Goya Foods CEO under fire over his remarks

Goya Foods came under fire last week after the company’s CEO, Robert Unanue said the country is “blessed to have a leader” like President Trump at a press conference. Unanue’s remarks have led to calls for a national boycott of Goya foods. Horizonte host Jose Cardenas spoke with Riester Executive Director Christina Borrego about the consequences of companies speaking out.

On July 9, Unanue appeared at the president’s press conference the discuss Goya’s efforts to give back. The company recently donated some of their product to food banks to help families out during the coronavirus pandemic.

What turned out to be just an appearance turned into a spotlight moment for Unanue. Following his remarks, many called for a national boycott of Goya foods. Hashtags like #BoycottGoya and others surfaced on social media.

Some notable people have also taken to the internet regarding Unane’s endorsement. Senior advisor Ivanka Trump tweeted out a photo with a Goya bean product saying, “If it’s Goya, it has to be good.” House member Alexandria Ocasio-Cortez later responded to Ivanka’s tweet saying, “Si es Trump, tiene que ser corrupro.”

Goya Foods is a New Jersey-based company that targets the Latino food market. The company’s top consumer is Hispanic females who range between the ages of 40-50. According to Borrego, most food brands are connected to families whether it be consuming the product or making memories around it. Borrego says Unanue’s remarks were unexpected for a brand that is consumed by many Hispanic families.

Though it is too early to see the effects of the boycott, Borrego says that Unanue’s remarks could cost the company.

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Christina Borrego Executive Director, Riester advertising agency

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