El Potrero Market
“First, I want to thank God for everything, and I want to thank this country for giving me the opportunity to make my dream come true with my family.” That gratitude sits at the heart of El Potrero Market, the family business Ángel Juárez built through hard work, risk, and a clear sense of purpose.
Ángel grew up in Puebla, Mexico, one of eight children, helping his father on the family’s land. At fifteen, he made the decision to leave home - the first of his siblings to do so - traveling to Los Angeles with an uncle in 1988. He wanted more for his future and to support his family back in Mexico. He arrived with a goal to one day own a market. In Los Angeles, he started with a grocery cart, selling fruit and saving what he could. During that time, Ángel met and married Marcela. She remained in Mexico while he worked to provide for her and their growing family. When the time was right, and with encouragement from a cousin, Ángel moved to Salt Lake City, believing it would offer a better life. Marcela joined him in Utah, and together they began again, this time at the outdoor swap meet, selling elotes, Mexican sweets, toys, and produce. They sourced locally when they could and traveled to California for other items. Every dollar was saved toward something bigger.
That opportunity came when Ángel was offered a small market space in Midvale. It was not in great condition, but it was his start. From 2005 to 2016, the family ran that first store. In 2016, they purchased their current building, and in 2017, they opened a second location in Kearns. The growth was steady and hard-earned. Marcela played a central role in building the business. Her support, alongside Ángel’s determination, shaped what the market would become. Though she passed away a few years ago, her presence remains deeply felt in the way the family works together today.
All four children grew up in the business. Omar, born in 1987, remembers coming straight from school to help. “I was sweeping floors, taking out cardboard, and doing whatever small jobs needed to be done.” He started around eight years old, earning five or ten dollars at a time. Soccer filled his free time, but the store was always part of his routine. After briefly considering a different path, he chose to return and now helps lead the Midvale location.
Sharay, born in 2000, remembers the store as something much bigger as a child, filled with candy, drinks, and shelves that felt endless. She studied at Salt Lake Community College and later at the University of Utah, shifting her focus to marketing. Today, she leads social media and marketing efforts and is based primarily at the Kearns location.
Joanna, born in 2005, and Alan, born in 2007, packaged dried chili peppers in the back of the store while watching movies. Joanna laughs about sneaking out to grab candy before heading back. She chose to come straight into the business after high school and now helps manage daily operations in Midvale.
Alan, currently studying business administration at the University of Utah, has focused on growth and improvement. He has led projects to expand the produce section, introduce new products, and improve efficiency, particularly at the Kearns location where he works alongside Sharay.
In 2026, the family’s roles are clearly defined. Omar and Joanna are primarily based at the Midvale market, while Sharay and Alan focus on the Kearns location. Ángel continues to move between both, overseeing operations and working toward a potential third location. Each of them contributes in a different way, building on what their parents started.
The store reflects that same balance. The meat department is a major draw, known for marinated meats used in carne asada, al pastor, and street tacos. The produce section is just as important, with a strong focus on freshness and quality.
The family works closely with vendors and often travels to California to find new products. They also listen to their customers, bringing in items people miss from home. Over time, they have introduced products like nance, a small yellow fruit, and a sour green mango, both of which have become popular.
While their foundation is Mexican, the market has expanded to include products from across Latin America, including Costa Rica, Peru, Guatemala, and Venezuela. The shelves are filled with candies, spices, coffee, juices, dairy, tortillas, and everyday essentials. Their customers reflect that range. While many come from Latino backgrounds, the store serves a wide mix of people from the surrounding community. Some come for specific ingredients. Others come to explore.
The focus on quality and service has remained constant - values established early on by Ángel and Marcela and carried forward by their children. What matters most to the four children, in the end, is not just the growth or the possibility of a third location. It is that they have built something together. A business shaped by their parents, carried forward by each of them, and supported by a community that has grown alongside them. For Ángel, who left Puebla at fifteen with a dream, the reward is seeing that dream continue through his children and the people they serve. “We’ve grown little by little, and now we all have a role in this. My kids are helping me, and that’s what makes me proud.”
