Roberto Ramirez’s ongoing struggle with Jurupa Valley City Hall is just one example of the challenges that small businesses are facing in our community. Mayor Willy Silva portrays himself as a small business owner, implying that he understands the difficulties these businesses experience and promotes his ability to help them succeed. However, Roberto’s experience tells a different story—one where local government falls short in providing the meaningful support small business owners desperately need.
As President of the Jurupa Valley Chamber of Commerce, I made it a priority to personally reach out to new members, offering whatever assistance I or my office could provide. In my experience, it is always the small, family-run “Mom & Pop” businesses that encounter the most challenges. Large corporations and franchises have the advantage of paid staff who are able to fast-track permits and navigate regulatory obstacles, easing the burdens that entrepreneurs like Roberto face alone.
What Mayor Silva and other city leaders must recognize is that our family-owned businesses are special. They are deeply rooted in the community, and if we don’t care for them with the respect they deserve, we risk losing what makes Jurupa Valley unique. Pedley Vet Tack & Feed Supply isn’t just a business—it’s a cornerstone of our equestrian community. If it were forced to close, it’s unlikely that a replacement would emerge, further threatening the lifestyle that many residents hold dear.
The council frequently speaks of valuing our equestrian heritage, but actions speak louder than words. Losing Pedley Vet would be a devastating blow to that identity, and it’s time we honor the legacy of this city by ensuring that family-owned businesses receive the care and consideration they deserve. It’s not enough to pretend we care for the values of this city—we must act on those values by standing with the small businesses that help preserve them.
Our local businesses, like Roberto’s, represent the soul of Jurupa Valley. It’s time for leadership that truly understands that supporting these businesses is not just about economics—it’s about protecting the community we all love.
Council Member Leslie Altamirano’s Response
In response to the concerns raised, Council Member Leslie Altamirano has clarified that both she and Mayor Willy Silva have made efforts to assist Roberto Ramirez in navigating the code enforcement issues. Leslie also mentioned that multiple offers were made to guide him through the compliance process, but she noted that Ramirez has not responded or taken the opportunity to connect with city officials.
Leslie emphasized the importance of ensuring fair and consistent application of the permitting process for all businesses, stating that exceptions cannot be made. She also noted that the code violations on the property predate city incorporation, and Mr. Ramirez is aware of what is required to bring his business into compliance.
She also expressed disappointment that Ramirez’s council representative has not actively engaged to support his business and reiterated that her door remains open for further discussion.
