VIP Profile: Jose Gonzalez
Story by Aubrey Reynolds
When Jose Gonzalez reflects on his journey, he sees more than just a business owner’s path. He sees the story of a family, a community and the lessons that shaped him along the way. Born in Los Angeles, California, Jose’s story truly began when his parents moved the family to Bowling Green, Kentucky, when he was just two years old. He grew up in local schools—L.C. Curry Elementary, Bowling Green Junior High and Bowling Green High School—before enrolling at Western Kentucky University to pursue a degree in electrical engineering.
That plan shifted when his family opened Mercadito Hispano in May 2000. “I’ve been at Mercadito Hispano since my parents started it,” Jose says. “I’ve remained the only constant for 25 years. Growing up in this unique position isn’t for everyone, but it’s definitely provided insights I wouldn’t understand otherwise.” He witnessed firsthand the challenges and successes of building a business that not only served customers but also became a cornerstone of Bowling Green’s Latino community.
Today, Jose lives in his childhood home with his partner, Reina Johnson and their four dogs. Life in the old house brings its own blend of challenges and laughter as they repair and remodel, often uncovering traces of the past. “It’s interesting working in the home you grew up in,” Jose says. “You get a lot of flashbacks. I can tell Reina funny stories, like how my first black eye was because of a poorly installed bathroom door.”
Jose and Reina’s connection began through community work. He first noticed her at the Fall Fiesta in 2022 where she volunteered. Later, their paths crossed again at the Code Enforcement and Nuisance Board where Jose serves monthly and Reina records sessions. Since then, their partnership has grown both personally and professionally. He often assists her at wedding shoots as a second photographer and even stars in her promotional videos and podcasts. “She’s challenged me as a partner and much of my latest success is because of her operations behind the scenes,” he says gratefully.
While Jose has income through rental properties and merchant services for small businesses, his heart remains with Mercadito Hispano. For him, running the grocery and bakery isn’t just about transactions—it’s about service. “Staying open through inevitable challenges is where the work comes in,” he explains. “Every day offers something new, but you don’t know if it’s going to be good or bad. Either way, you have to maintain a smile and get the job done.”
Jose emphasizes the importance of teamwork, recognizing the value of placing people where their strengths shine. “There’s a reason our bakers don’t run registers,” he says. “Their commitment is to the product. Meanwhile, our front of house is much more acclimated to providing the proper experience at checkout.”
Outside of work, Jose’s passions center on food and fellowship. He loves hosting small gatherings and neighborhood cookouts. “We forget politics for a moment and share culture through food,” he says. For him, offering someone a plate is more than a gesture—it’s a statement of love and care. “Giving someone food is saying, ‘I love you, take this and nourish yourself.’”
That same philosophy inspired one of his proudest professional accomplishments: founding Bowling Green’s Fall Fiesta. Originally intended to raise awareness of the positive economic impact of Latino-owned businesses, the event has blossomed into an annual celebration of cultural diversity. “It’s a great day for participating businesses to present themselves in a unique environment where they help share a piece of who they are,” Jose says. Many of the recipes featured are rooted in family traditions often passed down by grandmothers. “The abuelitas of the world are often responsible for some of the tastiest dishes and it’s a privilege for us to pass on that experience.”
Jose’s professional achievements are impressive but his greatest personal milestone is rooted in reconciliation. After his parents’ divorce when he was 15, he harbored resentment toward his stepfather for many years. “It took me 15 more years to finally have the conversation with him and let go of my anger,” he admits. That moment brought profound growth. “I realized just how much of myself was being consumed by a pointless grudge. Now I remind myself to let others in and to be grateful to people as often as possible.”
One of Jose’s favorite parts of his work is listening to the stories of the people who come through his doors. Mercadito Hispano, located on Woodford Avenue, draws customers from diverse backgrounds each with a story to tell. From a homeless veteran struggling with addiction to a refugee experiencing her first snowfall, Jose treats each person’s story as valuable. “At the end of the day, both are humans worthy of our empathy,” he says. “Expressing love to our neighbors should not be a chore. We can do so much more to bridge the gaps that divide us when we allow the space for conversation.”
As for the future, Jose has big dreams for the bakery. “I’d love for us to have a mobile bake shop someday. Imagine an ice cream truck, but with pan dulce and coffee,” he says with a smile. The idea reflects his ongoing desire to connect with customers from all corners of town. Personally, he’s excited about continuing to build a life with Reina while finding new ways to connect people across communities through his work.
When asked who has influenced him most, Jose doesn’t hesitate. “My mom. She’s been the guiding light in my family for as long as I can remember. She has often been the voice of reason and the helping hand that my aunts and uncles have needed. I greatly admire her selflessness and willingness to live by kindness.”
For Jose Gonzalez, kindness is more than an influence—it’s a way of life. Whether through his family business, his community involvement or a simple cookout with friends, he continues to build bridges one conversation, one plate and one story at a time.
