The 2010 census reports that about 50 million people in the country are of Hispanic origin, so it's hardly a surprise that the Hispanic food business is a big deal. Goya Foods has claimed the biggest share of that market since it began in Manhattan in 1936. After a brief relocation to Brooklyn, Goya came to New Jersey in 1974 when it moved to Secaucus. Goya's business grew through the years, largely mirroring the surge in Hispanic population. Annual revenues are now about $1 billion and the company has an estimated 3,500 workers. Its slogan, "If it's Goya, it has to be good," or, if you prefer, "Si es Goya, tiene que ser bueno," is commonly seen on company trucks and other promotional material.
The Unanue family has run the company since it was founded. Joseph A. Unanue, who took over the company reins in the early 1970s, died last week at 88. He has been remembered as both an innovative businessman and a community leader who was generous in his support for charitable organizations. Unanue's life was very much an American success story. He was born in Brooklyn, but grew up in Bogota. He served his country in World War II, earning a Bronze Star for his exploits in the famous Battle of the Bulge. Upon returning to the United States, Unanue earned a degree in mechanical engineering from The Catholic University.
Unanue's success in building the Goya brand to what it is today cannot be attributed only to good fortune. The nation's Hispanic population was expanding rapidly, but meeting their needs was not all that simple. As Richard Fritzky, the former head of the Meadowlands Chamber of Commerce, explained to The Record, Unanue understood that Brazilians have different tastes than natives of Honduras and Puerto Rico. So the company tailored its products to specific populations within the larger umbrella of the Hispanic market.
Goya's continued success is so important to New Jersey that when the company was looking recently to build a new headquarters, state officials worked hard to make sure it did so in the Garden State. It worked. Thanks to tax breaks through the state's economic development office, Goya broke ground last fall for a $127 million warehouse and headquarters in Jersey City. Unanue had a seat of honor at the ceremonies, as did the guest speaker, Governor Christie. The Unanue family and their company have come a long way from humble beginnings almost 80 years ago. That is Joseph Unanue's legacy.
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