In a heated political moment, Goya gets stung

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, discovered this week.

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. That backlash was countered online by Trump supporters, showing how any brand 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.

Unanue stood by his words in the Rose Garden 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.”