When Northgate Market floated the idea of a gigante concha rolling down the streets of Pasadena for the Rose Parade, it wasn’t just another pretty float — it was a dare to one of the most traditional stages in the country to make room for us. It was an invitation for Mexican-American families, from East L.A. to the Rio Grande Valley, to see something deeply familiar placed unapologetically at the center of the national gaze. Because let’s be honest: that giant pink concha was