Ruben Alfaro, 78, was found dead in his van on the 5300 block of Cypress Road shortly after 1 p.m. Police say Alfaro had just come back from the store and was sitting in the vehicle when he was shot in the head in broad daylight.
"He was completely innocent. This person was at the wrong place at the wrong time," said Sgt. Christopher Williams with the Oxnard Police Department.
Investigators say Alfaro had no criminal history and no gang affiliation, but his killer likely does.
"The shooter, or someone related in the area, had mentioned a gang name from a rival gang neighborhood," said Williams.
Alfaro leaves behind a son, daughter and four grandchildren.
"We're grieving, because it was a senseless act. You don't expect this to happen," said Linda Castillo, the victim's niece.
Castillo remembers her uncle as a kind, deeply religious man who went to church and always made time for family gatherings.
His family is trying to come up with the money for funeral expenses. They're pleading with anyone who knows anything to come forward.
"Put yourself in our shoes. You have uncles, grandparents, father. How would you feel?" said Castillo.
There is a $10,000 reward for anyone with information leading to the arrest and conviction of Alfaro's murderer. But police say, so far, they aren't getting much cooperation from witnesses.
Anyone with information was asked to call Ventura County Crime Stoppers at (800) 222-8477. Callers can remain anonymous.