How Jesus Gonzales is Creating Community One Cultural Dish at a Time
“We want people to walk in and experience something … not just shop.”
If you’ve ever driven past Paraiso Tropical, chances are you’ve noticed it.
In a city known for muted tones and beige buildings, Paraiso stands out with its bold, colourful, and full of life storefront on Gateway Boulevard and soon to be on Manchester Square. It’s the kind of place that makes you curious. What is this? What stories live inside those walls?
For Jesus Gonzalez, President of Paraiso Tropical, that curiosity is exactly the point.
A Legacy Rooted in Family and Food
Paraiso Tropical began in 1991, founded by Jesus’s parents after immigrating to Canada from El Salvador. What started as a small Salvadoran import store grew organically. Slowly expanding country by country, flavour by flavour, until it became one of Western Canada’s earliest Latin food markets.
Today, Paraiso offers products from Central and South America and the Caribbean, alongside freshly prepared foods made in-store, full of dishes you’d normally only find back home.
“Food is culture. There are stories behind every dish. That’s where everything starts.”
Growing up in the business, Jesus watched the amount of effort and sacrifice his parents dedicated to making it successful. Now, Jesus leads Paraiso with deep respect for the legacy his parents built, paired with a vision to expand and share that legacy with the broader Edmonton community. Because let’s be honest… who doesn’t love Hispanic food?
Curiosity, Vision, and Growth
Grocery is not an easy industry. Margins are thin, and the work is constant. So naturally, there are days, Jesus admits, where the weight of it all makes him question why he keeps going.
But then the reminders come.
“I’ve seen it grow. And so I’m invested in that. And that my success is like when people say, oh, I love your story. I walk into your store. I’ve tried your food. That’s the why. It’s like that great feeling you get. It’s like you’re doing something right.”
Thirty-four years later, Paraiso continues to grow through persistence, resilience, and a clear vision: to create an experience where Edmontonians can taste incredible Hispanic food and soon, experience it firsthand through cooking classes at their newest location in Manchester Square.
But growth in a business that’s existed for over three decades is no easy task. The secret? Jesus’ curiosity. He’s the first to admit he doesn’t know everything, and that openness is exactly what keeps Paraiso evolving.
“Admitting to the fact that you don’t know things… is all right.”
From studying grocery concepts around the world to listening closely to customer feedback, Jesus treats curiosity as a strategic advantage. Even criticism is welcomed, especially in food.
It’s a mindset that has helped Paraiso reach new generations of customers while staying grounded in its roots.
From Storefront to Community Hub
Paraiso’s next chapter is its most ambitious yet.
The relocated North store at Manchester Square will bring Jesus’s long-term vision to life: Transforming the space into a cultural hub where food, learning, and connection meet.
The new concept will include, and is not limited to:
- An expanded hot food and takeout experience
- A bakery element
- Seating where guests can eat and linger
- Cooking classes where people can learn authentic dishes firsthand
“I want people to see how the food is made. To learn. To experience it.”
Because to Jesus, it’s not just about selling ingredients, it’s also about sharing culture.
As the business grows, Jesus is intentional about maintaining its sense of belonging. He credits his team, and his willingness to learn from them, as essential to that effort.
“Leadership is constant learning. My team teaches me how to be better.”
Being part of RCLF has also played a role in shaping how he leads, offering a space to learn from other entrepreneurs who understand the complexity of growth, culture, and people.
Failure Is Formative
When asked what advice he’d give other Edmonton business leaders, Jesus didn’t hesitate.
“Failure is formative.”
Setbacks are inevitable and necessary. They shape better decisions, stronger teams, and more resilient businesses.
“Our business has had many failures. And they’re the reason we’ve also been successful.”
Jesus Gonzalez’s story is a reminder that businesses can be both successful and soulful. That growth doesn’t have to come at the cost of culture. And that food, when shared with intention, has the power to build community.
At RCLF, we’re proud to highlight entrepreneurs like Jesus, leaders who honour their roots, lead with curiosity, and use their platforms to bring people together. His work reminds us that entrepreneurship isn’t just about building companies, but it’s also about building places where people feel they belong.
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