By Michele Robbins
Rick Segal’s story preceded him. I had heard about a man who came down from San Francisco with a van and one thousand dollars to launch a business that would revolutionize organic produce shopping in Los Angeles. I had a burning desire to know more. Months of importuning finally paid off when Rick, mastermind behind “Los Angeles Organic Vegetable Express” (AKA L.O.V.E.), gave me some serious face-time. It’s not that Rick is unapproachable, anti-social, or even shy (especially not shy!) — he’s just busy performing the one-man show that spells L.O.V.E.
On the surface, L.O.V.E. is a weekly delivery service that brings fresh, purely organic vegetables and fruits to the door of anyone signing up for the service. Subscribers don’t just sign up, but select their choices from a comprehensive preference sheet personally designed by Rick, taking into account what, how much, and how often a customer will eat a particular food.
Special attention goes into every aspect of L.O.V.E. Rick’s customers know when they call L.O.V.E., they will reach him directly — he is the customer service department, the accounting division, and the delivery person.
The inception and development of L.O.V.E. is somewhat unconventional. Rick’s story is not the standard “success story” that typically includes upward moves, more money, and more possessions. L.O.V.E’s success is not based upon acquisition, but on actualization. He clearly doesn’t do this for the money.
The way I see it, Rick’s a yogi in the purest sense. He’s a truth seeker and a traveler. To say that he is well-traveled is an understatement. His years spent in India and Tibet have shaped his character and his priorities. The business is an extension of Rick’s innate talents and dedication to certain truths. L.O.V.E. is infused with Rick’s philosophy and politics, which are based on harmlessness, peace, and equality.
With a keen sense of justice and a genuine feeling of social responsibility, he works hard to stay true to the yogi’s path. L.O.V.E. manifests Rick’s concern for the environment and support of local farmers, as well as the belief that each of us should enjoy basic human rights such as the right to eat clean, healthy food.
We’ve all heard reasons why it is healthier to eat organic rather than conventionally-grown produce. Most people would agree that they prefer not to ingest synthetic pesticides and various other toxic chemicals. Nevertheless, for many consumers, it’s still not that simple to make the switch. Shopping for organics usually means seeking out particular markets.
This is where Rick’s L.O.V.E. makes shopping easy, convenient, and affordable. Moreover, to purchase organic produce from L.O.V.E. is choosing to participate in the grander scheme. To purchase from L.O.V.E. is to eat clean, to support local businesses, to assist in the sustainability of the California environment and local organic farms, to help care for our city’s marginalized communities (10% of annual revenue is donated to organizations for the homeless) and, ultimately, to perpetuate a higher level of consciousness.
This city’s most personalized and freshest deliveries of organic fruits and vegetables can be delivered to your home or workplace by calling (310) 821-LOVE (5683). Or visit the website at http://www.lovedelivery.com. Spread the L.O.V.E.!
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