'Ranchero' is the fish-out-of-water story of Jesse Torres (Roger Gutierrez), a small town cattle rancher with 50's sensibilities. Now in his late 30's, Jesse proudly wears his idol, Buddy Holly, inked on his bicep. Coupled with a love for photography, Jesse doesn't quite fit the mold of his peers, and dreams of a more diverse environment. The son of poor, uneducated, Mexican immigrants, he was born into the life of a ranch hand. Resentful of his forced station in society, Jesse packs his bags, cuffs his jeans, and leaves his country home for the bright lights of the city. Moving next door to his childhood friend Tom (Brian Eric Johnson) in a seedy Hollywood apartment, Jesse is thrilled to be stepping out into the world. Unfortunately, the honeymoon soon ends when Jesse is challenged by local hustler Capone (Danny Trejo) and comes face to face with the realities of drug addiction and street violence. It is through his relationship with Lil' Bit (Christina Woods), an embattled resident of the Hollywood apartments, that he learns that life's challenges must be faced and not avoided.