Northgate Gonzalez Markets Ripping Off Eco-Minded Mexicans

northgate.jpgI can never hate Northgate Gonzalez Markets. Its story is one of the great Orange County immigrant success tales, its aisles the first one I remember walking, the hometown of its founders--Jalostotitlán, Jalisco--always fighting for Mexican supremacy in Anaheim against Arandas, Jalisco and my El Cargadero, Jerez, Zacatecas. My mom still does a lot of her shopping there, although no longer for the best bargains--the honor for that is Super King Market in Anaheim, where she shops amongst women in hijabs for most of her Mexican produce and Middle Eastern-derived snacks. And that leads to the purpose of this post.

I went to the Northgate off Fourth Street in SanTana this past weekend, the one that was the sight of a gentrification battle over a decade ago--but that's not the purpose of this post, either. Needed eggs, and was pleasantly surprised to find they stock organic eggs (those produced by chickens fed an all-organic diet). Mexicans, of course, are the original organic foodies in Southern California, but it was nice to know that capitalists think they can make a quick buck off Mexicans in the current health-food craze.

Then I saw the price: $5.29 for a dozen large brown eggs. And that's when I realized that Northgate is ripping its prized clientele off--big time.
Compare Northgate Gonzalez's prices with the similar offer at Fresh & Easy--$3.78. Even at the newish Mother's Market in SanTana, which itself rips off unsuspecting gabachos too scared to go into Northgate Gonzalez or other Mexi-marts and is a pretty expensive place, the priciest dozen organic Grade A brown eggs go for $3.89--and the extra-large brown eggs still sit cheaper than Northgate's eggs at $5.19.

So, Northgate Gonzalez: ¿qué chingado pasa? Your stores make hundreds of millions of dollars in profits every year from the Reconquista--you do have an obligation to help out wabs, especially in the matters of pricing, and especially in the matter of making our obesity-prone raza eat healthier. I'll still love your tiendas, but por favor don't become like that other icon of O.C. Mexican eating entrepeneurship, Taqueria de Anda, and become a big a failed disgrace as Don Papi Pulido.

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14 comments
Freeurmind2k6
Freeurmind2k6

When you say they make millions, are you talking about the owners or the revenue of the chains?

Debbie
Debbie

too bad you poor losers know nothing about the grocery business. are any of you brainiacs aware that northgate gives out free toys to kids every Christmas, at every store? are you aware that Northgate provides tuition reimbursement, free ESL and Cerritos College Courses and Scholarships to it's employees and their dependents? you should practice your spanish if you're so concerned about your "paisanos". You use the word WAB and conmplain about the treatment of Mexicans? The raza? Get Jobs

Brenda
Brenda

For anyone who doesn't have a bank account Northgate is the place to cash your check, plus they have pretty good bolillos and you dont have to bag

Javier
Javier

Well guys I read your thoughts, here are mine, I work at northgate and we do cater to the hispanic croed, but that is not all, tell me in what store now adays will you get the personnal attention you get at our stores, when we are taking over stores from predominantly caucasion clientel.I have been working in other chains the last 20 years, and I nothing but praise for this chain.so come in to any of our stores and see and feel the way you should be treated and not just a number at any other establishment.

frank
frank

As an Italian/Irish gringo marrried to a Veracruzana living in ultra-white bread dove canyon, I try to indulge my wife by shopping there every time I am in the area...

I had Traffic School Saturday, so I got to buy chorizo, costillas, and tuna (cactus) at Northgate-maybe we crossed paths?

On another note-my Veracruzana wife swears the best chorizo in OC (better than Santana) is at all places Bristol Farms...very little fat.

Finally-when are you going to review Villa Roma in Lake Forest-it's the closest thing to Buenos Aires in south OC and the sunday barbecue buffet is to die for....

Gustavo Arellano
Gustavo Arellano

Jimmy: I heard those eggs cure cancer.

Bucket: I used to own a chicken. Every day, I ate a delicious brown egg. Fed her all the corn I could afford.

Bucket
Bucket

I used to hate that bastard with the rooster a block away (which would sing at 4:30 AM every morning), till I started buying eggs off him. They ain't corn fed, they're scraps fed�and the little fuckers are fertile. And they're affordable.

jimmy
jimmy

Mother's most expensive eggs (Frenzs) will set you back over 12 bucks a dozen ($6.09 half a dozen). They're organic, brown, extra large, imported from New Zealand, and must be sprinkled in fairy dust.

Linda
Linda

I don't normally shop at Northgate, tho there's one in Wilmas where I live, but I haven't seen organic eggs when I did go in. I'll have to check to see the price next time, probably similar to Traders.

On another note, the best and a comparable immigrant success story for Latino markets is that of Cardenas, based in Riverside/Moreno Valley area. Funnily the founders are also from Jalisco, and I can honestly say I've had the best pan dulce of my life there.

Gustavo Arellano
Gustavo Arellano

Gabriel: You're lucky to be so close to Super King! Viva the culinary intifada!

Cheeser: Nah, no es racist�es la VERDAD!

Cesar
Cesar

Tru dat, Gustavo, carne asada at any gabacho food chain does't even come close . Come to think of it, even white carne of the blu-eyed type doesn't compare to the 'little brown' type we carry! Damn, that's so rascist of me...

gabriel san roman
gabriel san roman

Super King is the spot! The intifada is cheaper than the reconquista! (as I write snacking on bread and lebni!)

Gustavo Arellano
Gustavo Arellano

Cheeser: But carne asada at Albertson's never quite has the taste!

Cesar
Cesar

Forget the eco-minded, organic huevo-loving paisano tendencies, let's focus on why the Northgates, Super Foods, and Las Carretas of the world offer low cost alternatives (mainly produce): non-union wages. It's bad enough that the raza settles for meager wages (Thank You, Irvine Co!) but to further wither away at an opportunity to a higher rung on the socio-economic ladder is a travesty. Yeah, I'm guilty, too, of patronizing Northgate from time to time but the liberal guilt in me is just too much to take sometimes.

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