Paraiso Tropical Latin Market celebrates 34 years
An invaluable source for Latino food products continues to grow
CONSTANCE BRISSENDEN
Thirty-four years ago, a brave immigrant couple, Alba Gonzales Rivas and husband Jesus Gonzales Sr., saw a need in Edmonton. After arriving from El Salvador in the mid-1980s, they found it difficult to access food-related products from Central and South America. The couple’s decision to open Paraiso Tropical Latin Market proved challenging, but ultimately a wise one.
In 1990, Edmonton was a city of 605,538 residents, of which only a handful were Latinos. By 2021, the Latino population was almost 20,000 and continues to grow. Today, the Gonzales family own two stores — one on 118 Avenue, and the other on the South side. While working seven days a week, they raised two children to know their cultural traditions. Today, son Jesus Gonzales Jr. is proud president of the business.
I was with a group of seniors from Alberta Avenue Community League who decided to explore the 118 Avenue outlet. Many had been there only once or twice before. We hustled down various aisles, finding the store was crammed with goods.
A steady stream of shoppers entered. “Lunch hour and after-work are our busy times,” said assistant manager Glenda Avalos. Tasty hot food is available seven days a week. The store’s own tender corn sweet tamale is joined by Mexican, Salvadoran, and Colombian styles. They sell five kinds of empanadas and dishes such as Mexican pozole soup and Yuca Frita.
Check Paraiso’s website for the full mouth-watering menu.
Displayed on one wall are spices and seasonings, teas, and dried products such as chili peppers. The choice is tempting, and complete.
While basic dishes are much the same from country to country, Avalos explained that spices or seasonings will be different. El Salvador, Mexico, Dominican Republic, and Brazil are just four of the countries that are represented in the store.
Paraiso carries corn tamales eaten hot with cream for breakfast in El Salvador. Other countries use other toppings, also available here. “They are similar, but not the same,” says Avalos. “Every country has definite flavours that express the richness of our cultures.”
Five-pound tins of hot and spicy menudo, nachos, and Mexican style and purple hominy are examples of family-sized groceries piled high along an aisle. The array is dazzling.
For Alberta Avenue Community League senior Marie Schurko, her visit to Paraiso was rewarding. As she paid for a large bag of coloured mini marshmallows, she had a big smile on her face. “These coloured ones are really hard to find,” she said. “I’ve been looking for them to make treats for my grandchildren.”
Seniors group volunteer coordinator Carol Brooks chose a package of Mexican conchas, four sweet buns destined for her husband Jordan. “He’s at home with a broken ankle and will really enjoy these,” she said.
Jesus Gonzales Jr. is passionate about the family business. “We aim to continue to provide the best quality available. We also provide services such as home delivery, catering for parties, and seasonal products.”
Success will soon force the 118 Avenue store to move out of its now overflowing quarters. They are planning to shift to a bigger space sometime this summer. “We will stay close to this welcoming neighborhood,” Gonzales Jr. promises.
Now is a good time to visit Paraiso Tropical and celebrate with them. Explore and enjoy this vital link to Latino food and culture.
Locations:
Paraiso Tropical 34th Anniversary Thursday, April 24 from 11 am to 5 pm. Five per cent off storewide, plus special combo, promotions, Latino music & more.
Paraiso Latin Market North, 9136 118 Ave, 780 479 6000
Paraiso Market South, 6926 104 St, 780 705 9711
Check the website paraisotropical.ca for specials like Tropical Tuesdays offering 15 per cent off.
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Absolutely love this place. I hope they don't move too far away!