Last week, Tugboat Institute® members gathered in Anaheim, California for our Tugboat Institute Fall Exemplar Visit at Northgate Market to learn from Tugboat Institute member Oscar Gonzalez, his family, and his team. Over the course of two and a half days, we were immersed in an extraordinary story of perseverance, adaptation, growth, and community service, all rooted in its founder’s values, family ownership, and People First culture.

Founded in 1980 by Don Miguel Gonzalez Jimenez, Northgate Market began as a single neighborhood grocery store serving the Mexican community. Over four decades later, it has grown into one of Southern California’s most beloved regional grocers, an entrepreneurial success story built on authentic Mexican fresh foods. Under the leadership of co-CEO and second-generation leader Oscar Gonzalez who is the youngest of thirteen siblings, Northgate Market has grown and adapted, most recently introducing Mercado Gonzalez, a dynamic Mexican culinary and grocery destination.

As is customary for this event, we kicked the week off with a fireside chat with Dave Whorton, CEO of Tugboat Institute, and Oscar Gonzalez at Northgate’s headquarters. The conversation offered a candid look into Oscar’s journey as a leader, and the story of his family’s immigration to the United States, the early founding of Northgate Market, and its evolution into a thriving, multi-generational family enterprise. They spoke about the family’s enduring Purpose, the faith and values that have guided their decisions, and the lessons learned in growing the business, all of which have earned Northgate the enduring trust and love of its community. From there, Miguel and Jesus Gonzalez shared more in-depth stories from the early days, reflected on their father’s dedication to people, fair prices, and customer service excellence, and revealed how their mother served as the unrelenting glue for the family accepting no riffs between any of them.

Next, Sergio Gonzalez and Mike Hendry discussed the evolution of the grocery experience, sharing how Northgate has navigated the challenges of competing in the crowded Southern California grocery market space. They reflected on the company’s “great reset,” when they chose to redirect away from becoming a more general merchandised grocer to one doubling down on their authentic Mexican prepared foods and experiences. By committing to being the most authentic Mexican grocer they could be they found a renewed sense of Purpose and Pragmatic Innovation, and success beyond their traditional core customers, attracting the new segments of bilingual/bicultural and non-Hispanic food explorers.

The afternoon’s focus turned to more Pragmatic Innovation, as Joshua Gonzalez, Manuel Gonzalez, Tom Herman, and Oscar Gonzalez, dug deeper into the Mercado Gonzalez story and concept. Inspired by the vibrant markets of Mexico and delicious foods prepared in all regions of that country, they introduced the Mercado in the past year. Knowing we would tour the Mercado that evening, they teased us with an inside look at how it came to life, from its interior designs and remarkable culinary diversity to the way it celebrates its Mexican heritage through exceptional customer experiences.

The final presentation of the day came from Reyna Prieto, Lizette Gonzalez, and Evelyn Gonzalez, who shared how the Evergreen® principle of People First comes to life throughout Northgate. Through their stories, they illustrated how People First “is in our DNA…it’s who we are.” They shared they hire for character and dedicate significant time and resources to the education and training of their associates and their future leaders with the belief there are so many “diamonds in the rough” to be elevated through their work at Northgate. Whether part of the Gonzalez family by blood or by employment, every associate is embraced as part of the Northgate family. And, contrary to common business practices, the Gonzales family strongly encourages that associates recommend their qualified family members for employment, with examples of multi-generational families working side-by-side at Northgate.

We ended the day of talks by engaging in lively roundtable discussions, which allowed members to process and share insights from the day. The energy in the room was electric, and we sensed a tremendous level of curiosity and gratitude for all the day offered.

Later that evening, our group traveled to the Mercado for a lively evening of delicious food, storytelling, tours, and entertainment. As we entered the expansive, light-filled building, we were greeted by the aroma of freshly made churros and tortillas, the rhythm of live music, shoppers of all backgrounds, and the colorful murals of Mexican artists. The Mercado’s aisles were stocked with Mexican products, beautiful fresh produce and meats, and food stalls teemed with freshly made Mexican specialties from ceviche to tacos to aguas frescas. It was an evening that perfectly captured the heart of Northgate: vibrant, warm, welcoming, beautifully designed, and full of flavors.

The following morning began with a session led by David Kuykendall and Isaac Bolanos, who spoke about the family’s commitment to remaining Private and the discipline required–from their carefully thought out governance structures (thousands of hours invested), to the selection and development of next generation leaders for their boards and family council trust, to the various ways they encourage family harmony. Next, Teresa Blanco, Moises Gonzalez, and Oscar Gonzalez shared how the spirit of Juntos (togetherness) informs Northgate’s commitments to the community. With their deep understanding and close connection to lower income customers, they multiplied their impact by partnering with over a hundred other organizations through their HUB to improve health outcomes for those in need. Oscar emphasized that there was no grand plan, their philanthropy was simply a natural extension of who they were, going back to his father’s practice of offering shoes on credit for those in need.

Then, Joshua Gonzalez, Alexandra Bolanos, and Tom Herman led an engaging brand constitution workshop, offering members a behind-the-scenes look at how Northgate has woven Purpose, values, strategy, and practices into a cohesive brand framework that reflects their brand’s soul. One particularly memorable part of their constitution was a list of “brand felonies,” to make clear to family and associates what can never happen at Northgate Market. Finally, we finished the day with a Q&A facilitated by Dave Whorton, where Oscar candidly and generously answered questions about business, family, market changes, innovations, and the future. Oscar offered a reflective, teary close after two days of this extraordinary experience when answering the question “what would Don Miguel think if he was alive today to see all of this?”

That evening, we gathered for a sunset cruise in the Newport Harbor, followed by an intimate dinner. As the sun dipped below the horizon, Tugboat Institute members took turns expressing deep gratitude to Oscar for hosting the event, and for the kindness, trust, and inspiration offered by their peers.

We departed Anaheim energized, inspired, and profoundly grateful for the Gonzalez family’s generosity, and for the chance to experience an Evergreen business deeply rooted in Purpose, values, family, Mexican culture, and community. Northgate Market stands as a powerful example of what it means to be an Evergreen company.