The fraying magazines and gurgling fish tank front an accelerating enterprise with numbers that would make any startup smile. Though Goya has been serving Latinos in the U.S. for 77 years, President and CEO Bob Unanue had the simple but powerful idea a couple years ago to market key products–adobo seasoning, low-sodium beans and yellow rice–directly to non-Hispanics.
The result? After nearing the $1 billion sales mark in 2010, Goya’s revenues hit $1.3 billion in 2012, sources say, making it one of the fastest-growing food companies in the U.S. “We like to say we don’t market to Latinos, we market as Latinos,” says Unanue, who acknowledges the success but won’t discuss the numbers.
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