Goya faces backlash after CEO praises president
SILVER SPRING, Md. — The supercharged U.S. political landscape has grown potentially more perilous for companies ahead of the 2020 presidential election as Goya, a food company with a tremendously loyal following, has discovered.
The company that makes products used in many Hispanic cuisines, but whose following extends well outside of that range, is getting some backlash after its CEO praised President Donald Trump at a White House event.
Goya was founded in Manhattan in 1936 by Prudencio Unanue and his wife Carolina, immigrants from Spain. The company calls itself the largest Hispanic-owned food company in the United States.
Robert Unanue, a grandson and now Goya CEO, spoke at a Rose Garden event announcing a “Hispanic Prosperity Initiative” on Thursday.
“We are truly blessed, at the same time, to have a leader like President Trump who is a builder,” Unanue said standing at a podium beside Trump.
Almost immediately, #BoycottGoya, #GoyaFoods and #Goyaway began trending on social media platforms with scorn coming seemingly from all directions, including Hollywood and Washington.
That backlash was countered online by Trump supporters, showing how any brand whether they make clothing or, as Goya does, beans and olive oil, faces potential danger ahead of what is already a highly contentious election.
Those pushing for a boycott of Goya products cited a history of derogatory comments from Trump and harsh policies toward Hispanics, most notably, the administration’s policy of separating immigrant families at the U.S.-Mexico border.
Democratic Rep. Alexandria Ocasio-Cortez of New York said she would learn to make from scratch some of the Latin cuisine Goya sells.
But the backlash was broad, with many posting videos of Goya products being dumped out or donated.
Unanue stood by his words during a Friday appearance on “Fox & Friends.“
“I’m not apologizing for saying — and especially when you’re called by the president of the United States — you’re gonna say, ‘no I’m sorry I’m busy no thank you?’ ” Unanue said. “I didn’t say that to the Obamas and I didn’t say that to President Trump.”
Unanue has been a longtime donor to Republican political causes, with the exception of contributions to New Jersey Sen. Bob Menendez, a Democrat.
Goya moved its headquarters from Manhattan to New Jersey in the 1970s.
The potential danger for companies seemed to intensify almost from the first day of the Trump administration. A public statement, political donations, or support from an executive can bring a torrent of unwanted publicity and boycotts for the company they lead.
Many of those that came to Goya’s defense Friday pointed to the company’s history of philanthropy.
This spring, Goya donated over 300,000 pounds of food, or about 270,000 meals, to food banks and other organizations as part of its pandemic relief effort.