When Jesús González reflects on the story of Northgate González Market, he doesn’t talk first about sales figures or square footage. He talks about family and faith.
“Two things have always guided us,” he said. “From my father, we learned hard work. From my mother, we learned faith and unity. Those are still the values that drive the company today.”
Those values are more than sentiment. They have shaped the strategic and cultural foundation of one of Southern California’s most influential Hispanic-owned grocery chains – a 45-year-old company that has grown from a small market in Anaheim to a network of 45 supermarkets across the region. Now, as the next generation of leaders steps forward, Northgate is proving that the same principles that launched the business can sustain it for the next half-century.
Passing of the torch
This milestone year also marks a leadership transition. Thirteen siblings have long shared ownership of the company, but several are entering new phases of their careers.
Jesús now serves as co-president with his brother, Oscar. Jesús took over the role in the Office of the President that formerly was held by their brother, Miguel, who has moved out of his day-to-day role at the company.
“I didn’t expect it,” said Jesús. “When Miguel and Oscar talked to me about the role, I told them I was happy where I was as VP of operations. But if the company needed me, I’d do whatever was asked. That’s what we’ve always done – whatever the company needs.”
The appointment was finalized this summer after a brief transition period — “I’m still on my 90-day probation,” he joked — but his experience running operations made the move seamless.
“It’s a different level of responsibility,” he said, “but not a whole lot different from what I was already doing.”
That humility is a hallmark of the González leadership style. The company’s strength, Jesús said, lies in shared ownership and shared accountability.
“Every big decision, from buying a store to expanding, has always been made by a vote of all 13 owners. The majority wins, and once the decision is made, we all get behind it.”
Growing up in the business
The González story is now the stuff of Southern California retail legend. Father Don Miguel, along with his son, Miguel, mortgaged their home to buy that first store. That space is where Northgate González Market took root, serving the growing Latino community with authentic products and a deep commitment to service.
“We started with no experience in groceries,” Jesús recalled. “But we learned fast.”
Over the decades, that learning curve turned into an expanding footprint. Their now 45 stores opened over 45 years is a testament to persistence, partnership and purpose.
Today, Northgate’s identity is inseparable from its family roots. Weekly Wednesday meetings bring the 13 siblings together to discuss strategy. They also share lunch at company headquarters.
“Once the meeting is done, we eat together,” Jesús said. “That’s important. It keeps us close.”
Even the family ranch remains part of the company’s culture, serving as a gathering place for celebrations and informal conversations.
“We’ve been going there every week for more than 30 years,” he said. “It’s where we reconnect.”
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His G3 legacy
The company’s third generation, or G3, is increasingly stepping into leadership roles. Of the 53 founders’ grandchildren, about 35 are working in the business, and many hold key management positions.
González’s own children are part of that wave. His daughter, Lizette, works in human resources as a talent acquisition leader, while his son, José Miguel, contributes to the IT department while pursuing his master’s degree. His other daughter, Paulina, has chosen a different career path, cosmetology.
Bringing in the next generation has created opportunities and challenges.
“Our kids grew up with more privilege than we did,” he acknowledged. “We came from nothing. They’ve grown up with the company already established. So part of our job is making sure they understand the values – the hard work, the unity, the humility – that got us here.”
His brother, Miguel, once described the family dynamic with a memorable line that Jesús still quotes: “In a family business, it’s like marriage, except there’s no divorce. We have to learn to work together, even when we don’t see things the same way.”
Beyond family: ‘homegrown’ leaders
While family participation remains central, Northgate has also cultivated an impressive group of non-family executives who began in entry-level positions. Many now hold VP roles.
“We have a lot of homegrown leaders who are hungry to grow,” Jesús said. “That’s a good problem to have.”
This combination of family stewardship and professional management has positioned Northgate as one of the most admired regional operators in the grocery industry. It has also allowed the company to maintain a consistent identity while innovating in store design, merchandising and community engagement.
Road to 100 years
As part of its 45th anniversary planning, Northgate González Market’s leadership has begun articulating what it calls the “100-year vision.” The near-term goal is clear – grow from 45 to 70 stores within the next six to seven years, reaching at least 50 by 2030.
Expansion will come primarily through organic growth, though Jesús said the company is open to acquisition opportunities that align with its culture and markets.
The current distribution center can support about 10-15 more stores, but additional capacity will eventually be needed.
“We know we’ll have to revisit our distribution strategy as we grow,” he said.
Future expansion likely will move beyond California.
“We’ve looked at Las Vegas, Arizona, Texas, different states,” Jesús confirmed. “Las Vegas we could handle from our current warehouse. Arizona might require some adjustments, but we’ve operated there before, so we know what it takes.”
That confidence stems from Northgate’s distinctive model: blending fresh, high-quality products with a sense of cultural authenticity. “Even if we go to another state,” Jesús said, “we don’t have to change how we do business. As long as we stay true to our service model, we can succeed anywhere.”
Mercado and the next retail frontier
Northgate González Market’s Mercado concept store in Costa Mesa that opened a couple of years ago has become a showcase for what that future might look like – an immersive shopping and dining experience that elevates the traditional supermarket into a community marketplace.
“We’re making sure this first Mercado succeeds,” Jesús said. “It’s going to be one of our main engines for growth.”
That success hasn’t come without challenges – chief among them parking.
“We knew parking would be tight,” Jesús said. “We planned ahead, but it’s still hard to execute when associates arrive just a few minutes before their shifts.”
In typical Northgate fashion, the company responded creatively – renting additional lots, arranging shuttle service for employees and reimbursing workers who use rideshare services to get to work.
Despite those hurdles, the Costa Mesa Mercado has drawn widespread attention, and imitation.
“We’ve had visitors from New York, Texas, everywhere,” he said. “People want to see what we’ve done. But whoever gets there first has the advantage, and we’re first.”
Staying true to mission
For Jesús, the company’s longevity depends on keeping its original purpose in sight.
“We have a differentiated platform, and we know what makes us special,” he said. “If we stay focused on freshness, quality and service – and keep our unity as a family – the next 45 years will take care of themselves.”
From that first small Anaheim grocery to a multigenerational enterprise with national ambitions, Northgate González Market continues to embody what makes family business both challenging and extraordinary: deep roots, shared vision and faith in the future.