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.