Goya Foods history

The company grew, and in 1953, due to increased sales and the need to expand its production, GOYA® acquired new land in the municipality of Bayamón.

Four years later, in 1957, GOYA® grew and received authorisation from the United States Department of Agriculture (USDA) for processing meat.

In 1966 it began production of the GOYA® marinade and other spices that were very well received by consumers from Puerto Rico and the United States.

Revenues, which had increased 35 percent annually for the last four years, came to more than $20 million in 1968 for the company's 650 items.

By 1969 Goya Foods was selling to food stores in the Midwest as well as along the East Coast from Boston to Miami, servicing 7,000 accounts through 67 Spanish-speaking salesmen.

In 1971, the group established GOYA® Santo Domingo in the Dominican Republic.

When Prudencio Unanue died in 1976, he left Goya to his sons, Joseph, Charles, Francisco and Anthony.

And Caribbean-oriented Goya had completely failed to crack the rapidly growing Mexican food market with the product line it introduced about 1977.

By 1979 Goya Foods had almost 1,000 employees and estimated annual sales of $90 million.

By the end of 1981, when Goya's estimated revenues of $150 million made it the largest Hispanic-run firm in the country, it had 9,300 clients and 120 salesmen.

Rice and beans each were accounting for about 15 to 20 percent of Goya's sales in 1982.

Island Can Corp gradually expanded its can production lines, with a total of three in 1983.

A new push in 1984, emphasizing foods that were both healthy and expensive, was aimed partly at the children and grandchildren of Hispanic immigrants.

In 1985 the company opened a distribution center in Tampa and raised its estimated annual revenue to $250 million, with Hispanics accounting for close to 90 percent and the East Coast for 80 percent of mainland United States sales.

After this line failed, too, the company, in 1986, imported some foods from Mexico to sell in the Houston area, where it opened a warehouse.

In 1991 Goya tried again, buying a Houston distributor of Mexican food that it hoped would teach it how to reach the market.

The Unanues had a combined net worth estimated at $400 million in 1993.

In 1994 Goya's product mix was even more varied and exotic, including tostones (fried green plantains) from Honduras, nopalitos (sliced cactus) from Mexico, and harina pan, a Venezuelan corn flour used to make arepas, somewhat similar to English muffins.

By 1995 sales had topped the $500 million mark and the company had 85 inventory control numbers for its bean products alone.

These flavors were introduced in 1997, along with mandarin orange, fruit punch, tamarind, and lemon-lime.

By 1998, the company produced about 800 food items (including rice, beans, sauces, and spices), had 2,000 employees, and about $700 million in revenue.

Robert Unanue has been the chief executive since 2004.

Yet it wasn't until 2005 that Bob Unanue and his brother Peter, the vice president of the company, hired Grey Group's Wing agency in New York City to explicitly reach out to non-Latinos.

In 2011, President Barack Obama honored Goya for its continued success and commitment to the Hispanic community, the only company to ever be honored by the President.

In 2012, Goya collaborated with First Lady Michelle Obama and the USDA to launch the MyPlate/ MiPlato campaign.

Joseph Unanue retained a significant stake in the company, and retained a seat on its board; he died in 2013.

In 2018, Goya was ranked #2 as a leading United States food brand for its social influence and community support, according to TotalSocial rankings.