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
STAFF
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.
Adrian Jesus Flores - Office Manager
Adrian was born in El Paso, TX and has lived most of his life in New Mexico. A recent graduate of the University of New Mexico, he majored in Psychology and Business Administration. He currently operates his family’s vegan food truck, donates his time at animal shelters and makes sure his sisters are doing good. He is working on different business models to start a business in a few years. Adrian currently helps with La Planta office duties, including imputing data results from events and coordinating meetings with team or other organizations. He has been volunteering in the vegan movement for the last 8 years.
ADVISORY COMMITTEE
Lilian D. Aguilar, Registered Dietitian, Vegan Bodybuilder
Lilian D. Aguilar is originally from Sonora, Mexico. In 2003 she moved to Las Vegas, NV with her parents and siblings where they currently reside. Lilian graduated from the College of Southern Nevada with an Associate of Science Degree. She is a certified Online Fitness Coach, Personal Trainer, Plant-Based Nutritionist and a Complete Health Improvement Program (CHIP) facilitator. Lilian recently became a Registered Dietitian as well. From a very young age Lilian has had a love and passion for helping animals and for helping others transition to a plant based diet. At the age of 15 she organized a petition around her neighborhood after realizing that the only plant based options were french fries and potato chips and was able to obtain vegan meal options in her high school cafeteria. Now, after 16 years of being vegan she hopes to continue to inspire and help others transition to a healthy plant based lifestyle by spreading awareness of the vegan message.
As a former beauty queen and philanthropist she has had the opportunity to speak up for other topics as well. Lilian has been a spokeswoman for the Women In Need Foundation since 2011 where she has been able to help raise awareness about domestic violence issues and participated in the Christmas For Kids campaign in Shenzhen China’s orphanage for children with disabilities. She was the first latina to win the title of Ms. U.S.A. Globe in 2012 and placed top 15 in the international stage in 2013. Now, Lilian has entered the bodybuilding world to showcase that you can build a fit and firm physique on a vegan diet. Lilian placed fifth in her first NPC Bikini competition in 2017 and she hopes to inspire other athletes to give plants a chance.
Katya Ramirez, Education Coordinator at Animal Equality Mexico, Photographer, Chef & Content Creator for Love Veg Mexico
Katya began her activism for animals in the city of Guadalajara, Jalisco, Mexico 17 years ago. She joined Animal Equality in 2016. Together with a group of volunteers, she has also launched some of the most successful street campaigns advocating for farm animals. With the recipe program, Love Veg Mexico, she has been able to reach thousands of people in her country with authentic Mexican recipes.
Robert Cheeke, New York Times Best Selling Author of The Plant Based Athlete and The Impactful Vegan, Founder Vegan Bodybuilding and Fitness
Robert grew up on a farm in Corvallis, Oregon where he adopted a vegan lifestyle in 1995 at age 15, weighing just 120 pounds. Today he is the author of the books, Vegan Bodybuilding & Fitness, Shred It!, Plant-Based Muscle, the New York Times bestseller, The Plant-Based Athlete, and his latest, The Impactful Vegan, released in 2024. He is often referred to as the “Godfather of Vegan Bodybuilding,” growing the industry from infancy in 2002, to where it is today. As a natural bodybuilding champion, Robert is considered one of VegNews magazine's Most Influential Vegan Athletes. He tours around the world sharing his story of transformation from a skinny farm kid to champion vegan bodybuilder. Robert is the founder of Vegan Bodybuilding & Fitness and VeganBodybuilding.com. He is a regular contributor to Forks Over Knives, The Center for Nutrition Studies, Plant Powered Athlete, Vegan Strong, and No Meat Athlete, is a former multi-sport athlete, and has followed a plant-based diet for more than 29 years. Robert lives in Colorado with his wife, Karen, and rescued Chihuahua, Ellie.