Jennifer Goldberg founded the Dallas Food Truck Association with her husband Benjamin. Prior to establishing DALFTA, she led a successful career in managing events for companies such as Andreessen Horowitz and Google. She had a front-row seat to the struggles of street vendors from permitting to event booking and saw an opportunity for efficiency, advocacy, and change. Her goal has been to create diverse revenue streams for food truck owners, while also being their voice for support from local government.

Ben Goldberg had previously owned his own successful food truck, The Frying Dutchmen, which gave him first-hand experience with the struggles of street vendors. After seeing how few resources there were for food truck operators, he co-founded DALFTA with the intention of creating an organization that would work to change the industry for the better. Ben understands the laws and regulations that make owning a successful Food Truck a challenge and dedicates his time to advocating for change within the industry.