Food Truck Fire Puts San Diego Chef Out Of Business

SAN DIEGO, CA — The chef and owner of Rollin Roots, a San Diego-area food truck that earned acclaim for its vegan "sandos," loaded fries and rice bowls, is turning to the community for help, after he says his office and vehicle were hit in recent weeks with multiple burglaries and vandalisms, culminating in an Oct. 3 fire — that he calls "arson" — ultimately destroying his truck and livelihood.

Avonte Hartsfield, who is Black, said he suspects the incidents are possible hate-related crimes. But with community support, he now is eyeing a future restaurant endeavor that will boost other entrepreneurial cooks.

"At the end of September 2021 my business fell victim to vandalism and eventually arson," Hartsfield said. "My food truck (Rollin Roots) was burglarized and vandalized multiple times.

"Throughout the ordeal, I’ve had my power [cords] cut, my office and truck broken into and items stolen, there was a noose hanging from the door to my office, and finally on October 3rd my truck was burned down completely," he said on a GoFundMe page.

Firefighters responded Sunday, Oct. 3 at about 1 a.m. to the Rollin Roots truck, engulfed in flames in a parking lot off Amour Street in Kearny Mesa, according to The San Diego Union-Tribune, which added that "the cause of the fire is undetermined, and police are investigating a reported burglary at the business, as well."

The mobile, vegan chef launched the online fundraiser, "Rebuilding after a series of hate crimes and fire," which, to date has hit $87,385 of its $100,000 goal.

"I am raising funds for my business after a shocking series of hate crimes directed at myself and my business," Hartfield said. "The police are in the middle of investigating at this time, but no witnesses have come forward and there doesn’t look like much hope for holding anyone responsible."

Hartsfield said he had signed a brick-and-mortar restaurant lease shortly before the fire. But the blaze-gutted food truck tossed that plan into uncertainty.

"I signed a lease a few weeks ago for a new restaurant, thanks to the food truck doing so well, and after the fire I was searching how I could get out of the lease," he said. "There was no possible way without the income from the food truck that I would be able to even consider opening the new restaurant."

The Rollin Roots truck built a loyal following for its vegan fare, and now is attracting supporters while Hartfield attempts to rebuild, including a plug from Troy Johnson, a San Diego restaurant critic, food connoisseur and recurring Food Network celeb/judge.

"Avonte is good people," Johnson said on Facebook. "Worked his tail off at his vegan food truck, Rollin Roots. Started having some success. Apparently that got the attention of some pretty awful people. They burned everything. Let's get him back on his feet."

Rollin Roots was gaining steam as a popular booking throughout San Diego County for such catered events as weddings, festivals and business functions. In June, his business was one of five California establishments to receive a $25,000 grant from the California Restaurant Foundation and Guy Fieri's "Restaurant Reboot."

Hartfield said recovering from the string of crimes proved challenging, and the fundraiser will get his operation back on track, as he follows through with a restaurant and new food truck. And he thanked community members, who donated to his fund.

"This has been extremely difficult for me as a small, Black business owner, who doesn’t have access to funding sources that are typically available," he added. "This entire business, I’ve built from my savings, smart business decisions, and a few grants, which have been the only things that I have to rely on to stay afloat besides the consistent support from our local community."

Hartfield said donations are fueling his new venture, location and pizza concept.

"Something exciting with this new location is: it will be used as an incubator kitchen," he wrote. "Meaning outside of the veg pizza concept I plan on opening, I will be working with other small and minority-owned businesses to start their own restaurant using my spade! There will be a full kitchen and dining room available, while I sell pizzas out of the small window as a walk-up location.

"The funds will be used to open the location, put a down payment on a new food truck, and keep our restaurant afloat," he continued. "I will take the time and focus needed in order to ensure this is done properly and I do not stretch these funds too thin because it is going to take a lot. ... Thanks so much for considering helping me out."

To contribute to the GoFundMe, visit "Rebuilding after a series of hate crimes and fire" here.

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