64 January | February 2026 abasto.com BY HERNANDO RAMREZ-SANTOS I n the Gonzlez family, leadership isnt improvised. It is built throu- gh hard work, straightforward de- cisions, and a deep respect for ones roots. Jess and scar Gonzlez, two central figures in the evolution of Nor- thgate Gonzlez Markets, are leading a new chapter that will shape the future of one of Californias most influential Hispanic supermarket chains. Jess Gonzlez: from Jack of All Trades to Co- President Jess Gonzlez recalls his early days without sentimentality: cleaning, working in the butcher and grocery sections, stocking shelveswhate- ver was needed. At just 16, while fi- nishing high school, he was already part of the family business engine. I had to do everything... I was like the jack of all trades, he says plainly. At 18, he began taking on more responsibilities, and in 1993, he ope- ned his first store in Santa Ana with the support of his brother Vctor. That step led him to the purchasing department, where his commercial intuition helped introduce Mexican brands that now dominate shelves across Southern California. Bimbo, Topo Chico, and La Moderna found their gateway into the U.S. market That ongoing learning shaped the executive who later headed the dis- tribution center, led purchasing, and cemented his role in operations be- fore receiving the most serious pro- posal of his career: to replace Miguel Gonzlez Reynoso as co-president. His first instinct was to make room for the third generation. Still, he ac- cepted out of duty and family respect. If they think I can contribute, here I am, he says with the humility of so- meone who never asked for a title. His leadership style is as clear as he is: I like to say things as they are. He speaks directly but listens. He belie- ves in convincing, not winning. And he keeps family life out of the chaos of the business, a discipline he rigo- rously practices. For us, the most important thing is maintaining the concept of the authentic Mexican food experience. Jess Gonzlez The Brothers Leading the Next Major Chapter of Northgate Gonzlez Markets through Northgate thanks to his di- rect, no-nonsense vision. His career wasnt without setbac- ks. He never forgot the Monterrey diapers he bet would be a sure suc- cess, only to see them stall on the shelves. The lesson stayed with him: When it comes to children, the cus- tomer wont risk a new product. He says it as someone acknowledging a necessary wound. Continues on page 66 FOOD INDUSTRY