In the month following Goya CEO Robert Unanue's praise of President Trump, the brand receives $47M worth of negative publicity, one study shows.
Carlos Cabrera, a Cuban-born American who lives in Weehawken, New Jersey, enjoys cooking and follows politics closely. When Unanue said, “We are truly blessed,” to have Trump as president, Cabrera told NBC News he resented the use of the word “we.”
Meanwhile, some rival brands are seeing positive momentum in the days since the Goya boycott. Bill Penzey, chief executive of Penzey’s Spices, headquartered in Milwaukee, told NBC News that his products have seen a boost in interest since the Goya boycott and that he’s considering launching a new Puerto Rican-style Adobo later this year, in part to capitalize on the current opening for alternative spice brands.
“I think they’re going to be in for some trouble,” said Penzey of Goya’s long-term sales. “A change of leadership and a public apology. I think that will be coming.”
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