Who We Are
With a team spanning a collective of 20 years of working with Mexican-American communities, La Planta looks to make a change.
Our Mission
Our mission is to empower diverse communities often overlooked by the vegan movement to embrace systematic plant-based dietary shifts. We achieve this through culturally sensitive education, accessible food aid, and inclusive outreach programs, fostering relatable and relevant connections.
“Being part of the Mexican-American community allows us to really get in and show why plant-based eating is a lifestyle we really need to learn more about. For the animals, our environment and our health.”
— Victor Flores - Executive Director
Who We Are
Victor Jesus Flores - Executive Director
Victor, born into an immigrant family in Texas with roots tracing back to Chihuahua, Mexico, has dedicated himself to fostering awareness of the vegan lifestyle within Mexican American and Native communities. As the Community Outreach Specialist and Southwest Chef Challenge Coordinator at Vegan Outreach, Victor has tirelessly worked to educate and inform thousands across New Mexico, Texas, Colorado and Arizona through the Vegan Food Aid program.
Collaborating with a network of non-profits, Victor has extended the reach of veganism, organizing numerous events throughout the Southwest. Based in Albuquerque, NM, he has spearheaded Vegan Chef Challenges in cities such as Amarillo, Ruidoso, El Paso, Oklahoma City, and Albuquerque. His family's vegan food truck, Root 66, garnered acclaim as the best food truck in New Mexico by Edible NM Magazine, triumphing over non-vegan competitors. Additionally, they operate Plant Powered Events LLC, a vegan-themed promotion company.
Victor serves as the Executive Director of La Planta, a pioneering Mexican-American-led non-profit organization committed to furthering veganism and community empowerment.
Oswaldo “Ozzy” Aragon - Food & Restaurant Outreach Director
Oswaldo "Ozzy" was born in Chihuahua, Mexico, and moved to Albuquerque, New Mexico, when he was three years old. With years of experience in the restaurant industry, Ozzy and his family opened an authentic Mexican restaurant in Cedar Crest, a scenic town in New Mexico's East Mountains. Their restaurant stands out by offering a range of vegan dishes, proving that Mexican comfort food can be both delicious and plant-based. Ozzy has earned a reputation for building strong relationships with the residents of Cedar Crest and neighboring communities. He's also made a difference by organizing food aid programs in Albuquerque, providing much-needed support to those communities. Beyond the restaurant, he has volunteered for events hosted by animal rights organizations and has experience in event planning. As a passionate advocate for veganism, Ozzy aims to promote plant-based lifestyles within the Mexican American community. He co-founded La Planta, a nonprofit dedicated to vegan outreach, and he is committed to raising awareness about the benefits of plant-based living for the animals, health and the environment.
Hilaria Pascual Martinez - Community Outreach Manager
Hilaria Pascual “Martinez”, originally from Tabasco, Mexico, immigrated to the United States in 2001. She resided in Arizona for approximately 10 years before settling in Albuquerque for the past 14 years with her four teenage daughters.
Her dedication to conscious eating and animal welfare prompted her exploration of veganism and advocacy for healthy eating practices within her community.
Identifying herself as Yokotano, she speaks the Yokot'an language, a Mayan dialect also recognized as Chontal of Tabasco. Upholding and disseminating the culinary richness of her background is important to her, as it enables her to connect with others through food and promote cultural diversity.
With over two decades of steadfast commitment to politicizing, organizing, agitating, and mobilizing, Hilaria has empowered a diverse array of communities, particularly emphasizing BIPOC and mixed-status/undocumented working families across the dynamic landscapes of New Mexico and Arizona. Her expertise lies in crafting purpose-driven and impactful programs, adeptly overseeing their seamless development from inception to full-scale implementation. Throughout her illustrious journey, she has fostered strong connections with communities, allies, and coalition members, cementing lasting bonds that have bolstered her accomplishments and campaigns.