Organizational Communication in the News

Case Studies of Organizations and Organizational Communication in the Media

How Goya Became One Of America’s Fastest-Growing Food Companies


Source: Forbes

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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This entry was posted on May 8, 2013 by in Culture, Identity, Organizational Change, Public Relations and tagged , , .

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