Fresh off his most recent Super Bowl win, New England Patriots quarterback Tom Brady didn’t go to Disney World. However, in early March, the star quarterback did partner with the vegan meal-kit startup Purple Carrot, which is converting Brady’s TB12 nutrition manual and dietrecipes into a subscription service thatwill include delivery of three plant-based Performance Meals to customers’ doors each week. Brady and Purple Carrot join grocery stores, dollar stores, other meal kitcompanies, online retailers and delivery companies seeking to grab a share of the more than $727 billion that U.S. consumers spend on food for consumption in the home. As with many other consumer-facing industries, the grocery and home foodmarket (such as subscription meal kits) is undergoing a restructuring, andthe companies that best align with the Consumer Value Hierarchy will be the most likely to succeed.