BY HERNANDO RAMREZ-SANTOS C sar Gonzlezs story reflects the spirit that has propelled Vallarta Supermarkets for nearly four deca- des. His career, marked by hard work and discipline, now places him at the helm of the chains most ambitious project: expan- ding beyond California with the opening of its first store in Glendale, Arizona, on January 14, 2026. The Glendale store launches a broader growth plan in Arizona. We plan to open between 10 and 15 stores over the next ten years, said Csar Gonzlez, Glendale store owner and CEO of the Pacoima office, in an interview with Revista Abasto. Vallarta Supermarkets Expands Its Reach: First Arizona Store Drives Expansion From Carts to Executive Leadership Csar is part of the second generation of the founding family. He is the son of Luis Gonzlez, one of five brothers who built the company from a small family dream. Like many of his cousins, he started at the bottom. I began by collecting carts, bagging groceries... sweeping, cleaning ba- throoms. That experience gave him a ground-up understanding of opera- tions and a deep appreciation for the team. He then rotated through multiple departments, learning every operation and understanding the importance of working alongside staff. This journey led to higher-level roles: store director, district manager, category manage- ment lead, and operations director. To- day, he runs the Pacoima office as CEO. For him, this path is not exceptional. It is how the family has taught him to value the business and maintain close ties with employees. Csar Gonzlez leads the chains entry into Glendale and marks the beginning of strategic growth outside California We walked through the Glendale community to speak with suppliers and residents... we saw the potential Csar Gonzlez 58 Enero | Febrero 2026 abasto.com FOOD INDUSTRY