Carla's Fresh Market: How Supportive Funding Transformed a Vision into a Vibrant Reality

On November 8, 2023, Ariell Ilunga, a native Angeleno with deep Memphis roots, opened the doors to Carla’s Fresh Market. This 3,000 square-foot market in northeast LA’s Highland Park, is not merely a store; it’s a celebration of farm-fresh produce, sustainable meats, and a diverse array of products from emerging BIPOC food creators. 

Ariell’s vision for a brick-and-mortar location began with a passion for high-quality, accessible food, nurtured by her work with the iconic Hollywood Farmers’ Market and her own entrepreneurial journey. But her path to success was paved with challenges typical of small business owners grappling with the economic impacts of the pandemic. She lost an angel investor, and traditional funding sources came with burdensome interest rates.

At just the right time, LISC LA’s ABC program stepped in, providing Ariell with 0% interest capital and invaluable technical assistance that turned her vision into a reality. This funding allowed her to make significant leasehold improvements, transforming an ordinary space into an inviting and vibrant market. Additionally, the capital was instrumental in purchasing inventory, ensuring that from day one, Carla's Fresh Market could offer a diverse range of high-quality products. This investment also laid a strong foundation for the market’s future growth and its ability to serve the Highland Park community.

Ariell Illunga, Justine Gonzalez from Wells Fargo, and LISC LA staff at the Carla’s Fresh Market grand opening

The market is more than a place to buy groceries. It’s where the community can engage with and support local farmers, artisans, and food makers. It reflects Ariell’s commitment to quality, convenience, and inclusivity — from the sommelier-curated selection of wines and beers to the community-centric initiatives like the Sunday Happy Hour for EBT customers.

On November 4, Ariell held a grand opening reception for friends and family. In her remarks, she shared, “There are two organizations that came to my rescue when I was trying to raise money and no one would give it to me: LISC and Wells Fargo. These two institutions dreamed up what they call, ‘patient capital,’ for entrepreneurs that are locked out of traditional streams. They put their money directly in entrepreneurs’ hands and we’re standing in that dream right now. Thank you so much!”

LISC LA is proud to have played a role in her journey. Carla’s Fresh Market is more than a success story; it’s a source of inspiration and a model of what community-focused, resilient entrepreneurship can achieve.

We believe there are many more stories like Ariell’s waiting to be told. If you are an entrepreneur with a vision to expand your small business, we invite you to explore the opportunities and support available through the ABC program. To learn more, visit www.lisc.org/los-angeles/abc-fund.