Simply Wholesome: The Health Food Store That Raised a Generation of Angelenos

Before the smoothie craze, this family-owned shop in View Park-Windsor Hills was a hub for natural foods and community.

Feb. 3, 2026 at 3:47pm

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Simply Wholesome, a family-owned health food store and cafe in Los Angeles' View Park-Windsor Hills neighborhood, has been serving the community since 1984 - long before the current smoothie and wellness trends. Founded by Percell Keeling, a long-distance runner with a passion for healthy eating, the store was one of the first in the area to focus on natural products, supplements, and nutritious prepared foods. Over the decades, Simply Wholesome has evolved alongside the changing demographics of the neighborhood, attracting a diverse clientele that has included celebrities like Muhammad Ali, Nipsey Hussle, and Jhené Aiko.

Why it matters

Simply Wholesome's longevity in an era of rapid gentrification and retail turnover highlights the importance of community-driven, mission-oriented businesses that can adapt to serve the evolving needs of a neighborhood. The store's story also reflects the growing interest in natural, healthy living that has swept across Los Angeles and the country over the past several decades.

The details

When Percell Keeling opened Simply Wholesome in 1984, it was one of the first health food stores in the View Park-Windsor Hills area, offering a range of natural products, supplements, and prepared foods like Jamaican chicken patties, rice and peas, and fried plantains. Without a kitchen on-site initially, Keeling focused on selling packaged goods, protein shakes, and smoothies. The store was a hit from the start, attracting a diverse clientele that included celebrities like Muhammad Ali, Nipsey Hussle, and Jhené Aiko. Over the years, Simply Wholesome has evolved to meet the changing needs of the gentrifying neighborhood, expanding its offerings while maintaining its commitment to natural, healthy living.

  • Simply Wholesome first opened its doors in 1984.
  • The store moved to its current location, on the corner of Slauson Avenue and Overhill Drive, across the street from its original site.

The players

Percell Keeling

The founder of Simply Wholesome, a long-distance runner with a passion for healthy eating who opened the store in 1984.

Muhammad Ali

A famous boxer who was a regular customer at Simply Wholesome.

Nipsey Hussle

A rapper who frequented Simply Wholesome as a child.

Jhené Aiko

An R&B artist who also visited Simply Wholesome as a child.

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What they’re saying

“The Rastas, the West Indians — my community — embraced me thoroughly. And now with all the gentrification, the crowd has grown more diverse.”

— Percell Keeling, Founder of Simply Wholesome

The takeaway

Simply Wholesome's story demonstrates the enduring value of community-driven, mission-oriented businesses that can adapt to serve the evolving needs of a neighborhood. In an era of rapid gentrification and retail turnover, the store's longevity and ability to cater to a diverse clientele is a testament to the power of local, independent businesses to foster a sense of community and provide access to healthy, natural products.