Frutoso Joe Herrera

Frutoso “Joe” Herrera, 82, of Roswell, New Mexico, passed away on December 22, 2025, surrounded by his loving family. He was born on August 15, 1943, in Glencoe, New Mexico, to Amelia and Frutoso Herrera.

Joe was a graduate of Hondo Valley High School, where he was a standout athlete, class president, and participant in the Hondo Fiesta. In 1961, he married his high school sweetheart, LaVinia Richardson, and together they made Roswell their lifelong home, raising their family and building a legacy rooted in love and hard work.

Joe began his career in the grocery business at the age of 18 and later worked for Sunbeam Bread Company and Holsum Bread Company. He went on to own and operate Golden Crust Bread before founding Popo’s Mexican Food in 1988. He proudly worked at Popo’s every day alongside his family until his passing.

Family was the center of Joe’s life. His greatest joy was spending time with his children, grandchildren, and great-grandchildren, and being able to see them every day. He was known for his generous heart and always made sure those in need were taken care of. His face would light up every time a family member walked into the room.

Joe’s generosity extended far beyond his home. He had a lifelong passion for supporting young athletes and local sports. Whether it was donating meals, uniforms, equipment, or sponsorships, Joe never hesitated to help. He proudly supported the athletic programs of his children, grandchildren, nieces, nephews, and countless friends throughout Roswell and the Hondo Valley, firmly believing in giving back to the community that shaped him.

Joe enjoyed going to the horse races, watching football on Sundays with his boys, and attending his grandchildren’s games and dance recitals. He cherished his weekly visits with his brothers and never stopped being their “big brother.”

Joe was blessed with many close friendships throughout his life, including Uncle Bill Turner, Balois “Compa” Richardson, John Smith, Eddie Duran, Adam Romero, Bill Bartlett, and Gary Cannon. He also held dear his cousins including Monroy Montes, David Montes, Ray Torrez, and Felix Herrera whom he considered brothers.

The family wishes to extend heartfelt thanks to Leroy and Margaret Peck, Robert Richardson III, Shirley Olivas, the Gonzales family, and Daniel Lopez, whose constant support and care meant so much to Joe. He was guided throughout his life by the love and influence of his aunts and uncles—Uncle Johnny and Aunt Cleo; Uncle Fermin and Aunt Cirenia; Uncle Ignacio and Aunt Amanda—as well as his father-in-law, Robert Richardson Sr. The family is also deeply grateful to Laurda Barrera and Ray Jiminez for the comfort and companionship they provided in his final days.

In that same spirit of gratitude, the family extends heartfelt thanks to the employees of Popo’s Mexican Food, who faithfully worked beside Joe with dedication, loyalty, and friendship. We are equally grateful to Popo’s customers, whose support and kindness over the years helped build a community Joe treasured deeply. Your presence in his life will never be forgotten.

Joe is survived by his wife of 64 years, LaVinia; his sons, Eddie Ray and Joseph; and his daughters, Kim (Danny) and Jennifer. He is also survived by his grandchildren: Amanda (Ben), Olivia (Aaron), Desiree (Larry), Danny Jr. (Gabby), Ali (Richie), Marcus, Timothy (Merysa), Elizabeth (Tre), and Gabriel (Sara); and by his great-grandchildren: Benjamin, Thomas, Andrew, Cash, Vivien, Larry Jr., Lailah, Danny III, Aizlynn, Jordan, K.J., Elijah, Silas, Noelle, J.J., Amelia, Ava, and Alex.

Other survivors include his siblings: Fermin (Kathy), Ervin (Bridgid), Andrew, and Emileen; as well as his brothers-in-law, Robert Richardson Jr. (Peggy) and Phillip Richardson, and his sister-in-law, Annette Richardson.

He is preceded in death by his parents Amelia and Frutoso Herrera, his grandparents, Luis and Benjamina Herrera and Juan and Lupita Montes; his brother, Freddie Herrera; his father- and mother-in-law, Robert and Helen Richardson; Priscilla Richardson; his brother-in-law, Pete Montaño; his nephew, Carlos; and his niece, Genevieve.

Pallbearers will be Timothy Sanchez, Danny Castro Jr., Marcus Castro, Benjamin Lueras, Thomas Lueras, Larry Briseño Jr., Danny Castro III, and Paul Pappas Jr. Honorary pallbearers are Andrew Lueras, Cash Farmer, Jordan Castro, K.J. Herrera, J.J. Trujillo, Elijah Toscano, and Silas Toscano.

Joe lived a life defined by love, dedication, and service to others. His presence had an unmistakable aura—one of kindness, warmth, and quiet strength—that made people feel seen, valued, and cared for. His generosity, work ethic, and commitment to family and community will continue to be felt for generations. He will be deeply missed.

A public viewing for Frutoso “Joe” Herrera will be held at Ballard Funeral Home & Crematory on Sunday, January 4, 2026, from 2:00–4:00 p.m. A Rosary will be recited at 11:00 a.m. on Monday, January 5, 2026, at Assumption Catholic Church, followed by Mass at 11:30 a.m. He will be laid to rest at South Park Cemetery immediately following the Mass.