For over a year, Local Hearts Foundation Executive Director Tito Rodriguez, also known as “Hood Santa,” has embraced the role of defender of street vendors.
He helped kick start the local “Defend Eloteros” (corn vendors) movement after a series of attacks and robberies against street vendors in Long Beach in 2020.
“It truly takes a community to assemble and work together to bring the change we want,” Rodriguez said.
On Saturday, July 10, the foundation dropped its second t-shirt, designed by renowned tattoo artist Big Sleeps with all proceeds going toward the fight to defend street vendors.
Royal blue and white letters in Big Sleep’s signature style adorn the black t-shirt with the organization’s mission statement declared: “Protect Our Eloteros”; “Respetar” (respect); “Paleteros” (ice cream vendors); “Defend x Love”; “Tamaleros” (tamal vendors); “The Hustle”; “Fruteros” (fruit vendors); “Is Real 2021”; “Floreros” (flower vendors) ; “Viva la Raza.”
A list of partners enlisted their help to make the t-shirts possible including restaurant Dirt Dog, Grizzly Griptape and Diamond Supply among others.
There is a goal to raise $25,000 in t-shirt sales.
Almost a year after its first t-shirt drop, Local Hearts has continued its large presence in advocating for local street vendors—the latest is a vendor named Maura from Paramount.
Under the scorching sun of the latest heatwave, Rodriguez met Maura, who was selling fruit.
After he asked how sales were she responded, “Mijo, bien despasito” (very slow).
Maura told Rodriguez that she works for another person and her wage was based on sales.
“If she’s having a crappy day, she’s not going to make any money,” Rodriguez said. “She’s out there all day.”
In an Instagram post by Rodriguez, he announced that proceeds from the t-shirt drop will go toward the purchase of Maura’s own fruit cart.
A history of giving: Tito Rodriguez and Local Hearts defend street vendors
In May, Rodriguez came to the aid of Eliu Ramirez—a street vendor who was harassed by a woman and four children—by hosting a buy-out.
As reported by local outlets, Ramirez was cited by police after calling to report the incident for not having the proper license to operate.
As Ramirez’s story gained traction, the Long Beach Police Department issued a statement saying the citation was voided as it went against the department’s practice.
“I’ve felt great emotionally since,” Ramirez said in Spanish. “I’m very grateful to the community and Local Hearts, they have helped me a lot.”
See Related: LB community shows their support for street vendors at weekend buy-out
Rodriguez and the foundation have helped a long list of street vendors who have found themselves in similar situations throughout 2020 and 2021.
According to the Los Angeles Police Department, reported crimes against street vendors rose nearly 337% from 2010 to 2019.
“They all hurt,” Rodriguez said of street vendor attacks. “But when it happens at home, that bums you out just a little bit more.”
Tito Rodriguez sits down with local officials to advocate for street vendors
What started as Rodriguez driving down the streets of L.A. County to distribute hand sanitizer and pepper spray to vendors has evolved into conversations with members of Long Beach City Council advocating for a program to protect street vendors.
Rodriguez asked that the City issue vendors permits to assure they won’t be ticketed in the future and to figure out a way to have vendors go paperless to make them less vulnerable to theft.
An item proposing the creation of the program passed in June.
Rodriguez went a step further and sent a letter to L.A. County District Attorney George Gascon advocating for the protection of street vendors. The letter resulted in a Zoom meeting with the L.A. District Attorney’s Office.
What comes of the meetings and program is yet to be seen.
Rodriguez and his team, however, hope their work will change the life of at least one more street vendor—one t-shirt sale at a time.
“There’s got to be a way to protect these hardworking people that are out there in 100-degree weather selling fruit and ice cream,” Rodriguez said.
To purchase the street vendor t-shirt, click here. For more information on the Local Hearts Foundation visit their website here or follow them on Instagram @localheartsfoundation.
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