We’re excited to introduce you to the always interesting and insightful Tara Punzone. We hope you’ll enjoy our conversation with Tara below.

Hi Tara, thanks for joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

Pura Vita in Italian. Pura Vida in Spanish.
I have visited Costa Rica many times in the past and made a promise to myself that one day I would move there and open a business there. I even had “Pura Vida” tattooed on my wrists!
When it came time to open my restaurant in West Hollywood, I had the idea to change the spelling to make it Italian as constant reminder of the Pura Vida lifestyle, and consistent self encouragement to make my dreams a reality.
I still intend to open in Costa Rica, and given the current state of things in 2025, I am hoping sooner than later!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I am Chef Tara Punzone, an Italian American from New York, who has thrived on a vegan diet for over 35 years. My passion for healthy southern Italian food has been evolving since my childhood when I made the decision to adopt a vegan lifestyle. It was then I began converting all my family’s traditional dishes to vegan versions of the same, without compromise.

I opened Pura Vita West Hollywood in 2018, as the first 100% Plant-Based Italian Restaurant and Wine Bar in the USA! At Pura Vita we have created a unique dining experience that has the ambiance of a New York City wine bar with a traditional menu reflecting the best of Southern Italy. We pride ourselves on using the best organic, sustainable, clean, plant-based ingredients. Additionally, we have many organic gluten-free options so that all guests can enjoy our dishes.

Pura Vita welcomes everyone to come and enjoy our incredible plant-based Italian dishes, natural and biodynamic wines, organic cocktails and charming ambiance.

AWARD WINNING 100% PLANT BASED ITALIAN RESTAURANT

Winner of National Veggie Awards for “BEST ITALIAN RESTAURANT” in the country by VegNews Magazine 3 years in a row 2021, 2022, 2023.

Winner of National Award for “CHEF OF THE YEAR” by VegOut Magazine.

Winner of Easy Reader’s Best of the Beach “Best Vegan Restaurant” 2022 and 2023

Have you ever had to pivot?

My Grandfather and Grandmother owned a wildly popular Hero (Italian sandwich) shop in Brooklyn. It was so popular he had security on staff to limit the number of people entering at a time! He was my hero and inspiration for everything I am. However, my father, seriously discouraged me from ever working in the restaurant industry as our family was not available for anything outside of the business. My father wanted me to travel and be free and not tied to a restaurant,. I listen and went to art school. I earned an MFA in Fine Art from the School of Visual Arts in NYC. I worked as a professional photographer for many years but never felt truly satisfied. One day, after a series of interesting events that we can save for another time, I decided I absolutely needed to be in the kitchen. I gave up my career and found a job as a line cook in a prestigious NYC restaurant. The rest is history. That was the best decision I have ever made!

Can you share a story from your journey that illustrates your resilience?

One and a half years after opening Pura Vita, Covid hit. I was terrified that that was the end. How could we survive in a world where people are not allowed to enter into the restaurant? It seemed impossible. However, we had gathered such a wonderful group of supporters that they continued to come day in and day out. They ordered their pasta and sat ousted on the sidewalk and ate. They never gave up. We never gave up. It was then I realized we had built something incredibly special.

Contact Info:

• Website: https://www.puravitalosangeles.com
• Instagram: @puravita_la @cheftarapunzone
• Facebook: PuraVitaLosAngeles

Image Credits

Photo by Heidi Calvert (portrait of me)
Food photo by Oliver Barth