Mitchell Collier and Kam Miceli are taking the green movement on the road. In mid-2007 they launched Green Truck, a company that currently runs two mobile catering trucks offering high-end organic and sustainable fare throughout West Los Angeles.
Afar cry from the “roach coach” lunch trucks that have long populated city streets throughout Southern California, Green Truck offers a menu of freshly prepared salads, sandwiches and a few entrées, all featuring locally grown produce whenever possible. The trucks run on vegetable oil and biodiesel fuel, and their commissary uses solar power. All containers, utensils and packaging are compostable or recyclable.
Within three months, the company plans to put two more trucks on the road in Los Angeles. Eventually, they hope to take the concept to other cities.
How did Green Truck get started?
I was a [fashion] model for 15 years, and I started an eco-resort in Costa Rica. I’ve got the land and the infrastructure work done, but we haven’t started building. I wanted to be able to afford that. And I wanted to start a business that maintained the integrity of the planet.
Do you come from a foodservice background?
I grew up on an organic farm in Florida. My grandfather instilled in me the value of integrity in the land. Kam, who used to be a derivatives trader, and I were friends for about 15 years and we got together and thought this up.No one has done it before. It’s about helping the planet and helping farmers and making organic foods more accessible to the masses.
Are you doing more catering or retail sales on the street?
It’s about half and half. We want to base the business on street travel, though. Right now, we’re going where we’re loved most, and that’s Santa Monica, Venice and Culver City. As we grow, we’re going to explore. It’s a work in progress, to define those sweet spots and to find the optimal business.
FAST FACTS AGE: 35EDUCATION: high school degreeEXPERIENCE: actor/model; real estate
A Global Positioning System allows people to find us through our website, where you can also see our schedule. An updated blog will tell people if we have to miss a route due to catering.
Who designed the menu?
Beth Creasey is our executive chef. She previously cooked at A.O.C. [a popular Los Angeles restaurant]. We like to describe the menu as “all-food-atarian.” We serve everything God makes; we don’t discriminate. We throw in a few meat choices to not turn off those that still eat meat, but we hope we’ll inspire them to make better choices.
Is parking a problem?
We have all the permits we need, so it’s about finding a spot where you’re not bothering anyone. It can be a problem if you’ve gotten on the bad side of a parking guy, but you just have to move around a bit. If we’re parked legally on the street, no one can ask us to leave. Sometimes, if we’re really busy, we just take the ticket.
What are your growth plans?
We’re well on our way to fast growth. We’re not interested in being a mom and pop—though we want to keep the integrity of a mom and pop. I can see having 20 trucks in Los Angeles. Next, we may look at Austin, Texas, and I can see this working in Portland, San Francisco, San Diego.
I’m dreaming big. We want to inspire people to eat with integrity without polluting. I want to let people know they can afford to eat organic and that it’s better for them. It’s what we have to do to save the planet.
