Paleterias Tropicana Reaches Major MIlestone

Today we reached a major milestone at Paleterias Tropicana with the official grand opening of the new University of Kansas Medical School. We can now begin the process of installing our new equipment, training staff, and preparing for our grand opening. We are so blessed for the opportunity to open the 5th Paleterias Tropicana at KU in KCK. Please watch for our grand opening announcement coming very soon.

Posted on July 21, 2017 .

Freshata Supports 2017 Tejano National Music Convention

The 2017 Tejano National Music Convention is in the books.  The Freshata Group was well represented by David Chavez (Executive Producer) and Ruben Zaragoza at the Paris Hotel and Casino in Las Vegas.  The Tejano Convention brings many of the Grammy Award Winning Tejano artists to Las Vegas for 48 hours of non-stop music and dancing.  

Posted on July 4, 2017 .

Paleterias Tropicana Completes Greater Kansas City Chamber of Commerce Small Business of the Year Process

Congratulations to our partner Paleterias Tropicana for completing today the final stage in the 2017 Greater Kansas City Chamber of Commerce Small Business of the Year (Mr. K) Award process. 

Co-Founder and owner Jose Luis Valdez represented Paleterias Tropicana at the Top 10 Business CEO Panel. Jose Luis shared the story on how he and his family visited KC in 2004 and decided that this was the perfect place to start his new business a "paleteria" offering home made and natural ice cream and paletas. Jose Luis also shared with the panel the keys to the growth of his company and the importance of having a great business partner "Lucia". 

Many of us know, that the original Westside store was just the beginning. Today, Paleterias Tropicana has 4 stores (3 in KC and 1 in Wichita) and a new store under construction in KCK opening in July 2017.

On May, 16th, the announcement of the winner of the Mr. K Award will be made. As Jose Luis stated, "We absolutely want to win, but we are honored just to be nominated for such an important award."

Posted on May 4, 2017 .

Its Official, Paleterias Tropicana is Top 10 in Kansas City

Congratulations to the Paleterias Tropicana organization on being recognized as one of the Top 10 Small Businesses in the Kansas City area by the Greater Kansas City Chamber of Commerce.  Paleterias Tropicana (  founder and owner Jose Luis is one of the original founders of Latin Market - USA.       We always knew Paleterias Tropicana was one of the Top businesses in Kansas City.  

Posted on April 14, 2017 .

Paleterias Tropicana with Freshata Group at Comida KC

Paleterias Tropicana with the Freshata Group is pleased to participate again in a special culinary event "Comida KC - a world tour of Latin flavor" at the historic KC Union Station, on Thursday, April 20th, 2017. Comida is Kansas City’s first Culinary Arts event that showcases the cuisines of Latin America, Brazil, & Spain. The event includes visiting celebrity chefs, local chefs, restaurateurs, and cutting edge mixologists. Please join us at Comida KC.

Posted on April 10, 2017 .

Freshata Opens 2017 Spring and Summer Season

Latin Market - USA is pleased to announce that in the coming days we will post our 2017 indoor and outdoor schedule. Entering our 4th Spring and Summer season, we continue to search for new ways to offer our refreshing beverages, ice cream, and paletas to our amazing customers. Please frequently check our website ( or visit any of the Paleterias Tropicana locations ( for the latest Freshata updates.

Posted on April 7, 2017 .

Paleterias Tropicana Accepted to Medical School

Paleterias Tropicana is excited to announce it will open a second KCK location at the University of Kansas Medical Center this coming Summer. Our loyal customers, future doctors, nurses, healthcare professionals, and visitors to the medical center will be able to enjoy the foods, homemade ice creams, and the all natural fruit and vegetable beverages that we are best known for. In addition, we will offer a full service Roasterie Coffee bar. Paleterias Tropicana will be open 7 days a week for breakfast, lunch, and dinner, with both dine-in and carryout service.

Paleterias Tropicana’s new 5th store will be located on the street level of the under construction Health and Education Building (HEB) at the KU Medical Center Campus. The HEB will serve as the primary teaching facility for the KU schools of Medicine, Nursing, and Health Professions and will include state-of-the-art learning space to support inter-professional education. Situated between Rainbow Boulevard and State Line Road, it will bring together communities from both Kansas and Missouri and be at the center of campus life.

Please be on the lookout for additional details on our grand opening date and special events to celebrate KCK’s newest Paleterias Tropicana! Go to:

Posted on March 25, 2017 .

Freshata Travels the World


Always searching for new ways to offer our Freshata beverages and ice creams, we travel the world to identify new refreshing versions of horchata to bring to our clients.  Here is one of the many places we have searched. 

Posted on February 16, 2017 .

Join Us at Tropical Weekend at the Kansas City Zoo

Paleterias Tropicana with the Freshata Group are pleased to participate again in a special event "Tropical Weekend" at the Kansas City Zoo on Saturday, January 21st and Sunday, January 22nd. The zoo is one of KC's most popular and family friendly destinations in our city. Join us in enjoying the amazing animals at the zoo during this Winter season. Also, while quantities last, we will be handing out our homemade, fruit-laden, and natural paletas for all to enjoy.

Posted on January 14, 2017 .

Introducing Co-Founder Ruben Zaragoza

Ruben Zaragoza – Business Development, Marketing and Sales

Born in Kansas City, Kansas, Ruben was raised in a diverse entrepreneurial community (Kansas City's Westside) where a family-owned business was located on almost every corner. Each of these businesses provided a valuable lesson on what it takes to form and sustain a successful business. 

After starting his finance and accounting career in the telecommunications industry, Ruben pursued a path in entrepreneurial business opportunities. Today, Ruben owns two business consulting companies specializing in financial sustainability and strategic planning, business development, and technology integration in the health care and food service industries. 

Ruben brings to Latin Market – USA a unique ability to successfully create new business ideas and concepts and move them from the drawing board to life. 

Posted on December 1, 2016 .