Turning Chaos into Connection: Brands Stepping Up During the LA Fires
Written by: Oluwatobiloba Adebanjo
How Small Businesses Are Leading with Grit and Heart in Times of Crisis
In the face of devastation, small businesses have emerged as unsung heroes, proving that compassion and ingenuity can make a profound difference. During the LA fires, businesses like Moss Venice and Le Great Outdoor exemplified the power of collective action. From creating safe spaces to serving meals, these businesses transformed into lifelines for victims and first responders, showing how communities can rise together when disaster strikes.
When disaster strikes, heroes don’t always wear capes—sometimes, they wear aprons or roll up their sweater sleeves to create safe spaces. As the LA fires blazed, small businesses like Le Great Outdoor and Moss Venice rose to the challenge with ingenuity, grit, and heart. These community-driven powerhouses proved that even in chaos, sparks of hope can light the way.
Moss Venice, a co-working and co-wellness space known for its curated charm, and Le Great Outdoor, a beloved local restaurant, demonstrated the power of collective action during the wildfire crisis. With limited resources but boundless compassion, these businesses proved that even small gestures can create ripples of change. Their efforts underscored the importance of unity and the profound difference that community-driven initiatives can make during disasters.
Moss Venice: Wellness in Times of Crisis
When the LA fires raged through the community, Moss Venice underwent a profound transformation. Within days, it shifted from a hub for productivity to a lifeline for displaced families and exhausted first responders. The shift was not planned—it was instinctive.
“Moss transformed from a co-working space into a donation and distribution center the Thursday morning after the fires started on Tuesday. There was a lot of commotion, confusion, and fear in the air. I evacuated a friend to San Clemente, called my dad, and then went to the Mission Viejo Home Depot to get supplies to turn Moss into a shelter in case people needed to sleep there.”
What began as a spontaneous decision quickly evolved into an operation that galvanized the community. With the help of social media, Moss Venice became a donation center. Supplies poured in—clothing, toiletries, blankets, and food—and over seven hundred volunteers stepped forward to help sort and distribute essentials. Savannah Aubinoe, founder and CEO of Moss Venice, took the lead, driving supplies along the Pacific Coast Highway to first responders and other distribution centers.
“Malibu was unrecognizable, desolate, and silent. It was like we were experiencing a bad dream. But I saw the direct impact Moss was having. I heard what people needed and could see how tired they were. It was humbling and motivating.”
In just two weeks, Moss Venice served over four hundred families and became a symbol of resilience and unity. The experience taught Aubinoe the power of taking decisive action in moments of uncertainty.
“I realized that when one business takes action, it becomes a domino effect for others. It strips away all the noise and reminds us what it means to co-exist. All you have to do is show up. That’s enough. This experience has proven that a single safe place can bring stability, organization, and compassion to people in need. It’s about creating a space where everyone feels they can contribute, no matter how small.”
As Moss Venice considers its future—whether to expand as a non-profit or continue as a business—one thing is certain: the community it has built will always be ready to respond when the city needs to rebuild.
Le Great Outdoor: Serving Comfort, One Meal at a Time
Food has an extraordinary ability to bring comfort and connection, especially during times of crisis. Beyond mere sustenance, a warm meal can provide a sense of normalcy and solace to those facing upheaval. It goes beyond nourishment and becomes a method of care, conveying compassion and solidarity when words fall short. In a community shaken by disaster, food creates opportunities for shared moments of relief and human connection—whether through the kindness of a prepared plate for a first responder or a simple family meal amidst uncertainty. This profound emotional impact transforms food from a necessity into a lifeline, uniting people and reminding them they are not alone.
Nestled in the heart of Los Angeles, Le Great Outdoor is a small business synonymous with fresh, outdoor-inspired dining. Typically celebrated for its innovative menu and cozy ambiance, the restaurant has taken on a new role: a lifeline for those displaced by the fires.
When the first waves of evacuations began, the team at Le Great Outdoor knew they had to act. Armed with their culinary expertise and an unwavering sense of duty, they transformed their kitchen into a hub of hope. From hearty soups to nourishing salads, they’ve been preparing and distributing meals to families and first responders in need, using bicycles, motorcycles, and every other means possible to transport food to affected people and areas.
Their impact has been profound. Although they are temporarily closed for dine-ins, they have served over one thousand meals to date, each a reminder of the community’s strength and the difference that good-hearted efforts can make. In a time when many feel powerless, Le Great Outdoor’s actions remind us that nourishment extends beyond the plate.
The Ripple Effect: Why Small Brands Matter in Crises
The efforts of Moss Venice and Le Great Outdoor are more than acts of kindness—they’re a blueprint for resilience. Small businesses are uniquely positioned to make a difference during crises because their intimate connection with the community helps them identify needs quickly and respond with agility and authenticity.
Moreover, their actions inspire others. When Moss Venice transformed into a donation center, local businesses rallied alongside, offering free meals, discounted clothing, cash donations to Moss Venice’s fire relief efforts, and other essential services for volunteers and those affected. Le Great Outdoor encouraged people to pitch in and order meals for first responders through the restaurant’s website.
Small businesses also bring a personal touch that larger organizations often struggle to replicate. Whether it’s a handwritten note tucked into a meal or a heartfelt reassurance from a business owner, these gestures remind recipients that they’re not alone.
How You Can Help
The impact of small businesses during crises is undeniable, but they can’t do it alone. Here’s how you can support these efforts and contribute to the greater good:
Donate Directly: Many small businesses have set up funds or donation drives to sustain their efforts. Le Great Outdoor and Moss Venice welcome financial contributions to cover meal preparation and distribution costs or additional supply purchases.
Spread the Word: Amplify the work of these businesses on social media. Sharing their stories can inspire others to get involved and increase visibility for their initiatives.
Volunteer: Offer your time to help with meal prep, donation sorting, or distribution efforts.
Shop with Purpose: Continue supporting these businesses even after the fires subside. Their ability to give back depends on a thriving customer base.
If you’re outside LA, consider supporting similar initiatives in your area. Every community has businesses making a difference—seek them out and lend your support.
The resilience and compassion displayed by Le Great Outdoor, Moss Venice, and countless others during the LA fires remind us of the power of community. These small businesses, driven by a profound sense of purpose, have become lifelines for those in need. As readers, we have the opportunity to amplify their efforts, contribute to their missions, and inspire similar acts of kindness in our own neighborhoods. In doing so, we honor the spirit of collective action and ensure that hope continues to thrive—even amid the ashes.
Explore more stories of resilience and impact on TrooRa’s platform and join the movement of meaningful change. 
TrooRa Magazine
Written by
Oluwatobiloba Adebanjo
