UPDATE: Harold D. Rose Jr., the 62-year-old former San Diego radio personality better known to generations of local listeners as "Butch the Baker," was located early Monday morning in National City and has been safely returned home, according to the La Mesa Police Department.
Police announced the positive outcome at approximately 7am Monday, August 31, following a search that began after Rose disappeared from his La Mesa home Friday morning. Rose has been diagnosed with dementia and had been classified as an at-risk missing person.
"He has been returned home to family," La Mesa Police stated. "Thank you to everyone who helped in searching and reporting sightings. We are grateful for this positive outcome!"
Rose's disappearance prompted a search that ultimately traced his movements through several communities across San Diego County.
Police initially released surveillance footage showing Rose walking southbound on Fourth Street from La Mesa Boulevard at approximately 9:18am after leaving his residence in the area of the 5600 block of Amaya Drive. He was wearing a light-blue long-sleeve sweatshirt with white lettering, gray shorts and black shoes.
Later that evening, police confirmed a sighting of Rose at Dave's Hot Chicken at 110 Fletcher Parkway in El Cajon at approximately 7:37pm.
Additional surveillance footage subsequently showed Rose leaving the College Grove Walmart at 3412 College Avenue in San Diego at approximately 7:43am. Police said he remained on foot and was wearing the same clothing.
The search eventually moved farther south before Rose was located early Monday morning in National City. Police have not released additional details regarding precisely where or how Rose was found, but confirmed that he was safely reunited with his family.
News of Rose's disappearance had quickly circulated among San Diego's longtime radio community, with multiple people contacting SanDiegoVille asking for assistance spreading the word. One former colleague described Rose as a friend and former coworker and identified him as an alumnus of both Q106 and Channel 933. Another immediately recognized him as "Butch the Baker" and recalled his connection to Homies Cinnamon Rolls.
Rose's career, however, stretches well beyond radio. According to a biography published on Rose's personal website, he served for seven years as a Galley Watch Captain in the U.S. Navy and worked as a diet technician at Balboa Naval Hospital. He also previously worked as a ship's baker aboard American Hawaiian Cruises, where he was responsible for producing pastries for passengers.
Drawing on that professional experience and his grandmother's influence, Rose says he founded Homies Cinnamon Rolls in 1990 using a homemade recipe. According to his biography, the fledgling company partnered with more than 20 7-Eleven stores during its first year before Rose opened his first storefront in 1998. The business eventually expanded beyond San Diego, with Rose later concentrating his efforts in Las Vegas.
His unusual combination of baking and broadcasting eventually gave rise to the nickname by which many San Diegans remember him. Rose's biography identifies him as "Butch the Baker" during his time at San Diego Top 40 station Q106. He later became part of Channel 933, now KHTS-FM, during the station's earlier years.
Rose also pursued acting. His biography states that he has been a member of the Screen Actors Guild since 1979 and appeared in the 1980 film The Hollywood Knights, as well as playing the lead role in an anti-drug film titled The Dugout. Rose also described himself as a frequent anti-drug speaker at San Diego schools.
The La Mesa Police Department thanked members of the public who helped search for Rose and reported possible sightings during his disappearance. After a search spanning La Mesa, El Cajon, San Diego and ultimately National City, Rose is now safely back home with his family.
Originally published August 30, 2026. Updated August 31, 2026.
