Erewhon has survived the wildfires — and is offering a new smoothie as part of the relief effort.
The earnings generated from the “LA Strong” smoothie, enriched with biodynamic cacao and reishi mushrooms, will be given to charities assisting the neighborhoods affected by the fires in Pacific Palisades and Altadena.
As a gamer, I’ve been fortunate enough to see all ten branches of that upscale health food chain in L.A., symbolizing the dreamy lifestyle here for over a decade, come through the recent chaos unscathed. Even locations like Pasadena, just five miles from the wreckage of Altadena, and the relatively new one in Pacific Palisades, which only opened in 2019 at Palisades Village, have managed to survive miraculously.
The shopping center managed to withstand the fierce blaze due to the fact that its wealthy proprietor, Rick Caruso (a well-known real estate tycoon), had engaged firefighting services based in Arizona to safeguard it.
Alec Antochi, Erewhon’s vice president of brand marketing, expresses his heartfelt appreciation for Caruso’s role in ensuring the Palisades location remained operational. Currently, our establishment is temporarily shut down, awaiting power restoration and a secure time to reopen and return to the village.
According to Antoci, all other locations are functioning smoothly, and most of their staff members are secure, yet some have been affected by the fires.
Firefighters and law enforcement personnel are given a daily $20 allowance which they can use to purchase necessary items. On the other hand, anyone affected by the fires receives a complimentary three-month membership providing grocery discounts and a free monthly smoothie.
The company is additionally looking for recommendations on charities that are currently accepting non-perishable food items for donation, as they have a large amount of products to give but find that many organizations they’ve reached out to aren’t in urgent need at the moment. Antoci encourages the public to share their suggestions by emailing them to marketing@erewhon.com.
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2025-01-18 04:24