This spring, Goya Foods, the largest Hispanic-owned food company in the United States, will present the One World/One Brand Trade Show, showcasing its more than 1,600 food products for the benefit of supermarkets, independent stores, national retailers, convenience stores and the foodservice industry. The trade show, which first took place in 2007, is just one of several initiatives that the Secaucus, N.J.-based manufacturer is rolling out throughout 2011 to commemorate its 75th anniversary. “One World/One Brand” is slated for March 22 through March 24 at the Marriott at Glenpointe in Teaneck, N.J.
During the three-day show, attendees can check out Goya’s offerings, sample products, and find out about its merchandising capabilities and resources, as well as get information on the brand’s growth and expansion to appeal beyond the Hispanic market. The Goya sales team will be available for one-on-one meetings, during which they can customize orders placed on site and implement special programs and incentives available to all guests. For more information, retailers can contact their Goya sales rep or call the sales department at 201-348-4900.
“As category leaders, we want to share our knowledge with customers, and showcase Goya’s expertise and appeal to everybody, addressing the needs of all Latinos and the mainstream consumer,” noted Goya president Robert Unanue. “We recognize the significant role of La Gran Familia Goya -- our family, which consists of our employees, our customers, consumers and our communities -- as they continue to play a part in the success and growth of our company.”
Also to mark the company milestone, Goya has introduced a new logo for use in many of the its internal and external communications. The company additionally launching a range of customer and consumer activities and events as part of the celebration:
--Beginning this month and running all year long, the “Goya Match Your Birthday!” mega-promotion enables consumers to participate in an on-pack game, an online game and a mail-in sweepstakes, giving players 10 opportunities to win $75,000. The on-pack game is the largest in the company’s history, featuring 75 participating SKUs for a total of 200 million specially marked products – more than six times as many packages as in any previous Goya on-pack promotion. Consumers may also receive a special Goya 75th Birthday Gift Pack just by playing the on-pack and online games.
--The www.goya.com website will offer Goya’s 75th Birthday Bash, an online interactive party featuring the Goya’s Greatest Fan Contest, party food recipes, games, music and more. The company will back the promotion with strong marketing support across multiple consumer touchpoints, including unprecedented levels of in-store point-of-purchase advertising.
--Several “Blue Carpet” receptions have already taken place in Los Angeles; Chicago; Houston; San Juan, P.R.; and New York last year, with additional events scheduled for Washington and Miami in 2011. The receptions aim to give customers, community partners and the media a preview of the company’s initiatives for the coming year. Guests can also sample Latin American cuisine, and each attendee will receive copies of the 75th anniversary commemorative edition of Goya’s signature recipe books.
--This month marks the launch of a book tour featuring historian Dr. Guillermo Baralt, the author of “If It’s Goya, It Has to Be Good: 75 Years of History,” a 446-page publication that explores the lives of Goya founders Don Prudencio and Doña Carolina Unanue through the prism of the Hispanic diaspora to the United States. Scheduled tour stops are Washington, San Juan, Miami, New York, and Madrid, Spain. The book will be available in a commemorative limited edition binding in addition to digital versions compatible with iPad, Kindle and Nook.
--In March, Goya will join forces with The United Way in a national effort to distribute product to several food pantries. Ten Goya facilities across the United States will each simultaneously donate 75,000 pounds of food (a total of 750,000 pounds) toward feeding the hungry. Additionally, Goya Puerto Rico is teaming with the Food Banks of Puerto Rico to distribute a donation of an additional 75,000 pounds of food to food pantries throughout the island.