For more than seventy years, Glendale Parade Store has proudly supported parades, memorials, and celebrations for military personnel and first responders. Established in 1947, Glendale has become a reliable provider of premium gear and apparel, featuring a diverse array of products tailored to the specific requirements of the U.S Junior Reserve Officers’ Training Corps, ROTC (Reserve Officers’ Training Corps), military color guards, and first responders.
With an extensive array of over 17,000 items, the company delivers everything from banners and flags to replica rifles and drill gear. Glendale’s bi-annual catalog is circulated to JROTC programs across the nation, reaching around 500,000 high school students, thereby underlining its vital role in enriching the experiences of young cadets and instilling a profound respect for national icons and customs.
A standout item from Glendale is the M1000 replica rifle, which was first launched in 1984. Offered in both a full-weight version and a lighter model suitable for parades, this drill rifle has become an industry standard, utilized by police, firefighters, and veterans for public ceremonies, reenactments, and competitive training. In addition to the M1000, Glendale Parade Store also produces a range of drill rifles designed specifically for the needs of various military units and honor guards.
Currently, Glendale Parade Store is guided by Jose Alejandro Barreto Martinez, a Captain in the US Air Force Reserve and a decorated combat veteran. Jose’s rise to the leadership position at Glendale reflects an inspiring journey, just like the company’s mission. Born in Connecticut, United States, and raised in Colombia and Spain, Jose decided to enlist in the military to support his education once he returned to the U.S. As scholarships were only covering a portion of his costs, he charted his course through military service. Initially serving as a vehicle operator, Jose deployed twice before being commissioned as an Officer in the Air Force Reserve, a role he continues to fulfill. Afterward, he earned his MBA from Harvard Business School, crediting his academic achievements to the discipline gained from military training.
“I believe the military is the greatest career mobility enhancer in the world,” he shares. “The responsibilities and leadership roles that come with deployment at a young age are what drive personal growth. My military experience has shaped me into who I am today, and now, through Glendale, I’m determined to give back.”
This captain’s leadership is anchored in a strong reverence for the traditions embodied by Glendale. The company remains dedicated to manufacturing American-made, high-quality products that have made appearances in military bases, classrooms, scout camps, stadiums, and even in film. Among its most notable offerings is the American Spec Casket flags, which are draped over the coffins of fallen service members. Jose explains, “For some individuals, their first official encounter with our nation’s symbols is through the flags we provide. Moreover, in instances where they’ve made the ultimate sacrifice in service to our country, one of our flags is frequently the final American flag they ever receive. It’s a unique and humbling honor.”
The products of Glendale Parade Store have become synonymous with patriotism and respect. Flags, banners, and uniforms offered by the company can be found across all 50 states, U.S. territories, and various countries globally. They are proudly displayed in schools, military installations, businesses, private residences, VFW (Veterans of Foreign Wars) posts, and veterans’ associations, representing enduring symbols of national pride and community.
Beyond its business activities, Glendale Parade Store plays a crucial role in fostering the next generation’s comprehension of American history and values. Through cadet programs, numerous young individuals are exposed to the American flag for the first time, along with the customs and traditions it represents. Jose aspires to extend programs like JROTC to additional states, ensuring that a greater number of youth develop an appreciation for civics, history, and the importance of national service.
“I arrived in the United States with merely $232 in my pocket, served in the military, and then transitioned back to the corporate world,” he says, “It’s the responsibility and leadership experiences gained while deployed to unfamiliar places at a young age that motivated me. I believe this is a key benefit of military service. It provides an incredible opportunity to spread your wings and fly. Now, with Glendale, I aim to give back.”
To further extend Glendale’s influence, Jose initiated Drill Dojo, a complimentary online program designed to teach youth the discipline of military drill. Participants can submit videos to receive constructive feedback, enhancing their skills while honoring the tradition of excellence associated with military drill teams. “Ultimately, the objective of Drill Dojo is to perpetuate this legacy even beyond JROTC, where we can instill values of tradition, legacy, and valor in today’s youth,” he remarks.
As Jose looks ahead, he envisions not only broadening Glendale’s reach but also remaining committed to its mission of honoring those who serve, while simultaneously creating more opportunities for the current youth of America.
