Pacoima Beautiful is a grassroots environmental justice organization that provides education, impacts local policy, and supports local arts and culture in order to promote a healthy and sustainable San Fernando Valley.


Planting grassroots since 1996

Pacoima Beautiful was founded in 1996 by 5 relentless mothers who became distraught by the unpleasant sight of trash and toxic smells they endured while walking their young children to school. They knew that the only way to create a safer and cleaner community for their children and neighbors was through collective action, and so like good neighbors they joined forces to bring Pacoima some of its first major community clean-ups and tree planting events. The beautification projects of our founding mothers set the grassroots foundation that our historically women led organization has stood by for the past 22 years. Today Pacoima Beautiful is the only environmental justice organization in the Northeast San Fernando Valley striving for community improvement. We are a dedicated team of leaders, planners, organizers, health promoters and advocates for a healthier and safer Northeast San Fernando Valley.


Co-conveners for the San Fernando Valley Region of the We Count LA Campaign.


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We Count LA is a comprehensive outreach and communications campaign committed to promoting census participation among Los Angeles County’s diverse communities. We Count LA is comprised of dozens of community-based organizations (CBOs) that represent the wide demographic and geographic expanse of LA County. The goal is to ensure that everybody in the SFV gets counted in the upcoming 2020 Census.


To accomplish this goal, our community outreach is focused on ensuring that our community knows that:


+ Resources are based on population. This is why it’s important for everyone to be counted. The census helps decide how much money goes to our local school system, job programs, hospitals, and affordable housing.
+ The census is safe, because there is no citizenship question, and the process is confidential. Its illegal for census workers to share any census information gathered.
+ It is very important that EVERYONE who lives with you is counted, including children, relatives, friends, and roommates – regardless of citizenship status. The census will be used to make important decisions that will affect you, your family, and your community for the next 10 years. The next generation is depending on you to stand up and say, “I am here and I matter.”
+ The census also decides how many elected officials L.A. County will send to Washington, D.C. Being counted makes sure your voice will be heard. It is your chance to safely resist exclusion.
+ Census Day is April 1st, 2020.


For more information on how you can participate in the 2020 CENSUS click below


Veronica Padilla-Campos

Executive Director
Veronica grew up in Sun Valley and now lives in Sylmar with her family. She serves as a City of Los Angeles Planning Commissioner and as an Urban Planner works to improve the welfare of people by creating equitable, healthy, and safer communities.

Andres Ramirez

Policy Director
Andres Ramirez was born and raised in Southeast Los Angeles as the first generation child to Salvadoran immigrant parents.  As the Los Angeles Clean Energy Director he advocates for an equitable transition to 100% clean and renewable energy.

Diego Ortiz

Youth Coordinator
Diego is passionate about raising awareness of the environmental challenges in the NESFV communities and preparing Pacoima’s future environmental advocates through mentorship and leadership training.

Yesenia Cruz

Youth Organizer
Yesenia was born in Oaxaca, Mexico and raised in Sonoma County. She is passionate about providing youth the resources they need to achieve a higher education. Yesenia focuses on supporting youth through YUTEP, tutoring and College Corner .

Maria Guzman

Health Promoter
As a Health Promoter and mother of two, Maria is dedicated to creating a safe and healthy environment for her children and community. She stays busy planning Mercado Pacoima to make sure that more families receive the healthy foods they need.

Margarita Lopez-Pelayo

Community Organizer
Margarita was born in Mexico City, and raised in Pacoima. She has dedicated her life to community organizing in the NESFV. As a passionate organizer and mother, she works with community members to activate their inner leader and advocate for environmental justice in our Pacoima Beautiful.

Felipe Escobar

Organizing Director
Felipe is driven by his experiences growing up in the industry laden SFV. As a passionate organizer he works with community members to enhance their position as environmental justice leaders.

Celia Contreras

Community Organizer
Celia grew up in Pacoima and is driven to work with her community towards a safer and more sustainable NESFV. She is passionate about environmental justice issues that directly affect her community and aims to cultivate environmental justice leaders for future generations.

Alex Ortega

Community Organizer
His experiences in education at LAUSD, studying environmental conservation at CSUN, and working as an outdoor ranger for the US Forest Service has motivated him in helping NESFV communities develop and implement conservation efforts for a healthier and more sustainable San Fernando Valley.

Stephaney Paz

Administrative Assistant
Stephaney grew up in Pacoima and experienced firsthand the positive changes that a community can achieve when nonprofits work at the grassroots level. She feels fortunate to be able to work for an organization that seeks to improve the quality of life for the NESFV.

David Rodriguez

Office and Grants Manager
David’s involvement with PB flourished from the organization’s student development program in 2010. Since then, David has been a committed advocate for PB and its organizational staff. He is proud to service our team and the community that he was raised in.

Andres Rivera

Communications Manager
Andrés RHIPS Rivera is a Graphic Design Strategist. Founder and Creative Director for Street Inc Media a design strategy and digital marketing consultancy. He uses design thinking to surface comprehensive solutions to market business initiatives and communications challenges.

Lupe Ramos-Silva

Development Director

Dora Frietze-Armenta

Project Lead Planner

Gabriel Carrillo

Administrative Assistant