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A Smoothie, A Statement, A Legacy

Simply Wholesome | Percell, Ayanna, and Mia Keeling

 

By: Jacqui Estrada
A wide, eye-level photograph shows two smiling people—a man and a woman—posed closely together inside Simply Wholesome, a restaurant and health food store in Los Angeles.

NHM Online Presents L.A. Culture in a Cup, a year-long initiative celebrating the stories of the diversity of Los Angeles and its people through the lens of the beverages and their significant vessels that bring us together.

Perched in a futuristic 1950s Googie-style building, Simply Wholesome is more than a landmark—it’s a living testament to the power of "Yes". For four decades, this family-owned sanctuary has served as a hub where View Park’s history is preserved, and its future is nourished.

To uncover the soul of this institution, we sat down with the Keeling family: Founder Percell Keeling and his daughters, Restaurant/Store Manager Ayanna Keeling and Marketing Director and Nutritionist Mia Keeling. Together, they discuss how a single cup can represent resilience, the radical importance of land ownership, and a legacy that refuses to fold.

But to understand how Percell Keeling transformed the stamina of a champion distance runner into a 40-year community empire, you first have to hear the story of the race he refused to lose—a race that wasn't just about the track, but about the endurance required to remain his own man in a world trying to finish the race for him.

Read on as the Keeling family shares their journey from a chance "For Rent" sign to a multi-generational legacy of health, land ownership, and resilience.

Four people of African descent smile warmly in a close-knit group portrait that radiates family joy. In the foreground, three women are gathered together: an older woman in a lime-green shirt and glasses on the left, a younger woman in a dark teal V-neck in the center, and a woman with voluminous dark curls in a peach ruffled top on the right. Standing protectively behind them is a man with long dreadlocks and a grey-flecked beard, looking directly at the camera with a kind expression.
Three generations of the Keeling family, standing together: (left to right) Helen, Purcell, Ayanna and Mia.
Courtesy of the Keeling Family

I felt like I was going underwater. My head was going a million miles a minute. But I looked at my girls and realized I had to keep going. The love for my kids gave me the strength to overcome.

Percell Keeling

How did the journey to Simply Wholesome begin?

Percell: I was born and raised right here in Los Angeles. My family was among the pioneers of African Americans moving to Inglewood in 1963; I was just ten years old, arriving the day before President Kennedy was assassinated. Growing up, my life revolved around the track. I ran distance at Morningside High at that time; I was the best in the nation. So I was fortunate enough to get an academic and athletic scholarship to UCLA.

My time at UCLA was a defining struggle. My coach tried to control my life—telling me to cut my afro, move into the dorms, and drop my girlfriend. He even tried to push me into easy-to-pass classes, where athletes didn't have to show up. I didn't conform. I took my solid academic classes and went to practice every day to protect my scholarship. It taught me early on that I had to be my own man.  

I got into this business totally by accident. I used to lift weights at Jack LaLanne's European Health Spa, which had a small nutrition center inside. One day, the owner simply asked, "Are you interested in buying this business?" I realized the health craze was becoming mainstream, so I told him I’d buy it. 

A group of about 10 high school youth are pictured running across a finish line with Purcell Keeling at the front

Courtesy of the Keeling Family

Percell Keeling winning for Morningside High in 1971. The stamina required for elite distance running—a field where he was told he was an "oddity"—became the blueprint for outlasting the systemic challenges of business ownership.

A young, determined Percell Keeling in a white football jersey featuring the number 84.

Courtesy of the Keeling Family

Before building a community landmark, Percell was an elite athlete who refused to conform to low expectations or "Mickey Mouse" standards. This competitive drive and commitment to "being his own man" became the foundation for Simply Wholesome’s 40-year legacy of resilience.

A historical black-and-white photo of the original Simply Wholesome storefront in 1984, featuring a "Grand Opening" banner hanging above the entrance.

Courtesy of the Keeling Family

Simply Wholesome’s 1984 debut at 4448 W Slauson Ave, Los Angeles, CA 90043, across the street from its current, permanent location. Percell entered the health industry by chance when a gym owner asked if he wanted to buy a small nutrition center; he saw the mainstream "health craze" coming and said yes.

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Percell Keeling winning for Morningside High in 1971. The stamina required for elite distance running—a field where he was told he was an "oddity"—became the blueprint for outlasting the systemic challenges of business ownership.

Courtesy of the Keeling Family

Before building a community landmark, Percell was an elite athlete who refused to conform to low expectations or "Mickey Mouse" standards. This competitive drive and commitment to "being his own man" became the foundation for Simply Wholesome’s 40-year legacy of resilience.

Courtesy of the Keeling Family

Simply Wholesome’s 1984 debut at 4448 W Slauson Ave, Los Angeles, CA 90043, across the street from its current, permanent location. Percell entered the health industry by chance when a gym owner asked if he wanted to buy a small nutrition center; he saw the mainstream "health craze" coming and said yes.

Courtesy of the Keeling Family

Why was purchasing this property such a pivotal moment in your history? 

Percell: By 1984, I was living in this community. One day, I was out for a run over the hill when I noticed a "For Rent" sign in my peripheral vision. Something hit me internally. I turned around, memorized the building number, and was fortunate enough to secure the space. I gutted the entire building and opened the doors as Simply Wholesome.  

The real "reality check" came later; it must have been 1992.  I was living the American dream—the house, the kids, the dog. But I was working seven days a week at my shop. When I went to renew my lease, the landlord raised my rent by 50%. It felt like a knife to the heart. I remember saying, "50%? That's ridiculous!" I walked into Simply Wholesome and saw this building across the street. It had been like someone took blinders off me. In that moment, I realized I had to have my own spot because the true value is in the land. 

I believe no one else jumped on this property because of the 1992 uprising. It's an acre of land in a prime location but the banks had redlined this area, and people with big money were afraid to touch it. It was a blessing that I was able to step in and acquire it. 

The iconic Googie-style architecture of Simply Wholesome, featuring its signature sloped roof and mid-century modern design surrounded by palm trees.

Courtesy of the Keeling Family

This iconic acre sat vacant for six years because banks "redlined" the area after the 1992 uprisings. Percell saw it as a blessing and a way to protect his family’s revenue stream from the whims of a landlord. In 1989, the County of Los Angeles declared Simply Wholesome a historic landmark.

A smiling man and woman stand close together indoors. The man has long dreadlocks, a grey-flecked beard, and wears a white long-sleeve shirt with distressed jeans. The woman has braided hair and wears a black graphic T-shirt. They are positioned in front of a green textured wall featuring a neon light.

Courtesy of the Keeling Family

Percell Keeling, who founded Simply Wholesome in 1984 to provide healthy food options in the View Park-Windsor Hills community, stands with his daughter Mia, who grew up in the restaurant and now helps lead its mission of community health and ownership.

A restaurant with a green wall and yellow menu posted on the wall sits behind some restaurant tables and chairs

Courtesy of the Keeling Family

Simply Wholesome also boasts a restaurant with one of the most impressive smoothie menus, which includes the "Yes We Can" smoothie.

A close-up shot of two blackened tilapia fillets with a dark, flavorful crust, served over a bed of collard greens with a side of black-eyed peas and orange garnishes.

Simply Wholesome remains dedicated to serving the community food that "keeps you feeling good and looking good". Their Blackened Tilapia Plate is a neighborhood favorite, pairing bold, seared spices with nutritious sides of collard greens and savory black-eyed peas.

A tray of seventeen Jamaican patties

Courtesy of the Keeling Family

Simply Wholesome considers themselves a "Transitional Restaurant". "Maybe you start small, but the next time you come in, you'll be more inspired to say 'I’ll try a vegan dessert today' or 'I’ll try the spinach patty instead of the chicken patty'." says Mia Keeling.

An overhead view of the Island Delight plate featuring a square of golden-brown baked macaroni pie, a portion of pigeon peas and rice, and sautéed greens, garnished with fresh orange slices and plantains.

Courtesy of the Keeling Family

As a multicultural staple in Los Angeles, Simply Wholesome creates dishes like the Island Delight to celebrate cultural diversity through high-quality, health-oriented food. This vibrant feast features signature pigeon peas and rice, savory veggies, and a slice of golden-baked macaroni pie.

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This iconic acre sat vacant for six years because banks "redlined" the area after the 1992 uprisings. Percell saw it as a blessing and a way to protect his family’s revenue stream from the whims of a landlord. In 1989, the County of Los Angeles declared Simply Wholesome a historic landmark.

Courtesy of the Keeling Family

Percell Keeling, who founded Simply Wholesome in 1984 to provide healthy food options in the View Park-Windsor Hills community, stands with his daughter Mia, who grew up in the restaurant and now helps lead its mission of community health and ownership.

Courtesy of the Keeling Family

Simply Wholesome also boasts a restaurant with one of the most impressive smoothie menus, which includes the "Yes We Can" smoothie.

Courtesy of the Keeling Family

Simply Wholesome remains dedicated to serving the community food that "keeps you feeling good and looking good". Their Blackened Tilapia Plate is a neighborhood favorite, pairing bold, seared spices with nutritious sides of collard greens and savory black-eyed peas.

Simply Wholesome considers themselves a "Transitional Restaurant". "Maybe you start small, but the next time you come in, you'll be more inspired to say 'I’ll try a vegan dessert today' or 'I’ll try the spinach patty instead of the chicken patty'." says Mia Keeling.

Courtesy of the Keeling Family

As a multicultural staple in Los Angeles, Simply Wholesome creates dishes like the Island Delight to celebrate cultural diversity through high-quality, health-oriented food. This vibrant feast features signature pigeon peas and rice, savory veggies, and a slice of golden-baked macaroni pie.

Courtesy of the Keeling Family

There was a moment during the renovation when you almost gave up. What kept you going?

Percell: During the renovation, I was working across the street, and the stress was just overwhelming. I knew my deadline was approaching, and I hit a point where I experienced what they call "stress blocks." I was completely frozen; I couldn't move. I felt like one of those people who lose everything and just want to say, "screw it."

What changed everything for me was my daughters, Ayanna and Mia. At the time, they were maybe three and one and a half years old. They came up on both sides of me and, simultaneously, both of them slid their hands into mine and said, "Daddy, you're going to be okay. It's going to be okay."

A man holds his young daughter with an older woman and younger woman holding another young girl
Percell is shown here with a young Ayanna and Mia.
Courtesy of the Keeling family

In that moment, I said to myself, "I’ve got to get this show together. Who is going to take care of my babies?" That was a major turning point for me. I truly believe that the love of my children gave me the strength I needed to overcome that moment and keep going.

Simply Wholesome has survived and thrived through decades of change in L.A. Was there a specific moment you realized how much this community valued you?

A vibrant painting of the Simply Wholesome logo: a brown-skinned figure with arms raised high, their body merging into a tree trunk with roots anchored in a green hill. The branches bear green leaves against a radiant orange and yellow sunset over blue water.
The logo Percell designed represents being connected to nature while reaching for the sky.
Natural History Museum of Los Angeles County

Percell: It was 1992, during the civil unrest. Our corner was just me and the cleaners. It was targeted to be hit. Two sets of young men came in about a week or two after the uprising, and said, "Did you hear the word on the street?" They said, "The word on the street was, don't touch it because it's also Simply Wholesome." Things were very tense, and businesses all around were being affected. But the "word on the street" was to protect Simply Wholesome. Our neighbors stood as a shield for us, without them I might not have been in business today. It proved that when you treat your community with respect and love, they will stand by you when the fire comes. That bond is the real foundation of this building. That was when I knew I was truly connected to the community.

How does the community come together at Simply Wholesome?

Ayanna: Simply Wholesome is a safe haven for people who look like you and me. There aren't many places where you can walk in and say, "This is for us". We aren't corporate; it’s a family vibe built on respect and connection. My father’s dedication created a high bar for us, and his decisions have impacted millions.

Mia: We really view ourselves as a transitional restaurant. Our goal is to inspire our community to eat healthier, but we want to meet you exactly where you are. We believe that if you make that internal decision for yourself, the progress follows naturally. Maybe you start small, but the next time you come in, you'll be more inspired to say, "I’ll try a vegan dessert today," or "I’ll try the spinach patty instead of the chicken patty." My own path to becoming a nutritionist was personal. After a sports injury, I was being prescribed high-level opioids. My father minimized the meds and gave me natural herbs like turmeric and devil's claw from the store. My recovery was twice as fast as they had expected. That experience taught me that plants are foundational for healing.

A group of people practicing yoga outdoors on mats, all with their arms raised toward the sky in front of a tall, lush tree.

Courtesy of the Keeling Family

The spirit of Simply Wholesome is built on connection, from the patio music to the yoga mats. It remains a space where Black and Brown people say, "this is for us"—a community home where neighbors are supported with love, no matter where their health journey begins.

A close-up of a black bookshelf inside Simply Wholesome featuring books such as "Fatima’s Great Outdoors," "Makeda: Queen of Sheba," and "Primal Fat Burner."

Natural History Museum of Los Angeles County

Beyond food, Simply Wholesome provides a curated selection of books focused on health, history, and community empowerment. Percell began his journey by studying and selling nutrition books for a dollar; today, the family continues that tradition, offering resources that help the community take charge of their own well-being.

A row of colorful, bottled Simply Wholesome juices on a refrigerated shelf, including "Prickly Pear," "Carrot Ginger Juice," and "Apple Berry."

Natural History Museum of Los Angeles County

Every juice and smoothie is a promise of consistency. By supporting over 165 local Black and Brown businesses, the Keelings ensure that their shelves represent the economic strength and vitality of the very community that protected them decades ago.

A Band plays instruments on the patio of Simply Wholesome

Courtesy of the Keeling Family

Whether hosting lively "Patio Parties" or serving as a lifelong "safe haven," Simply Wholesome is anchored by its people. This deep bond was forged during the 1992 civil unrest, when the "word on the street" was to protect the shop, which proved that when they treated their community with respect, they would stand as their shield.

A historical color photograph of a young Percell Keeling with a full black beard standing next to the legendary boxer Muhammad Ali inside the original Simply Wholesome location.

Courtesy of the Keeling Family

Since its 1984 debut, Simply Wholesome has been a View Park staple, welcoming everyone from icons like Ali and Stevie Wonder to modern stars like SZA, Loretta Devine, and Russell Hornsby. Over the decades, it has evolved into a world destination where travelers arriving from the airport often make it their first stop of many L.A. landmarks.

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The spirit of Simply Wholesome is built on connection, from the patio music to the yoga mats. It remains a space where Black and Brown people say, "this is for us"—a community home where neighbors are supported with love, no matter where their health journey begins.

Courtesy of the Keeling Family

Beyond food, Simply Wholesome provides a curated selection of books focused on health, history, and community empowerment. Percell began his journey by studying and selling nutrition books for a dollar; today, the family continues that tradition, offering resources that help the community take charge of their own well-being.

Natural History Museum of Los Angeles County

Every juice and smoothie is a promise of consistency. By supporting over 165 local Black and Brown businesses, the Keelings ensure that their shelves represent the economic strength and vitality of the very community that protected them decades ago.

Natural History Museum of Los Angeles County

Whether hosting lively "Patio Parties" or serving as a lifelong "safe haven," Simply Wholesome is anchored by its people. This deep bond was forged during the 1992 civil unrest, when the "word on the street" was to protect the shop, which proved that when they treated their community with respect, they would stand as their shield.

Courtesy of the Keeling Family

Since its 1984 debut, Simply Wholesome has been a View Park staple, welcoming everyone from icons like Ali and Stevie Wonder to modern stars like SZA, Loretta Devine, and Russell Hornsby. Over the decades, it has evolved into a world destination where travelers arriving from the airport often make it their first stop of many L.A. landmarks.

Courtesy of the Keeling Family

You selected the "Yes We Can" smoothie as the drink that best encompasses the spirit of Simply Wholesome. What is the story behind this drink?

Percell: The "Yes We Can" smoothie pretty much encompasses exactly what it says: we can do anything. To us, it represents the idea that when we work as a team and stick together, we can rise to any occasion. We all share the same common goal, and this drink is a symbol of our collective ability to persevere through any challenge.

Ayanna: That drink has history. When the pandemic hit, and the supply chain began to break, many of the 165 local businesses we support couldn't make it. The pressure to compromise on our ingredients was huge. But my father refused to fold. He insisted that if we couldn't provide the best-quality, naturally grown ingredients, lovingly prepared, we wouldn't serve them at all. We had to cut a lot from the menu, but the "Yes We Can" survived every cut. It became a symbol of our refusal to lower our standards.

Mia Keeling smiling as she holds up the finished "Yes We Can" smoothie in a clear cup, with the Simply Wholesome logo visible.

Natural History Museum of Los Angeles County

To the Keeling family, this drink is a symbol of their collective ability to rise to any occasion and the resilience that keeps them moving forward.

Mia Keeling carefully selecting and adding fresh, vibrant ingredients into a blender at Simply Wholesome.

Natural History Museum of Los Angeles County

Even when supply chains struggled, the Keelings refused to compromise on the high-quality, naturally grown ingredients that go into every "Yes We Can" smoothie.

Mia Keeling operating a commercial blender, watching as the ingredients for the signature "Yes We Can" smoothie mix together.

Natural History Museum of Los Angeles County

As a nutritionist, Mia ensures that every step of the process is infused with the "love and kindness" the community has come to expect for over 40 years.

A joyful Mia Keeling laughs while holding a pink smoothie in one hand and a pink affirmation card in the other. The card reads: "My Mind and Body Are Harmonious; I Release Stress and Invite Peace."

Natural History Museum of Los Angeles County

Mia pairs the "Yes We Can" smoothie with a Simply Wholesome affirmation card. These daily reminders are central to the restaurant's mission as a "safe haven," ensuring that every customer feels the care and intention poured into their cup.

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To the Keeling family, this drink is a symbol of their collective ability to rise to any occasion and the resilience that keeps them moving forward.

Natural History Museum of Los Angeles County

Even when supply chains struggled, the Keelings refused to compromise on the high-quality, naturally grown ingredients that go into every "Yes We Can" smoothie.

Natural History Museum of Los Angeles County

As a nutritionist, Mia ensures that every step of the process is infused with the "love and kindness" the community has come to expect for over 40 years.

Natural History Museum of Los Angeles County

Mia pairs the "Yes We Can" smoothie with a Simply Wholesome affirmation card. These daily reminders are central to the restaurant's mission as a "safe haven," ensuring that every customer feels the care and intention poured into their cup.

Natural History Museum of Los Angeles County

What do you hope the legacy of Simply Wholesome will be for the next generation?

Percell: One thing I know for sure is that this property will always be a legacy. I want the next generation to understand that the true value isn't just in the business itself; the real value is in the land. Ownership is the foundation—that is where you build from. My hope for my daughters is for them to take this foundation and make it their own. I want them to let Simply Wholesome reflect who they are.

Mia: My father has inspired so many people to reach for their dreams simply through his acquisition of this property. It is a powerful example of what is possible. I will definitely speak to my son about the importance of land ownership, as well as maintaining the awareness and vision required to secure a future like this.

Ayanna: I want my nephew to see me working hard so he understands that this is what our family does. I want him to know that in order to truly own something, you have to be willing to put in the work and take the responsibility to care for it. It’s about building something that lasts.

Simply Wholesome founder Percell Keeling sits against a green textured wall, tenderly cradling his infant grandson, Liam. Percell is wearing a grey sweatshirt that reads "GRANDAD EST. 2024" on the chest, with "LIAM KEELING" embroidered on the sleeve.

Courtesy of Keeling Family

Percell Keeling cradles his grandson, Liam Percell Keeling. For Percell, ownership is the bedrock of a multi-generational legacy—a foundation he is passing down so that his grandson’s generation can continue to "reach for the sky" while staying connected to their roots.

A view from behind of a small child in an orange beanie and an adult walking hand-in-hand toward the entrance of Simply Wholesome. The dark green building features a large sign reading "MARKET • HEALTH FOOD • RESTAURANT" across the top.

Courtesy of the Keeling Family

Percell Keeling’s grandson, Liam, walks hand-in-hand into the family’s sanctuary. For the Keelings, this isn't just a business—it's a permanent foundation designed to ensure the next generation can continue to "reach for the sky" while staying deeply rooted in their community and heritage.

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Percell Keeling cradles his grandson, Liam Percell Keeling. For Percell, ownership is the bedrock of a multi-generational legacy—a foundation he is passing down so that his grandson’s generation can continue to "reach for the sky" while staying connected to their roots.

Courtesy of Keeling Family

Percell Keeling’s grandson, Liam, walks hand-in-hand into the family’s sanctuary. For the Keelings, this isn't just a business—it's a permanent foundation designed to ensure the next generation can continue to "reach for the sky" while staying deeply rooted in their community and heritage.

Courtesy of the Keeling Family

EXPLORE MORE FROM SIMPLY WHOLESOME

Taste the Legacy: Visit Percell, Ayanna, and Mia at Simply Wholesome—their historic location on Slauson Avenue and try the "Yes We Can" smoothie for yourself. Whether you're there for a Jamaican patty or a moment of community connection, you’re stepping into a story 40 years in the making.

WHAT'S YOUR L.A. CUP STORY? 

Do you know an L.A. beverage crafter who lovingly connects to your community? Do you want to share your favorite experience at Simply Wholesome? Join the conversation by tagging @NHMLA with #LACultureinaCup, and your story could be featured next!

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