A green thumb: students from South Central are growing "Food From the Hood." - student-owned and -operated natural food products company at Crenshaw High School in Los Angeles, California

Black Enterprise, Dec, 1994 by Jeffrey Madison

"Great things are growing in South Central L.A." is more than a marketing slogan for Crenshaw High School's Food From The 'Hood. The student-owned and -operated natural food products company has mushroomed since it was conceived two years ago by biology teacher Tammy Bird.

In the ashes of the 1992 riots in Los Angeles, Bird and her students turned a weed-infested plot of land into a garden to cultivate a sense of connection to their community. They donated a portion of the harvest to homeless shelters.

Melinda McMullen, company co-founder and former PR executive, soon saw how students could turn that inner-city quarter acre into a money-making venture.

With the assistance of McMullen and Bird, the students went to work on designing a business plan. As an incentive to increase participation and output, they created an organizational structure for their nonprofit operation, which now includes three adult supervisors and 36 student-owners. "I was amazed to see the kids take such an interest in their company," says Bird. "They were willing to learn what they had to in order to create and manage a successful company."

The enterprising students expanded their business last year to include "Straight Out of the Garden" salad dressing. With the help of marketing consultant Norris Bernstein, they put in place financial projections, a marketing plan and distribution strategy. Moreover, Food From The 'Hood was able to get Bromar Southern California, a major food broker, to represent the product. "Straight Out of the Garden" salad dressing can now be found in 2,000 grocery stores nationwide, retailing at $2.59.

The group has benefited from various investors, such as the City of Los Angeles Community Development Department, Southern California Gas Co. and Sears Baldwin Hills Mall. Last December, the company received $50,000 from RLA (formerly known as Rebuild L.A.)

The student-owners are committed to using company revenues for college. They receive scholarship-award money based on their grades and the hours they spend running the business. In 1992, Food From The 'Hood awarded $600 in scholarships to students. Last year, combined earnings from salad dressing sales and vegetables reached $8,900. McMullen estimates the company will triple that figure this year.

Branching out into manufacturing significantly increased the company's exposure to the public and, with it, student responsibility, says Aleyne Larner. A broadcast marketing veteran who volunteers with Food From The 'Hood, Larner teaches the students about appropriate business etiquette. Explains Larner, "A big part of running a company is knowing about dealing with people."