Rolling Out new Opportunities for Food Vendors in South LA

The Willowbrook community kicked off the holidays with something truly special—the launch of Roots & Routes, part of LA Metro’s Markets at Metro program at the Rosa Parks Station in South LA.

This quarterly event transforms the station into a vibrant hub of community building and opportunity, giving local food vendors the chance to showcase their flavors and grow their businesses.

The December 6 event included the unveiling of a new health department-approved mobile cart—available for use by local food vendors and funded through United Way’s partnership with Willowbrook Inclusion Network (WIN), BMO, and Cedars-Sinai.

At United Way of Greater Los Angeles, we proudly support efforts to strengthen local economies and create pathways for small business owners to thrive. Our ongoing collaborations with Willowbrook Inclusion Network and community members help propel collective economy efforts within the neighborhood as part of our Community Prosperity Initiative.

“Our flavor cart is for anyone interested in the food economy here,” said Reginald Johnson, Executive Director of Willowbrook Inclusion Network (WIN), a nonprofit dedicated to community planning and workforce development social enterprise. “If you don’t have the tools or equipment to start your business, this is an opportunity to work with WIN at the Metro station and get what you need to succeed.”

The cart is an investment that allows Willowbrook vendors to test and try out their offerings in a rotating model where multiple vendors can utilize the cart.

Community members and Metro riders enjoyed free samples from vendors like Teresa Zuniga, who will use the cart at future Roots & Routes events to expand her business reach.

For Teresa, owner of Mariscos Las Palmas de Colima, this opportunity is deeply personal. She began selling food from her home 35 years ago, before opening her restaurant in Willowbrook. Now, she’s excited to bring her Mexican-style seafood to a wider audience.

“I’m excited because more people will know about my restaurant and my food,” Teresa shared. “It will help me grow my business and hopefully employ more people from the community. This is a great opportunity for everyone who wants to share their flavors and culture.” Mariscos Las Palmas de Colima, is a key partner with Willowbrook Inclusion Network, as they set the foundation for multiple access points for local food vendors to be able to get support to launch or amplify their businesses.

Michelle Bank Sardone, Senior Director of Transit-Oriented Communities at LA Metro, emphasized the vision behind Roots & Routes. “When folks come to our stations, they should enjoy the space. They should know it is their space. Today is just one example of making that happen.”

The mobile cart was custom-designed by Revolution Carts, a company founded to help street vendors access health-permitted, fully compliant vending carts. Co-founder Richard Gomez shared how his experience selling fruit as a teenager inspired him to create opportunities for others in this community.

“I grew up in this community and understand that most vendors think joining the formal economy is too hard, but once they do, the opportunities are immense. Some go from making $50 a day to $800 a day—that’s life-changing,” Gomez said. He believes these kinds of resources help vendors turn opportunity into thriving, sustainable businesses.

Johnson noted that funding from several organizations was needed to buy the cart, including United Way. “A big thank you to United Way of Greater Los Angeles for helping us provide this flavor cart that helps us increase our infrastructure to build our local food economy,” he said.

Norma Rodriguez, Community Prosperity Director at United Way, said the organization is committed to supporting local efforts grounded in community. “This work came from WIN’s vision and Willowbrook residents. Together with partners like BMO and Cedars-Sinai, we’re laying the foundation for an ecosystem of vendors and food economies that keep wealth and opportunity in the neighborhood,” she said.

Through our Community Prosperity Initiative, United Way is committed to developing models that promote shared ownership of assets in underinvested communities—projects like WIN’s Flavor Cart, cooperative businesses, and community land trusts that ensure resources stay local and benefit everyone.

Stories from other food vendors like Beverly show what’s possible. After four years of selling tamales with her Revolution Cart, she’s now a thriving business owner.

“I used to have a nine-to-five job, but now my income has doubled. Owning my business has changed my life completely. It’s been a blessing for me and my family.”

Roots & Routes returns in February, and with it, more opportunities for vendors to share their culture, grow their businesses, and strengthen the fabric of South LA. Together, we’re building a future where everyone in the community has opportunities to achieve financial stability and thrive.

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