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Grassroots Opposition to Measure Z Grows in Final Days

Grassroots Opposition to Measure Z Grows in Final Days

From restaurants to convenience stores to the local movie theater, small businesses oppose tax measure that will negatively impact customers and employees 

SANTA CRUZ, Calif. – More than 30 local businesses in Santa Cruz have joined the fight against Measure Z, adding their voices to the growing coalition opposed to the city’s proposed beverage tax ahead of Tuesday’s vote.

From neighborhood markets to family-owned restaurants, these establishments already face rising costs and economic uncertainty, and understand the devastating impact this tax could have on their customers and employees alike.They say Measure Z would force them to raise prices, cut jobs, or even close their doors, impacting not only their community but their livelihoods.

Said Gerardo Gonzalez, owner of Taqueria Agave: “Measure Z would force price hikes on my customers at a time when so many in Santa Cruz are struggling with inflation. There’s only so much people can take before they start eating elsewhere. Small businesses like mine are the heart of this community and we must do everything we can to protect them. Vote No on Z.”

Said Mark Pike, manager of Santa Cruz Cinema: “Measure Z would force our moviegoers to spend even more when the cost of food and drinks is high enough as it is. We shouldn’t make a night out at the movies something only the wealthy can afford. Vote No on Z to allow businesses like ours to thrive.”

Said Carina Moreno, owner of Tacos Morenos: “My taqueria serves customers who are wealthy, poor, and everywhere in between. Santa Cruz should vote No on Z to make sure everyone who lives here can stay afloat and continue eating at the restaurants they love without paying an arm and a leg. At some point, enough is enough.”

The following businesses stand in opposition to Measure Z:

  • Arslan's Turkish Street Food
  • APCO Gasoline
  • Callahan's
  • Daisuki Octagon Sushi
  • Day’s Market Liquor and Deli
  • El Jardin Restaurant
  • Ernie's Liquor
  • Ferrell's Donut House
  • Front and Cooper
  • Liliana's Italian Kitchen
  • Los Pinos Restaurant
  • Los Viejones Taco Truck
  • Lloyds Liquor
  • Lupulo
  • MG Sushi
  • Mission Liquors
  • Mozaic
  • Nahna Eritrean Foods
  • Oyuki Sushi & Peruvian Cuisine
  • Pana
  • Pho House
  • River Cafe
  • Sampa Brazilian Kitchen
  • Santa Cruz Cinema
  • Tacos Morenos
  • Taqueria Agave
  • Tam’s Chinese Cuisine
  • The Crêpe Place
  • The Hidden Fortress Caffe Roasting LLC
  • The Grog Shop
  • The Real Taco
  • The Redroom
  • Veg on the Edge

These businesses join labor unions such as United Food and Commercial Workers Local 5, Teamsters Joint Council 7, and Teamsters Local 853 in addition to prominent statewide organizations representing local businesses including the CalChamber, California Grocers Association, the California Restaurant Association, the California Retailers Association, the California Asian Chamber of Commerce and the California Hispanic Chambers of Commerce in opposition to this harmful tax. Earlier this month, the Santa Cruz Sentinel also came out in opposition to Measure Z.

For more information on the coalition, please visit: www.keepscaffordable.com.

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