The Unanue family’s story is intrinsically linked to the name Goya Foods, a family business that became a symbol for Hispanic-Americans in the United States. In fact, some specialized magazines consider the Unanues the second wealthiest Hispanic-origin family in the United States.
Robert Unanue currently serves as the CEO of the company. He is the third generation leading a successful brand that focuses its products on the Latino community. Beans are their flagship product, but they also highlight Masarepa flour, used for making arepas, and adobo, in both sauce and dry form—all flavors that are part of traditions and, consequently, deeply rooted in culture. After all, gastronomy is a direct connection between a person and their culture, no matter where they are.
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“My grandfather came from Spain to Puerto Rico. I have Puerto Rican and Spanish blood. He left at 17 to seek new horizons (…) During the Spanish Civil War, he established Goya Foods. He bought some Goya brand sardines from Morocco; he liked the name because of its link to Spain, to the Spanish painter Francisco de Goya. He was also a marketing person (…) he came up with the phrase ‘if it’s Goya, it has to be good’,” Bob Unanue shared in an exclusive interview with El Sol Latino Newspaper from the city of Philadelphia.
A product for Latinos
According to data from the Pew Research Institute, the Hispanic population in the United States reached 62.1 million in 2020, representing 19% of all Americans and the country’s second-largest demographic group. That same year, the census revealed that just over a quarter of all children in the country are Latino, with an increase of over one million in just a decade. So, based on current estimates, one in five Americans is of Latino origin. By 2060, it is expected to be one in four, totaling 119 million.
And there are other very interesting data points. For example, BBC Mundo reported that “Latinos in the United States generate $2.8 trillion annually, equivalent to Mexico and Brazil combined.”
“This gives us the opportunity to influence the future of the country with our values,” Unanue referred to the community. He knows the value of hard work very well, the power of getting up in the morning with a purpose in life, as he has been involved in the family business since he was 10 years old during summers. “Work is essential,” he added.
Social focus
The company is focused not only on product sales but also on social programs that include education for children with school visits, aid for victims of sex trafficking, and any project that touches the hearts of the executives. “Now I have a purpose, and it is to help,” he confessed. Similarly, they are involved in cinema with stories that delve into topics related to the Latino community and the values they uphold, such as love and respect.
Another important issue for the company is mental health. “We focus on that as well in schools. It’s incredible, we go with videos and courses to different schools, and some young people come to tell us their problems,” he assured. This way, they realize they are not alone and have the courage to come forward and share their suffering.
For Bob Unanue, hope lies on the horizon thanks to the community that has always supported him and that he, from his position, also lends his solidarity to. “We say we are the big Goya family, and we are, a big family, and family takes care of each other,” he concluded.
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