Hispanic grocer known for service

Luis Diaz's named his Hispanic grocery store on Elgin's east side "La Roca."

That's "the rock" in English. He liked the symbolism.

In many ways, Diaz, who also was called Jose or Cheto, was the rock for his family.

"He was very caring and very giving. Anything we needed, he made sure we got," Marco Diaz said of his father, who died Monday at 65. "He wasn't rich when he came here or when he passed, but he earned a comfortable living."

Luis Diaz, along with his parents, brother and grandparents, immigrated to the United States in July 1959.

He and his brother worked at the former Chicago Rawhide factory in Elgin.

"My dad never liked that. He wanted to work for himself," recalled Victor Diaz, the youngest of six children.

Luis Diaz opened the first La Roca at Lincoln and Prospect in 1973. At first, things were tight.

Gross weekly receipts were around $50, and his mother and grandmother held down the store until Diaz's factory shift ended.

But as business blossomed, the need for Diaz to work two jobs disappeared.

In 1978, he bought the building at 326 DuPage St., where La Roca is today. He wanted to own property rather than rent space.

Victor Diaz said that back then, the city had a small Hispanic population but his father carved out a niche by providing hard-to-find foods and the "hands down" best carnitas, or fried pork, in the area.

"People would come from different areas to buy Hispanic food because you couldn't find that in your local grocery store," Victor Diaz recalled. "He wouldn't sell something he wouldn't eat himself. Quality, service and customer loyalty helped get us through a lot of years."

In September 1996, Diaz and his family opened the restaurant La Puesta de Sol at 165 E. Highland Ave. He figured it was good way to expand and La Roca was already serving a lot of ready-made food anyway, his children said.

While not at work, Diaz enjoyed spending time with his 18 grandchildren and enjoyed traveling -- his favorite vacation spot was Mexico, of course, Marco Diaz said.

About four years ago, Luis Diaz had a serious heart operation and spent more time gardening and supervising his 18 to 20 employees.

"He was an entrepreneur," Marco Diaz said. "He gave a lot to the community."

His wife, Virginia, and the family plan to re-open La Roca on Saturday.

Visitation is from 4 to 8 p.m. Thursday at the O'Connor-Leetz Funeral Home, 364 Division St.

A funeral Mass will be held at 10 a.m. Friday at St. Joseph Church, 272 Division St.