What Fire Can’t Take
It started out like any other Tuesday morning. The sun rose over the Pacific Palisades and employees at Gelson’s were bustling about their usual tasks of stocking shelves, chatting with regulars and preparing for another day.
But that day quickly became anything but ordinary.
The call no one wanted.
The wildfire was spreading through the hills and the Palisades grocery store needed to evacuate immediately. Flames moved faster than anyone could contain. Smoke filled the sky. All they could do was watch.
“It was such a somber day, not being able to do anything about it,” says Fernando Moreno, director of meat and seafood at Gelson’s. “It hurt seeing that.”
For many employees, that store was more than a job. It had been a part of lives for decades. Some had spent 30 years or more behind those counters, greeting every regular customer by name, watching generations of families grow up shopping there.
“I have so many close relationships with the employees over the years, we all called it home,” says Moreno. “Losing that, felt like losing a part of ourselves.”
Showing Up Anyway
The fire’s impact rippled far beyond Gelson’s store walls. Homes were destroyed, streets were closed and the tight-knit community faced fear and uncertainty. Yet local residents, loyal customers and even celebrities who frequented the store reached out with sorrow and support.
Still, the Gelson’s team refused to let destruction define them.
Within a week they were on the front lines, coordinating with Certified Angus Beef to provide meals to first responders. Their first grilling relief event took place nearby in La Cañada Flintridge, as close as safety allowed. They served Certified Angus Beef ® tri-tip sandwiches—warm, comforting, familiar—to the people who worked tirelessly.
Once the Palisades were safe to enter, Gelson’s organized three more grilling events in the hardest-hit areas, serving Certified Angus Beef ® Wahlburgers.
“The minute we arrived with those burgers, we became a hit,” says Moreno. “Seeing their smiles and hearing their thank yous—I knew this was what it was all about.”
Serving the Certified Angus Beef ® brand wasn’t only about quality, but a way to bring people together.
“If I’m going to give someone something to eat, I’m going to choose Certified Angus Beef,” Moreno says. “There’s amazing support behind what the brand does for us.”
Strength That Stays
The local California grocery chain has 27 locations around the Los Angeles area, but after losing the Palisades store, that number dropped to 26. What made that store special was its role as a cornerstone in the community.
“That community embraced the store,” Moreno says. “Without them, we are nobody. We need our community to help us be who we are.”
Discussions are already underway to rebuild the Palisades location, aiming to restore it as a place that feels like home again.
“We will bring life back in this community,” Moreno says. “And we’re coming back stronger.”
Because in the end, fire can take walls, windows and shelves. But it can’t take heart. It can’t take family. And it can’t take away a community that always finds its way back together stronger than before.
Recognized for Leadership
Gelsons was named the 2025 Certified Angus Beef Retail Line Extension Marketer of the Year. They were recognized for their commitment to excellence through monthly Certified Angus Beef ® Prime sales events, in-store storytelling, community outreach and their creative approach to sharing the brand. The award was presented at the 2025 Certified Angus Beef Annual Conference in Austin, Texas, at the end of September.
All photos were provided by Gelson’s.
