This story is free to read because readers choose to support LAist. If you find value in independent local reporting, make a donation to power our newsroom today.
This is an archival story that predates current editorial management.
This archival content was written, edited, and published prior to LAist's acquisition by its current owner, Southern California Public Radio ("SCPR"). Content, such as language choice and subject matter, in archival articles therefore may not align with SCPR's current editorial standards. To learn more about those standards and why we make this distinction, please click here.
CEO Of Soylent Dumps Big Red Container On Top Of Hill, Annoys Locals
Robert Rhinehart, founder and CEO of Soylent, has annoyed a bunch of people in the Lincoln Heights and Montecito Heights neighborhoods after he'd put a huge, red shipping container on top of a hill, reports Curbed LA.
In case you're not in-the-know with Soylent, it's a kind of space-age version of Ensure. A bottle of Soylent contains soy protein and, according to the company's website, "one-fifth of all essential micronutrients." It's largely pitched to techies and other on-the-go individuals. Is there really a market for it? Apparently there is: in early 2015, the company received $10 million from investors who were looking to jump on the gravy train, according to Business Insider.
This is all to say that Rhinehart has made some money off his product. And, when a parcel of land on a hilltop was being auctioned off, Rhinehart thought "why not?" and dropped $21,300 on it. That piece of land sat on a hilltop that lies between Lincoln Heights and Montecito Heights. Locals have dubbed the hill "Flat Top," and had fought (and won) to keep out developers.
What did Rhinehart want to do with his purchased land? He decided to build an "eco home," which turned out to be a hulking, bright-red shipping container. He portrayed his new toy as an experiment in "sustainable living." He told the Financial Times that he was living out of it, and that it was solar-powered and had no restroom (he uses a porta-potty). He also said that "the area’s still a little rough" and that his house got graffitied.
Not surprisingly, locals weren't too charmed about his makeshift home. They say that it's a huge eye-sore, and that it's been attracting dubious individuals. Also, Rhinehart threw a Fourth of July party at the container and left a huge mess behind. And, on top of everything, city officials say he doesn't have the proper permits.
Sponsored message
Rhinehart couldn't understand why everyone was so peeved. "I feel like I'm living in the movie Brazil," he told Curbed LA. Which is to say he thinks he's living in a totalitarian dystopia where the citizenry aren't allowed to drop giant shipping containers wherever they please.
According to Curbed LA, he eventually relented and said that, at some point, he'll take the shipping container elsewhere.
You come to LAist because you want independent reporting and trustworthy local information. Our newsroom doesn’t answer to shareholders looking to turn a profit. Instead, we answer to you and our connected community. We are free to tell the full truth, to hold power to account without fear or favor, and to follow facts wherever they lead. Our only loyalty is to our audiences and our mission: to inform, engage, and strengthen our community.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Senior Vice President News, Editor in Chief
