Activists Visit 4 Suspected Price Gougers

In the first hours after the Jan. 17 earthquake, Alejandra Viveros of Pacoima bought a gallon of milk, a gallon of water, a pack of medium-sized flashlight batteries and a can of tuna fish from a local mini-mart. She paid $24.

Olivia Gonzales paid another local market $23 for two bags of ice, a gallon of water and two packs of batteries.

On Saturday, joined by Father Tom Russ of Mary Immaculate Catholic Church and about 20 other members of a San Fernando Valley activist group called VOICE, the two women went back to the merchants who they say cheated them and demanded that the store owners sign an agreement pledging to charge customers fairly.

“What we’re talking about here are flagrant examples of price gouging right at the time of the earthquake,” Russ said. “This is something that we can’t let pass by. We need to mend our community because this is the kind of thing that tears us apart.”

In a caravan of cars, the members of VOICE, or Valley Organized in Community Efforts, went to four stores where people said they were cheated.

At each of the stores, Russ introduced himself and the group and then asked the owner or manager to listen to the complaint of the disgruntled customer.

Reactions varied. Two shopkeepers denied knowing of any abuse but said they had no problem signing the group’s agreement.

At another Pacoima gas station mini-mart on San Fernando Road, Joseph Sanchez confronted the woman he said tried to charge him $2 a gallon for gas.

“Remember me?” he asked. “I didn’t appreciate being taken advantage of. I told you I’d be back and I am.”

The woman told the group that her computers were not working properly, and were overcharging people. She said she was charging the correct price, which she calculated herself. She added that she would not sign the group’s document without her attorney’s approval.

Group members were resolute, threatening to boycott stores whose operators would not pledge in writing that their prices were fair.