José Larios: Example of Tenacity and Sucess at the Latino Small Business Conference

As part of the Business Conference, it is an honor to highlight the inspiring story of José Larios, owner of El Tikal Market, who has been awarded the Growth and Expansion Award. Since opening his first market in 2012, José has managed to establish four markets in Nebraska, generating more than 40 jobs in three cities. His career is a testament to determination, effort, and the tireless pursuit of the American Dream.

Like many immigrants, José came to Nebraska with big dreams, but he also faced numerous barriers: his immigration status, a limited educational level, lack of English proficiency, and restricted access to capital and banking institutions. In addition, he had no prior experience in the business world in the United States.

However, José had valuable experience acquired in his native country, Guatemala, in the market sector. With a clear vision of opening a market for Guatemalan products in Fremont, Nebraska, he sought the support of the Latino Small Business Development Center (MLCDC). There he received business training and a small loan of $5,000, as he had no collateral or credit history.

Despite difficulties, such as traveling from Chicago to find suppliers and attending classes after long nights of driving, Jose persevered. With the support of the MLCDC, he was able to write his business plan and, in 2012, opened El Tikal Market 1 in Fremont. This market not only offered Central American products, but also incorporated a bakery and restaurant, contributing to its immediate success.

The success of his first market allowed him to expand and open El Tikal Market 2, also in Fremont. His business growth not only strengthened his business, but also helped him obtain permanent residency with the support of the city’s mayor.

In February 2023, José continued his expansion with the opening of El Tikal Market 3 in South Omaha, in a strategic location between 24th and P streets. Identifying the need for fresh tortillas in the community, José established a tortilleria, creating 15 new jobs in just one year.

Most recently, in February 2024, José opened El Tikal Market 4 in Skylard, where he has generated another 4 jobs. His story is a clear example of how tenacity, education, and proper advice can overcome even the most challenging barriers.

For all of the above, José Larios is a well-deserved winner of the Growth and Expansion Award, which will be presented to him at the Small Latino Business Conference on August 17, 2024. His success is a reminder that the American Dream remains attainable for those who are willing to work hard and never give up.