Fresh Fruits, Big Dreams: How ICON Helped CesarGrow His Business
Entrepreneurship often begins with passion, perseverance, and a vision for something bigger. For Cesar Bahena, that vision started with a family tradition of selling fresh fruits and has continued to grow with the support of ICON CDC - South Valley BusinessSource Center (BSC). Cesar comes from a family deeply rooted in the fruit vending industry. Building on years of experience, he launched his own fruit vending business offering a variety of fresh, seasonal, and exotic fruits. His home base business is located in Los Angeles. His satellite stand features favorites such as bananas available year-round, seasonal pomegranates, freshly chopped fruit cups, vegetables, and peanuts. Cesar’s strong knowledge of purchasing strategies and competitive pricing has helped him provide high-quality products while keeping prices accessible for the community. In November 2024, Cesar connected with the ICON South Valley BSC to take the next step in growing his business.
Through an initial needs assessment, ICON advisors identified key areas of support, including permits and licenses, business registration, and access to capital. Cesar then enrolled in the SEED Program, a four-week training designed to help entrepreneurs strengthen and expand their street food vending operations. With guidance from ICON’s BusinessSource Center specialists, Cesar completed the program and received assistance preparing the documentation required for the SEED grant. ICON advisors worked closely with him to organize financial records, develop a business plan with detailed projections, and compile all necessary documents for his grant application. Beyond funding preparation, ICON also provided hands-on technical assistance to help Cesar establish his business legally. Advisors supported him with obtaining his Business Tax Registration Certificate (BTRC), securing his Seller’s Permit, and understanding the requirements needed to operate and grow compliantly.
As Cesar’s business continued to grow, ICON remained by his side. Advisors provided additional guidance on employee compliance as he prepared to hire staff during the busy summer season. In July 2025, Cesar successfully hired his first employee to assist with increased sales during the Fourth of July rush — a major milestone for his business. Like many small business owners, Cesar has faced challenges, including rising costs of goods and economic uncertainty. Despite these obstacles, he has remained resilient and committed to his business and his customers. Today, his fruit business continues to serve the community while he works toward his long-term goal of expanding into wholesaling fresh fruits to markets and retailers. Cesar’s story is a powerful example of how dedication, family tradition, and the right support can help local entrepreneurs thrive. With continued guidance from ICON South Valley BSC, he is building a stronger future for his business and contributing to the local economy. The business is located in Council District 8. Support a local small business and stop by Cesar’s fruit shop!
Visit his satellite location at:
7223 Compton Ave
Los Angeles, CA 90001
