3 Ways Besties Is Transforming L.A.’s Food Scene

At the heart of Besties in the Original Farmers Market in Los Angeles, a new chapter in plant-based food unfolds—mixing fun, flavor, and compassion at one of the city’s most iconic destinations.

Hollywood, California, October 6th, 2025 – The crowd gathers near the vintage clock tower at the Original Farmers Market, where history and plant-based flavor collide. With the grand opening of Besties Farmers Market Los Angeles, a 100% vegan grocery store and café inside this century-old landmark, Los Angeles is savoring a taste of the future. For longtime visitors and new vegans alike, it’s more than a market—it’s a statement that vegan food has earned its place at the table, right beside tradition and nostalgia.

1️⃣ A Historic First Bite

When Besties took its first steps into the Farmers Market, the moment was downright cinematic. “We’re super excited to be here,” co-founder Asia Rain said. “This is historic.” The Original Farmers Market has been a key LA gathering spot since 1934, hosting over a hundred merchants and more than forty restaurants. Until now, not a single one was vegan. That changed when Besties moved in, bringing vegan hot dogs, creamy dairy-free soft serve, and a full grocery stocked with 100% animal-free delights.

Visitors strolling past the old wooden stalls now encounter a panoply of plant-based alternatives to meat dishes, everything from vegan spam to vegan steak. It’s a sight—and aroma—that bridges old and new. Tourists from around the world flock here daily, and – now – they can experience the thriving vegan food scene in America’s second largest city at its most authentic.

2️⃣ From Curated Products to Culinary Art

Step inside Besties, and it’s not just shelves and snacks—it’s a philosophy. “The products aren’t just vegan,” explained famed musician and animal activist Moby. “The entire supply chain behind the products has to be vegan.” That kind of commitment transforms a grocery store into a cultural exhibit, where every product tells a story of ethics, innovation, and artistry.

Rain and her business partner, co-founder Matt Fontana have curated the store with the precision of a gallery show. Think plant-based cheese, vegan ribs, egg-free omelets, and cruelty-free sweets from creators like Anwar Spence, founder of A’smore. His mission runs deep: “We’ve had a lot of diabetes in our family,” Spence said. “So I made the choice to go plant-based ten years ago.” His colorful vegan macarons prove that indulgence and health can coexist beautifully.

Even regulars who’ve shopped vegan for years are stunned by the variety. Every product reflects a level of research that feels almost like “performance art,” as one visitor put it. From vegan bacon to dairy-free ice cream, Besties is setting a new gold standard for mindful consumption—without a single compromise on taste.

3️⃣ A Flavorful Future for All

The energy around Besties feels electric—and contagious. “We see 5,500 people a day here at the Farmers Market,” a team member shared. “This is a powerful platform for us to champion equality, to show people how amazing veganism is.” Between the smell of vegan hot dogs, the sweetness of plant-based ice cream, and the vibrant colors of the many offerings, it’s clear that compassion has never tasted better.

Shoppers who once struggled to find vegan options now find abundance. “I live in West Hollywood,” said attorney Justine Block. “I haven’t been to the Farmers Market in over a year because they didn’t have vegan options—until now.” That sense of homecoming is echoed in every smile and selfie snapped beside the Besties sign.

Even the skeptics are peeking in to taste what all the buzz is about. For the first time, a vegan business stands proudly among nearly a hundred legacy merchants, proving that plant-based food isn’t a passing trend—it’s a movement grounded in love, sustainability, and inclusion. As one customer said with conviction, “We’re winning for love—for the animals, for the planet, for the ones that don’t have a voice.”

And perhaps that’s what makes this spot feel so special. Besties didn’t just open a store—they planted a seed. The community is growing, the flavors are evolving, and the future of Los Angeles dining feels brighter, kinder, and more delicious than ever. Besties Farmers Market Los Angeles isn’t just serving meals—it’s serving meaning. Oh, and there’s also a Besties in East Hollywood, the original location where this food revolution started.