important step forward for our company,” said Purple Carrot founder and CEO Andy Levitt in the announcement. “Helping people eat more plant-based foods represents our differentiated, purpose-driven commitment to making the planet and the people who live on it healthier.”

Fresh Del Monte (which is the company behind Del Monte pineapples and other produce) is just the latest established player in the food and grocery world to invest in meal delivery startups. Last year, for example, Unilever backed Sun Basket and Nestlé led a $77 million round for Freshly.