Goya Foods, a household name synonymous with authentic Latino cuisine, holds a prominent position as the largest Hispanic-owned food company in the United States. But who exactly owns this culinary empire, and what is the story behind its success? Let’s delve into the history, ownership, and impact of Goya Foods.
Founded in 1936, Goya Foods has become the premier source for authentic Latin flavors. Offering over 2,500 high-quality and affordable food products, Goya brings the tastes of the Caribbean, Mexico, Spain, Central, and South America to consumers’ tables. From essential ingredients to robust seasonings and convenient meal solutions, Goya caters to a diverse range of culinary needs.
Goya’s commitment to excellence is encapsulated in its popular credo, “If It’s Goya, It Has To Be Good.” This simple yet powerful pledge has been a driving force behind the company’s evolution into a leader in the Latin American food industry and a trusted American brand.
The Unanue Family: A Legacy of Ownership
The story of Goya Foods is intertwined with the Unanue family, whose entrepreneurial spirit and dedication have shaped the company’s trajectory. Don Prudencio Unanue and his wife Carolina, Spanish immigrants who initially settled in Puerto Rico, established Goya in a small storefront in Lower Manhattan.
Driven by the belief in a growing market for high-quality, fresh-tasting Latin foods, the Unanues started by distributing authentic Spanish products like olives, olive oil, and sardines to local Hispanic families. This marked the beginning of a remarkable journey that would see Goya grow into a global food powerhouse, still owned and operated by the Unanue family. The current leadership continues to uphold the values and traditions instilled by its founders.
Expansion and Growth: From New York to the World
As the Hispanic population expanded across New York and the United States, Goya adapted and grew accordingly. The company relocated from Lower Manhattan to Brooklyn in 1958 and later established its headquarters in New Jersey in 1974. These moves reflected Goya’s increasing scale and ambition.
In 2005, Goya launched a 10-year strategic plan, investing $500 million in global expansion to reach new consumers and strengthen its brand worldwide. From 2014 to 2016, Goya opened five new state-of-the-art manufacturing and distribution centers in Texas, California, Georgia, and New Jersey, demonstrating its commitment to meeting the growing demand for its products. Today, Goya boasts 26 facilities throughout the United States, Puerto Rico, the Dominican Republic, and Spain, employing over 4,000 people worldwide.
Marketing and Mainstream Success
Through strategic marketing and insightful research, Goya has successfully positioned its diverse product lines as a reputable brand among both Hispanic and mainstream consumers. Generating $1.5 billion in annual sales, Goya products are now found in major retailers like Costco, Sam’s Club, and BJ’s Wholesale, alongside traditional bodegas and specialty stores.
This evolution demonstrates Goya’s strength and brand power within the Hispanic market and its successful crossover into mainstream America.
Community Engagement and Social Responsibility
Beyond its culinary success, Goya has always been committed to making a difference in the community. Through Goya Gives, the company supports nearly 300 charitable endeavors, programs, and scholarships, donating millions of pounds of food to local food banks and shelters, particularly during natural disasters.
In 2011, President Barack Obama honored Goya for its continued success and commitment to the Hispanic community. In 2012, Goya collaborated with First Lady Michelle Obama and the USDA to launch the MyPlate/MiPlato campaign, promoting healthy eating habits. Goya also recognizes the importance of environmental sustainability and is the largest user of solar energy among Hispanic-owned food and beverage companies.
The Future of Goya Foods
Goya Foods remains steadfast in its commitment to being the brand of choice for authentic Latin cuisine, while staying true to its family-oriented approach and its roots in the culinary traditions of Hispanic communities worldwide. The Unanue family continues to guide the company, ensuring that the legacy of quality, tradition, and community engagement endures. The continued ownership and leadership by the family ensure that Goya remains a symbol of the American dream, achieved through hard work, dedication, and a passion for sharing the flavors of Latin America.
