Nourishing Roots

Local Restaurateur and Marketing Graduate Joshua Gonzalez Is Reimagining Community Through Culture and Cuisine

At 991 Logan Street, the air smells like heritage. On any given day you might catch the comforting scent of sourdough bread baking, the lively chatter of brunch-goers sipping agua frescas and vibrant music from a salsa dance class upstairs. The address houses two popular restaurants, FOKO and La Pana Bakery y Cafe, and Latin dance and yoga center Estudio La Luz, and is nestled in the city’s Shelby Park neighborhood. Striving to meet a need within the Louisville community–a space between home and work where authentic connections flourish–the businesses’ co-owner and University of Louisville College of Business alumnus Joshua Gonzalez shares that, “I believe our restaurants serve as a vital ‘third place’…facilitating cultural exchange in ways that break down barriers and build understanding.”

Serving Heritage

A first-generation Mexican-American, Gonzalez spent his childhood learning about his Mexican heritage amidst the warmth of small-town American life. His parents, having immigrated from Michoacán, Mexico, were dedicated to maintaining the rich traditions of their Mexican heritage for their children while building a life for their family in the United States. “Our celebrations were abundant, filled with traditional food, music and dancing that kept our Mexican heritage alive,” he shared. Born and raised in La Grange, Kentucky, Gonzalez had always experienced life with this dual heritage–strengthening the ties to his own Mexican roots while connecting with the sense of community that can only be found from living in the nation’s heartland.

With parents whose passions included sports and forming connections with others, Gonzalez witnessed the power of community through his involvement with his family’s church, participation on basketball and soccer teams and the professional roles of his parents. “My parents’ work in public service, particularly as liaisons for the Spanish-speaking community, showed me the importance of bridging cultures and helping others,” he explained. Growing up in both communities shaped Gonzalez’s early understanding that building and maintaining connections with community is a continued practice–and that food, music, dancing and fellowship are necessary tools to further nurture bonds with the community–essential lessons for the cultural experience he would eventually create.

Resilient Rising

In 2016, Gonzalez met his future business partner Francisco Leonardo while working at an area restaurant. He immediately recognized Leonardo’s culinary skill and mutual passion for bridging cultures and bringing people together through food. “I was immediately captivated by his cooking style–he’s also from a small pueblo in Mexico but trained as a chef here in Kentucky,” he said. “His fusion of cuisines told the story of the first-generation experience through food, mirroring my own journey and that of many others navigating between two cultures.” Together, the two began to collaborate, bringing together concepts that would eventually culminate in the launch of FOKO. “I began assisting with his cooking demos and classes, often paired with Latin dance instruction that I provided,” he said. Seeking to broaden their understanding of what brings people together in celebration, the pair began “traveling together to cities across the country–New York, New Orleans, Huntsville, Oxford, Chicago–studying food, music and dance scenes that inspired us.”

Taking their lived experiences, skills and drive to build a communal space that could celebrate their unique cultural heritage, Gonzalez and Leonardo launched their first restaurant, FOKO, in October 2019. “The synergy between my love of people and hospitality and Francisco’s exceptional culinary skills made it clear we needed to create a space where we could cultivate our passions and share them with our community,” said Gonzalez. Six months later, the COVID-19 pandemic “turned our world upside down,” he explained. “We were determined to survive and quickly pivoted our entire business model. Shifting into family meal services, the team partnered with The Lee Initiative to provide meals for the industry community. “When we noticed empty bread shelves at grocery stores, we saw an opportunity and began selling bread, which proved incredibly successful.”

Together, the team’s ability to adapt to those unexpected changes led to further growth within his entrepreneurship team with the launch of their micro bakery, La Pana–a partnership developed with Diego Hernandez, a fourth-generation baker from Oaxaca, Mexico. Gonzalez believes their commitment to serve their community, and their capability to pivot during times of crisis not only aided to uplift the citizens of the Louisville area in a time of crisis–it allowed their mission to grow and evolve despite unprecedented challenges, and “reinforced that resilience and willingness to evolve are essential in the hospitality industry.”

Marketing the Mission

With two restaurants on the rise and wisdom gained from business challenges from the peak of the COVID-19 crisis, Gonazelz eventually sought to further his business skills with a degree in marketing, noting that, “I saw marketing as a perfect way to create authentic connections between businesses and their communities,” he said. “Something that felt essential for the hospitality venture I was planning.” Attracted to UofL’s sense of community within a large, metropolitan university, he seized the “opportunity to build meaningful relationships with both professors and fellow students who shared ties to the local business community.”

Balancing dual roles as a restaurateur and student presented unique challenges for Gonzalez. “Running La Pana and FOKO while pursuing my degree meant constantly juggling competing priorities–from managing our pivot during the pandemic to studying for exams–all while maintaining the high standards our customers expected.” He credits Leonardo and his team of restaurant staff for providing an essential support system during that time. “Francisco and our team were understanding and stepped up to cover when I needed to be in class or studying,” he shared. Ultimately, when Gonzalez found himself facing moments of doubt, he leaned on the lessons he had learned from witnessing his parents overcome obstacles to achieve their American dream. “I reminded myself that if my parents could overcome the challenges of building a life in a new country, I could handle the demands of being a student entrepreneur,” he said.

Planting Future Pathways

With goals to further develop Estudio La Luz and plans to expand both FOKO and La Pana, Gonzalez hopes the community hub he and his team have created will continue to serve as catalysts for holistic wellbeing, and will also serve as a springboard to cultivate the next generation of culturally-rooted entrepreneurs within Louisville’s booming service industry. He explained that, “Whether through nourishing food, movement practices or career development, we’re committed to creating multiple touchpoints where people can grow, connect and thrive, ensuring that our business remains rooted in the values of service, community building and cultural bridge-building that have always guided us.”

Learn more about FOKO, La Pana Bakery y Café and Estudio La Luz by visiting them on Instagram or in person at 991 Logan Street in Louisville, Kentucky.

Ready to turn your passion for food and community into a thriving career? UofL’s minor in hospitality can equip you with the tools, connections and real-world experience you need to build something meaningful from the ground up. Learn more at https://business.louisville.edu/learnmore/hospitality-minor/

About the UofL College of Business:

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