A Hamburger Today
Street Food Profiles: Green Truck in Los Angeles, California
Note: It's time for another edition of Street Food Profiles. This week we scoot to the West Coast.
What do you sell? Organic, vegan-friendly food, including burgers, chicken burritos, Niman beef hot dogs, line-caught albacore tuna sandwiches, falafel wraps with tzatziki, fries, and fresh melon frescas.
How long have you been street fooding? The company formed in 2006 and we've been rolling around Los Angeles since early 2007.
How has Twitter affected business? So far Twitter is a good way to share information and communicate with our community, but it hasn't really revolutionized our business. It lets us connect with our community of customers and friends and the feedback we get helps.
Why a mobile business over brick-and-mortar? When we started, the idea of serving restaurant-quality organic food from a truck was revolutionary. We figured that people would really respond to the concept of organic food on wheels. Now, we have office buildings and event planners calling and asking us to bring our food to them.
Who are your typical customers? Festival-goers, production crews, and anyone who lives or works near our street route stops. We love offering a fun alternative to local restaurants or packing a lunch and have regulars at all of our stops. Our goal is to create a community wherever we go, and help educate people about sustainability and local and organic foods.
Describe a typical day from start to finish. Load up at 9 a.m., prep for lunch. From 11:30 a.m. to 2:30 p.m. we're at our street route stops. Then back to the kitchen to re-stock and prep for special event catering in the evening.
What were you doing before this? The founders of Green Truck are Kam Miceli and Mitchell Collier. Kam was a Wall Street trader and Mitchell was a male model before they formed the company. The rest of the team includes fashion designers, artists, musicians, actors, and classically trained chefs.
What makes your food so special? All our food is made from fresh, organic ingredients, always prepared with love. There are plenty of places to get great-tasting, organic, vegan-friendly food, but we're the only truck in Los Angeles where you'll find it. We actually care about every ingredient and plan our menu around what customers want to eat the most. Seasonal produce, grass-fed beef, home-made sauces and dressings—everything we serve has a story behind it.
How would you define "street food"? The concept of "street food" used to have a negative connotation but now it stands for a creative, fun alternative to packing your lunch or going to the local chain for a quick meal. The spirit of street food is all about affordable, convenient food that you grab while you're out doing whatever it is that you do. For people who are hanging out late night on Abbot Kinney, or work in a culinary wasteland like Vernon, street food can be their only option.
The best street food city and why. You can't beat Los Angeles—just look at all the new trucks with fun and varied menus. I've been hearing good things about Portland, and we've been having a lot of fun on our truck in New York City. (Don't be surprised if you see us at the Hamptons.)
Your comfort food after a long day? When the trucks get back to the office, I hop on and make a Mother Trucker vegan burger with feta and grilled onions, and some garlic and herbed fries. If they have any watermelon fresca left, I'm going to be drinking a giant cup of that!
Advice for an aspiring vendor? It's not a job, it's a lifestyle. Put passion into your food, listen to your customers, and prepare each and every meal with love, and you won't go wrong.