News Summary
In response to the devastating Eaton and Palisades wildfires that destroyed thousands of homes, Los Angeles cookbook bookstore Now Serving has initiated a program to help victims rebuild their culinary libraries. The ‘Friends of the Shop’ program allows those affected to request up to ten cookbooks lost in the fires. With over 500 requests already received, the initiative highlights the emotional significance of cookbooks in healing and restoring a sense of home for affected families.
Los Angeles – In response to the devastating Eaton and Palisades wildfires on January 7, which destroyed over 18,000 homes and structures, the Los Angeles-based cookbook bookstore Now Serving has launched an initiative to assist affected victims in rebuilding their culinary libraries. Owned by Ken Concepcion and Michelle Mungcal, the bookstore is implementing the “Friends of the Shop” program, allowing fire victims to request up to ten cookbooks to replace those lost in the fires.
Victims can fill out a form on the Now Serving website, indicating their preference for new or used books. Since the initiative’s inception, it has garnered significant interest, with over 500 requests for replacement cookbooks already submitted, potentially leading to thousands of individual book requests. The community’s enthusiastic response highlights the importance of these culinary texts, not just as instructional guides but as repositories of cherished memories.
Contributing to this effort is simple. People can purchase specific titles from a curated list of requested cookbooks available on the Now Serving website. These purchased books will be shipped directly to those who submitted requests. Among the most sought-after titles are popular cookbooks like “Salt Fat Acid Heat,” “The Joy of Cooking,” “The Silver Palate Cookbook,” and works by culinary icon Ina Garten.
The initiative arises during a particularly challenging economic climate for small businesses, especially in the wake of the COVID-19 pandemic and rising inflation. The owners, who have a personal understanding of the wildfire’s impact with neighbors and friends affected, recognize that this program not only helps victims reclaim a part of their lost homes but also assists their bookstore in boosting sales.
To broaden the initiative, Concepcion and Mungcal are also reaching out to publishers and authors to solicit donations of specific requested titles, potentially increasing the variety and number of cookbooks available. Additionally, to cover costs associated with procuring more expensive or rare cookbooks, the couple plans to host fundraising efforts through merchandise sales and raffles featuring items from renowned culinary authors.
As the community continues to heal from the fires, many families are still grieving their losses. Cookbooks hold significant emotional value, often linked to family traditions and comforting memories. Mungcal has highlighted the vital role of cookbooks in bringing a sense of home back to those who have been displaced, underlining that these books can help foster a feeling of normalcy amidst ongoing rebuilding efforts.
Currently, the Now Serving team is processing requests and hopes to begin distributing cookbooks by the end of summer or early fall. Ken and Michelle, whose daughter shares the same age as their bookstore, view both their family and business journey as intertwined, each facing challenges that they hope to overcome through community support and resilience.
Looking forward, the couple intends to continue this cookbook request initiative indefinitely, emphasizing their commitment to supporting wildfire survivors and rebuilding the community. Those interested in participating can visit Now Serving’s website to either donate books directly or explore the list of requested titles.
As the situation continues to evolve, updates on events and fundraising efforts will be shared on social media, encouraging further community involvement in this essential initiative.
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Additional Resources
- Orange County Register
- Los Angeles Times
- Pasadena Star News
- Spectrum News
- Los Angeles Times
- Wikipedia: Wildfires in California
- Google Search: Los Angeles wildfires 2025
- Google Scholar: California wildfires impact
- Encyclopedia Britannica: Wildfire
- Google News: Los Angeles fires
Author: STAFF HERE HOLLYWOOD
The Hollywood Staff Writer represents the experienced team at HEREHollywood.com, your go-to source for actionable local news and information in Hollywood, Los Angeles County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Hollywood Bowl summer concerts, the Hollywood Christmas Parade, film premieres at TCL Chinese Theatre, and festivals at the Magic Castle. Our coverage extends to key organizations like the Hollywood Chamber of Commerce and Visit Hollywood, plus leading businesses in entertainment, dining, and tourism that define the local economy. As part of the broader HERE network, including HERELosAngeles.com, HEREBeverlyHills.com, HEREAnaheim.com, and HEREHuntingtonBeach.com, we provide comprehensive, credible insights into Southern California's dynamic landscape.
