Latino market and nonprofits work to support Latino wildfire victims

With Latinos representing nearly half of Los Angeles County's population, Northgate González Market is partnering with trusted nonprofits to ensure aid reaches those most in need, including gardeners, construction workers, housekeepers, nannies and restaurant staff, who are often among the hardest affected yet who frequently lack access to crucial resources.

The fundraising campaign “Unidos Por Nuestra Comunidad” is collaborating with the Coalition for Humane Immigrant Rights (CHIRLA) and Alma Family Services to help Latino community members affected by the recent wildfires.

The Northgate González Market launched the community-focused fundraising campaign at all 44 of its Southern California locations to assist Latino wildfire victims. The company has committed to matching with the organizations, giving them all donations received dollar-for-dollar, up to $100,000.

“We are heartbroken by the impact these wildfires have had on so many lives and businesses, particularly among Latino families,” said co-president Miguel González. “Our mission has always been to stand with our neighbors, and now is the time to come together and help them recover and thrive once more.”

“Unidos Por Nuestra Comunidad” begins on Thursday, January 16, and runs through Friday, January 31; customers can round up their change to help victims of the wildfires.

Besides raising money for victims, Northgate González Market has been providing hot meals, groceries, hygiene kits and water to local Red Cross shelters, working alongside Los Angeles County Supervisors.

“Disasters know no borders and ask no questions when it comes to upending entire families and neighborhoods.  The most basic of necessities are often far from accessible to those affected, especially low-income families and workers who do not qualify for federal disaster relief.  We are so appreciative to Northgate for their generosity and support to Latino families who have lost their jobs or property in the wildfires and are searching for tangible aid such as food, water, cash assistance, and shelter,” said Anabella Bastida, CHIRLA’s director of Membership Services.