Brands offer food, funds for those displaced by Los Angeles wildfiresBrands offer food, funds for those displaced by Los Angeles wildfires

The wildfires in Los Angeles have caused catastrophic damage, displacing thousands and significantly impacting the food and beverage industries, with many businesses and individuals mobilizing to support relief efforts.

Scott Miller, Staff writer

January 14, 2025

6 Min Read
Farmers among crops

At a Glance

  • The wildfires have burned 40,000 acres, caused $150 billion in damage and displaced thousands.
  • Vulnerable populations, such as farmworkers, are enduring hazardous conditions to sustain the food supply.
  • Businesses large and small, from Kellanova to LA-based Supergut, are donating resources to relief efforts.

The wildfires spreading across Los Angeles and Ventura counties in California have already consumed 40,000 acres of land, displaced thousands and killed 24 people as of this afternoon. Worse, the Santa Ana winds are blowing, meaning LA residents aren’t safe yet.

This tragedy has devastated numerous areas in the region, from the Pacific Palisades, where the fire reportedly started, to the historic Black community Altadena, which you can help directly via this detailed GoFundMe database.

Regardless of how this disaster began, many organizations in the food and beverage space are already mobilizing to help those affected, but those affected include plenty of industry members, from farmers to CPGs.

Impacts on the food, beverage sectors

According to Tom Steyer, co-executive chair of Galvanize Climate Solutions, current estimates state that the fires have done $150 billion in damage so far. Food and beverage brands won’t escape the ramifications of these damages, which begin where our food system does: the farm.

“I recently came across a short video of farmworkers in Southern California braving terrible conditions — thick, smoke-filled air and relentless high winds — as they harvested crops,” Miguel Villarreal, interim co-executive director at California’s National Farm to School Network, wrote on LinkedIn. “They don’t have the luxury of staying home. I know this reality all too well. As a former farmworker myself, my family and I experienced the grueling nature of this work, where safety often takes a back seat because your livelihood depends on the harvest.”

Related:Bites of Brilliance: Pigeon Cove Ferments on how to perfect fermented F&B products

Recent research confirms that wildfires can have a catastrophic impact on farming, with many producers lacking a fiscal safety net, especially among vulnerable populations. Other food and beverage brands in the area are suffering ill effects as well.

“Our mentor was evacuated, and his son’s school burned down,” Olivia Chen said. As co-founder of Twrl Milk Tea, headquartered in San Francisco, she set up a form where people can donate. “Our marketing manager, Joanna, and operations assistant, Yoonie, are based in Southern California … and everyone is staying alert, as it is an ever-changing situation. We are keeping them all in our thoughts and actively monitoring how we can further help.”

Food brands rally behind the victims

Regardless of their geographical location, people from across the industry are rallying in support of those whose lives have been destroyed by this disaster. Even big-name brands, such as snack giant Kellanova, are offering aid.

Related:Close calls: What industry can learn from Southern California’s firestorm

“We’ve mobilized to help those affected, donating nearly 1 million servings of our foods to our partners at Feeding America and Convoy of Hope, including Pop-Tarts, Nutri-Grain bars, Rice Krispies Treats, and Cheez-It and other crackers,” the company said in a statement.

Smaller food and beverage businesses are helping, too. One example is LA-based protein bar maker Supergut, which is donating 15,000 bars to Hollywood Food Coalition, LAFD Foundation and Baby2Baby. Another is the Huntington Beach restaurant Calico Fish House, which transformed into a wildfire relief hub.

“Joy Days has created a Google Sheets document compiling a list of food and beverage companies, including ourselves, as well our friends at Sanzo, B.T.R. Nation, Popadelics and many more, who are donating to the Eaton Canyon Firefighters and families impacted,” Joanna Siu, marketing manager at Twrl Milk Tea, said. “We encourage others in the industry to contribute, and we’re proud to be part of this collective effort to provide support to the affected communities.”

How can you help?

First, keep yourself safe. That means following evacuation orders and reading up on the safety tips outlined by the LA Times. If you’re already safe and want to help those who aren’t, consider donating to any of the following organizations:

Related:Business Bites: US egg prices continue to soar, unlike culled chickens

  • The American Red Cross provides direct aid to those in need. On the donation page, under “I Want to Support,” select “California Wildfires.”

  • CA Wildfire Disaster & Relief Fund. Hosted by Greater Good Charities, this relief fund is sending disaster response experts to fire-affected areas and distributing critical aid through community networks.

  • Midwest Food Bank is not only mobilizing to provide food, water and essential resources to wildfire victims, but also to prepare for long-term recovery.

  • Disaster Relief Fund for Hospitality Workers. Another Round Another Rally’s relief fund lets you provide real-time financial support to hospitality workers affected by the wildfires.

  • World Central Kitchen. Donate to this group’s relief team to support those impacted by the wildfires and first responders in Southern California.

  • If you’re in the Chicago area, Chefs in Action is hosting an LA Fire Relief Brunch at the Girl & The Goat Chicago. Also, Lifeway is presenting Chicago Chefs Cook for LA.

Updated 1/17/25: 

The stories keep coming in from those affected by the Los Angeles wildfires. 

“We are all on edge right now,” Jess Mulligan, founder of Winged Women’s Wellness, said. Her brand is donating stress management products to women in the affected area. “It’s hard to sleep, eat and work when you are watching your city burn.” 

Specialty Food Association (SFA) is working directly with members in the region and has invited any in need to reach out. One of those members is Just Jan’s, a producer of clean-label jams and spreads headquartered in the LA metro area, where founder Jan Hogrewe has lived all her life. 

“The mood here currently is one of resolve,” Hogrewe said. “A lot of people can't go back to their homes. A lot of people don't know if they'll have a home … It felt like we were under attack. I have a cousin who was one of the firefighters in the Palisades fire. They were just trying to stand up and get people out in 100 mile-per-hour winds while the fires were raging.” 

Hogrewe recommends that anyone in an affected area download an app called Watch Duty, which provides real-time maps and updates about wildfire incidents monitored by firefighters and first responders. You can even see which way the wind is blowing. 

She explained how one of her partners, who preferred to remain unnamed, has been donating baked goods to first responders in the LA area. Many other brands are pitching in as well, but there’s much more work to be done, according to Marc Washington, CEO of Supergut. In addition to the bars mentioned earlier, Supergut is donating 5% of all proceeds from an upcoming promotion to support relief efforts. 

“In the coming days and weeks, we need to count on the food and beverage industry to continue to show up and support those in need,” Washington said. “We have an incredible opportunity as an industry to lead with unity. Whether it’s rallying around those affected, sharing resources and donations, or simply being there for one another, we can provide meaningful support and make a real difference by coming together.” 

About the Author

Scott Miller

Staff writer, SupplySide Food & Beverage Journal

Scott Miller brings two decades of experience as a writer, editor, and communications specialist to SupplySide Food & Beverage Journal. He’s done a little of everything, from walking a beat as a freelance journalist to taking the Big Red Pen to massive technical volumes. He even ran a professional brewing industry website for several years, leveling up content delivery during an era when everyone had a blog.

Since starting at SupplySide Food & Beverage Journal, he’s written pieces on the price of greenwashing (and how to avoid it), debunked studies that served little to no purpose (other than upsetting the public) and explained the benefits of caffeine alternatives, along with various other stories on trends and events. He even served as a judge for the first-ever Food & Beverage edition of Ingredient Idol.

Scott is particularly interested in how science, technology and industry are converging to answer tomorrow’s big questions about food insecurity, climate change and more.

Subscribe for the latest consumer trends, trade news, nutrition science and regulatory updates in the food & beverage industry!
Join 30,000+ members. Yes, it's completely free.

You May Also Like