The wildfires burning in the Greater Los Angeles area in California have killed at least 27 people with more than 12,000 structures damaged or destroyed, and more than 60 square miles burned, according to CBS News.
Much of the destruction was caused by the Palisades fire in Pacific Palisades and the Eaton fire in Altadena. The estimated economic toll will be between $250 billion and $275 billion, exceeding the cost of Hurricane Helene, which made landfall in September 2024 across the Southeastern United States.
Yet, despite the destruction, the natural products industry remains resilient. Various corporations expressed solidarity and sympathy with those impacted.
Several health food stores in the area including the Vintage Grocers in Malibu and the Rainbow Acres in Venice, CA have been impacted but remain open. Rainbow Acres is supporting the victims as a drop-off center for supplies.
All 10 locations of luxury health food chain Erewhon Market have survived including both the Pasadena and Pacific Palisades locations.
As reported by The Hollywood Reporter, the Pacific Palisades location survived because Palisades Village shopping complex owner and billionaire developer, Rick Caruso, hired a private firefighting team from Arizona to protect the area.
Julie Dennis Fox, founder of Natural Community Review Consultancy, currently lives in Northern California, but was born and raised in the Los Angeles area and still has numerous friends and colleagues in the area, she said.
“As someone born and raised in Los Angeles, it’s heartening to see the natural products retail community rally in response to these devastating fires. Erewhon’s donation drive with the American Red Cross demonstrates the power of collective generosity, Rainbow Acres stepping up as a donation center shows their unwavering commitment to neighbors in need, and Vintage Grocers’ resilience in Malibu—staying open and serving a community in crisis—is nothing short of inspiring. It’s a testament to the role these businesses play in both wellness and community care,” Dennis Fox said.
Los Angeles-based supplement manufacturer Continental Vitamin Company confirmed their staff is safe and the company will continue normal operations. Contract manufacturer Lief Labs said its headquarters in Valencia, is “thankfully out of the geographic range to have been directly impacted.”
ChromaDex, a bioscience company known for its flagship Tru Niagen supplement, said while its operations continue at its Los Angeles headquarters, its “hearts and minds are with those impacted.”
“Watching the City of Angels burn has been a heartbreak beyond words,” the company posted on Facebook. “To those who have lost homes, memories, and pieces of their lives, we see you, we grieve with you, and we are here for you. To the brave heroes battling the flames, putting everything on the line, there are not enough words to thank you. This city has always been more than its skyline. It is the people, the neighborhoods, and the dreams woven into every sunset. Together, we will rebuild what was lost, holding onto hope and each other. Los Angeles, we love you now more than ever.”
“Los Angeles gave me everything,”said Dr. Kourosh Maddahi, founder and CEO of Lumineux, a natural oral care company based there. “I went to UCLA and then USC Dental School. I got married and raised three incredible children here. I started my career as a dentist and my company, Lumineux, here in this place where people come to dream, and hard work can pay dividends. I have loved this city and the freedom it gave me since I was a young man and watching it burn has been devastating.”
Maddahi said his heart goes out to the impacted and displaced families and thanked the firefighters, first responders and neighbors who are continuing to fight the infernos. Lumineux announced it will be donating products and resources to Los Angeles.
“I would never be able to pay Los Angeles back for everything it has given me, but in lieu of that, I want to at least express that I am here in this with all of you who are suffering a feeling of loss. And I will always be here to help lift Los Angeles up,” Maddahi added.
Alkemist Labs, a testing laboratory based in Garden Grove, CA, said it received many messages from industry members. The company responded on LinkedIn, “Alkemist Labs is safe and sound, and we’re deeply grateful for the outpouring of concern and support we’ve received in regard to the Southern California fires. Our hearts go out to those who have lost so much. If you’re able, please consider donating to support the communities and families affected. Together, we can make a difference.”
For more information about relief and support efforts, visit https://lacity.gov/LAstrong.
