Four decades of staying in business and remaining a viable entity is worth celebrating. On this Black Entrepreneurs Day, the L.A. Sentinel salutes Percell Keeling.
The Morningside High and UCLA alum opened Simply Wholesome Health Food Store and Restaurant in 1984 to South LA and surrounding communities.
“Simply” is a Black-owned business at the southwest corner of Slauson Ave and Overhill Drive in the View Park–Windsor Hills community an unincorporated affluent neighborhood near Inglewood. Formerly known as The Wich Stand, this Googie-themed, ‘50s-style, vibrant green building is easily identified by its Streamline Moderne architecture, upswept roof, and 35-foot spire.
“I’ve been around since the beginning,” noted Nutritionist Frank Nelms. “Percell is aggressive and dynamic, doesn’t waste time or money, and takes care of business. I try to take those same qualities into view when working with people who desire to get well and feel better. We offer high-quality herbs, vitamins, and supplements made by Black people who look like me and you, to people who want to get healthy.”
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Simply’s loyal customers boast of its ambiance, top-tier service, group seating, and outdoor seating. Its exotic menu includes Nubian tacos, jerk chicken patty, Soul food, Caribbean food, spinach patties, curry chicken patties, and vegetarian options.
The breakfast menu consists of a small selection of sandwiches, fresh juices, protein smoothies, a mix of plant-based and non-plant-based options, and dairy and non-dairy options.
Many of Simply’s employees are high school seniors and college students hired from within the community.
“That’s big because we want to make sure they can embrace the culture we’ve created,” said Operations Manager Monique DuBose. “I look for flexibility, adaptability, availability, and accountability. The big one is flexibility because a lot is going on here!”
Simply uses multiple channels to promote its products and services to connect with customers, including a healthy mix of social media platforms.
“My father’s always believed in word-of-mouth marketing,” said Ayanna Keeling, who shares managerial duties with her sister Mia, “especially because the community has supported him since before I was born. Next, we use Facebook and Instagram. And we have the website I built and the store website where people can purchase anything except perishables.”
Stated co-manager Mia Keeling, “My father was a long-distance runner, so he has the sight for the long haul. I see Simply staying true to our core values of supporting and hiring people from the community, giving people who have never had a job an opportunity to learn entrepreneurialism, and continuing to improve our customer service by listening and adapting to meet their needs.”
View Park-Windsor Hills has seen a shift in demographics. According to a 2024 American Community Survey (ACS), this census-designated place (CDP) has increased by 4.58% since 2020. That’s a rate of 0.64% annually. The current racial composition is Black or African American 73.72%, White 11.92%. Would Keeling ever consider selling his business?
“The answer is “definitely not,” he snapped. “Simply Wholesome to me is the closest thing to childbirth. This is my baby—it’s who I am. It’s a legacy for my two girls to take over [someday]. And I’m fortunate enough that they want that.
“I believe true entrepreneurs are born,” he continued. “They’re no different than pure athletes, dancers, or musicians. They do what they do because that’s who they are. I was born to be an entrepreneur. Our logo is the Tree of Life. Simply Wholesome keeps you looking good and feeling good. I’m gon’ make it happen!”
In 1989, the County of Los Angeles declared Simply Wholesome a historic landmark.
For more information, visit simplywholesome.com/.
