It’s only been five days since we watched the CEO of Goya Foods, Robert Unanue, standing in the Rose Garden along President Trump declaring that Americans are “truly blessed” to have Donald Trump as the United States’ leader because he is a “builder.”
Did Unanue understand the consequences of his words? If he did, I’m not sure he fully understood how big the backlash would be.
Moments after his speech, the Spanish-American’s statement went viral and infuriated the loyal Latino community, from which Goya Foods has profited for decades. Didn’t we all grow up walking into Abuela making rice-n-beans in her kitchen? Looks like that image is now fleeting…
Oh look, it’s the sound of me Googling “how to make your own Adobo” https://t.co/YOScAcyAnC
— Alexandria Ocasio-Cortez (@AOC) July 10, 2020
After Unanue’s announcement, the same POC community that Trump has disparaged for his own political profit came together to share new adobo recipes on social media in order to stop supporting Adobo Goya and boycott the company after its CEO’s statement.
If there’s one thing we know about Latinos, is that we are loyal AF, and the last thing we want to hear about is the brands we support with our hard-earned dollars praising the person who has made things more difficult for us.
But it wasn’t the same story for stauch Goya supporters. Trump and his followers came out to advocate for Goya goods after the brand faced the social media boycott.
I LOVE @GoyaFoods!
— Donald J. Trump (@realDonaldTrump) July 10, 2020
There was even a GoFundMe page, created by a man in Virginia, that raised more than $100,000 to purchase Goya products and donate them.
Bottom line, the Goya Foods boycott may be “bad publicity” right now, but consumers definitely have short attention spans. However, in case you missed it, Latino purchasing power is the fastest growing in the country, and it’s projected to be at more than $1.9 trillion by 2023.