Exploring Life & Business with Ariell Ilunga of Carla’s Fresh Market

Today we’d like to introduce you to Ariell Ilunga. Them and their team share their story with us below:

Ariell Ilunga is a former NYC fashion publicist turned food entrepreneur. In the early aughts, she principally focused on turning luxury & contemporary brands into household names, bringing spotlight & awareness for a larger influx of clientele.

Following the 2009 recession, Ariell found herself without an expense account and was forced to learn how to cook for the first time in her adult life. Working her way through a cookbook for beginners, a creative curiosity and drive was awakened…one which she had not experienced since attending The Savannah College of Art & Design.

After returning to her hometown of Los Angeles, Ariell found connection by volunteering for a local non-profit, assisting in the organization and supervision of farmer’s markets. Here she received a hands-on education in agriculture, seasonality, farm-to-table cooking and how food is the glue that holds our communities together.

Working her way through the ranks of farmers’ markets operations, she joined the management team of the famed Hollywood Farmers’ Market, arguably the largest and most profitable in the country. Here she set about transforming the prepared foods section of the market by peppering in progressive food makers to meet the rapidly changing needs and tastes of Los Angeles’ discerning residents. These significant changes increased fee revenue for the market and supported the launch of several well-known local food businesses.

Working at the intersection of passionate food makers, growers and enthusiastic shoppers, the idea for Carla’s Fresh Market was born! Carla’s Fresh Market supports the community by stocking delicious, fresh, and primarily local food in a space that celebrates vibrant food and the vibrancy in ALL of us.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The largest obstacle I have faced as an entrepreneur is access to capital. In 2021, I began to pursue typical funding routes such as angel investors and venture capital. I soon realized that as a woman of color without deep community or family ties to capital, I was at a significant disadvantage regarding the multi-generational networks most often used for traditional start-up funding.

After understanding my position in traditional funding environments, I began the e-commerce site in August 2021. However, driving consumers to an e-commerce platform in a crowded and competitive digital landscape is quite challenging. Food is a sensory experience that a website simply does not provide. The success I have experienced has indicated that growth to a physical retail location is necessary and timely. Our new space will allow for more collaborations and experimentation in ways to engage community members with local food.

As you know, we’re big fans of Carla’s Fresh Market. For our readers who might not be as familiar, what can you tell them about the brand?
Curated gift boxes and goods featuring elevated pantry staples from small independent food makers producing goods at the highest quality. First brick-n-mortar retail space, coming to Los Angeles 2022!

Carla’s Fresh Market is a reimagining of your local neighborhood market. This well-appointed and highly-curated store will carry a mix of fresh produce, meat and dairy products primarily sourced from right here in California, delicious and healthy grab-n-go meals prepared by L.A.’s most exciting food makers, and a wine and beer section curated by a Michelin-star Sommelier.

Contact Info:

• Website: https://www.carlasfreshmarket.com/
• Instagram: @carlasfreshmarket