- Goya, the leading Hispanic food brand in the U.S., is expanding its portfolio to include more organic offerings in addition to its products that the company says are already nutritious.
- Goya has launched a multiyear, $500 million strategy aimed to "help endear the company to its natural consumer base, U.S. Hispanics, whose spending power Nielsen recently estimated would reach $1.5 trillion this year," CNBC reported.
- The company is also appealing to the rest of the healthy food-conscious U.S. consumers as well with products like organic beans and rice, jasmine rice, and coconut water.
According to CNBC, Census Bureau data shows that about 54 million Hispanics live in the U.S., making up about 17% of the population.
Goya began with this Hispanic audience solely in mind, "making the connection with the immigrant and their food," said Bob Unanue, Goya's president to CNBC. But 2,000 product lines and $1 billion in annual revenue later, the company is becoming more popular with non-Hispanic Americans as well, according to published reports, though that number is not confirmed by the company, which is private.