Serving Those Who Serve: Pink Cloud Coffee’s Response to the Palisades Fire

When the Palisades fire broke out, it hit closer to home than we ever imagined.

The fire tore through the neighborhood where Pink Cloud founders Jeff and Johanna had raised their family. Their home was destroyed. Their kids’ schools were gone. Friends lost everything. The place where Pink Cloud Coffee took root—where we set up at the Palisades Farmers Market every Sunday—was leveled. It was no more.

We had to retreat to safety. But we couldn’t just stand back and watch. This wasn’t just a fire. This was our community. And we knew we had to do something.

From Jan. 22–25, we showed up at the National Guard command post on PCH, serving hot coffee to first responders and National Guard troops working around the clock. What started with just a truck, a coffee pot, and a generator quickly grew. Within days, we brought the full Pink Cloud trailer to deliver every drink on our menu—from lattes to cold brews—to those holding the front lines.

Showing up, no matter what

The fires may have burned down homes, but they couldn’t touch our spirit. For a company rooted in recovery, giving back is more than just a mission—it’s a responsibility. This time, it wasn’t just about helping people get and stay sober. It was about supporting a different kind of battle—one fought in real-time, with flames on the horizon.

We handed out hundreds of coffees over those few days. Was it life-saving? No. But it was a small gesture that said: we see you, we appreciate you, and we’re here. And sometimes, that’s enough to lift someone through the next shift, the next hour, or the next hard moment.

Why community matters more than ever

For a recovery-focused business like ours, community has always been the cornerstone. We’ve built our brand on the belief that healing happens together—and during those chaotic days after the fire, we saw that truth play out once again.

We didn’t just deliver coffee. We delivered comfort, connection, and a reminder that even in the darkest moments, kindness shows up.

Rooted in purpose, built on hope

Pink Cloud Coffee isn’t just about beans and brews. It’s about people. Whether through our mobile café or our micro-roasted coffee served in sober living homes, every cup supports recovery and gives back to those who need it most.

The Palisades fire reminded us of something we already knew: when disaster strikes, your mission becomes your lifeline. And ours is simple—show up, serve, and never forget why we started.

To the first responders who risked everything to protect lives and contain the fire: we are deeply grateful. Your bravery, endurance, and compassion will never be forgotten. And to the families and individuals who lost their homes and memories—our hearts are with you.

We’ll keep showing up. Because that’s what community does.