MANUFACTURING
MANUFACTURING
Celebrating 50 Years in New Jersey :
A Conversation With Goya Foods ’ Unanue Brothers
By Larry Feld Contributing Editor
Despite its impressive size and multinational reach , Goya Foods is still a privately held family business ; fiercely devoted to family , quality , and its Hispanic roots .
“ My first day with the company was in 1964 ,” recalls Robert ( Bob ) Unanue , President and CEO of Goya Foods . “ Our factory was in Brooklyn . It was Christmas break and I was about 10 years old . On my first day , I worked putting customer calendars together . They had to be glued onto cardboard backing and then inserted into envelopes . I remember coming home that night with all these papercuts ,” he smiles , finding some humor through the lens of time about his temporary pain .
Younger brother Peter Unanue serves as Executive Vice President of Goya Foods , overseeing logistics , facilities , and operations . He shared a similar early work experience .
“ My first job was when I was 14 , working in the factory ,” recalls Peter . “ What I remember most were the smells . Even today , every time I enter the factory floor , those smells bring memories back of those early days .” Like his brother Bob , Peter also worked during the summers , doing various jobs , loading trucks , in the factory , and the office . Later , Peter also went to college and graduate school , where he studied operations research .
Unlike his older brother , Peter didn ’ t immediately join the family business . “ I worked outside the company for about five years ,” Peter explains . “ I wanted to get more experience in what I studied . I also had a desire to make it on my own .”
Peter moved to Illinois , but strong East Coast ties eventually called him home . “ After I started a family , the offer came up to move back to the area , where my extended family and friends are located , so I returned . That was about 27 years ago ,” Peter explains .
The two brothers have been at the helm of leadership for the last quarter century , methodically fueling a growth cycle that is the envy of all family-owned businesses . The company ’ s longtime slogan , “ If it ’ s Goya , it has to be good ,” was coined by the company founder , Grandfather Don Prudencio Unanue decades ago . Along with quality , a strong work ethic is an evident ingredient in the company ’ s success , starting with their grandparents . His grandfather emigrated from Spain in 1904 at the tender age of 17 .
“ Don Prudencio was a demanding guy , but he was also friendly . He didn ’ t start Goya until
1936 , when he was almost 50 . He was very hands-on . I remember he would always quiz the salesmen . He knew everything that was going on . You couldn ’ t get things past Don Prudencio . He always said he loved writing big commission checks and presenting them to the salesmen . It gave them pride . He taught us about the value of hard work . Years later , during COVID , the government told us we could keep working because we were essential . But my grandfather taught us to believe that all work is essential . You need a reason to get up in the morning ,” Bob opines .
Goya Foods Today
Headquartered in Jersey City , NJ , Goya Foods is the largest Hispanic-owned business in the United States . Its global headquarters , a massive 642,000-square-foot multipurpose building in the Meadowlands area , is one of 26 facilities Goya maintains across the U . S ., Spain , Puerto
“… during COVID , the government told us we could keep working because we were essential . But my grandfather taught us to believe that all work is essential . You need a reason to get up in the morning .”
Rico , and the Dominican Republic . Known for its expansive line of quality foods catering to Hispanic and Latino tastes , the Goya brand is brought to life by the company ’ s 4,500 employees , who manufacture and distribute over 2,500 products , including beans , rice , and coconut water , as well as a wide variety of frozen foods .
Celebrating 50 Years In New Jersey
Established 88 years ago as a storefront in lower Manhattan , the company relocated to a multistory building in Brooklyn in 1958 , until the promise of open space lured the family to the Meadowlands in 1974 .
“ We are located at a crossroads ,” Peter notes . “ We have the NJ Turnpike , Route 3 , plus the rails . We are very close to the city . Logistically , we have the ports here , too . We import a large volume of products via the ports .”
In 2005 , Goya launched a 10-year strategic plan and invested $ 500 million in a global expansion , designed to reach new consumers and strengthen the Goya brand worldwide . From 2014 to 2016 , Goya opened five new state-ofthe-art manufacturing and distribution centers in Texas , California , Georgia , and New Jersey .
The company also invests in green technologies , including over a million square feet of solar panels installed to date at several of its facilities .
Ten years ago , Goya reaffirmed its commitment to New Jersey , moving to its current 642,000-square-foot headquarters on County Road on the outskirts of Jersey City .
“ This year we are celebrating 50 years in New Jersey . It is a special milestone for our company ,” declares Peter Unanue . “ In New Jersey , we have the proximity to everything here at a reasonable cost .”
Goya and The Hispanic Community “ We see our role in the Hispanic community as a big responsibility ,” says Peter , adding “ We Continued
Celebrating 50 years in NJ , the current Goya Foods headquarters resides in Jersey City .
Photo : Russ DeSantis Photography and Video
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