Tucked within rows of products at Goya's sprawling warehouse are exactly what one would expect to see from the country's largest producer of Hispanic foods—along with a few new items that might seem as if they belong on the shelves of an upscale grocer.
Earlier this year, family owned and run Goya cut the ribbon on a $127 million corporate headquarters in northern New Jersey. The company has a virtual lock on the flavorful and rich foods of Latin America sold in the continental U.S., most notably rice, beans and regional specialties like nectars and fruit paste.
Upon closer inspection, the company's shelves also hold newer, healthier fare such as organic rice and beans, jasmine rice and coconut water. That is no accident—and no, you haven't stumbled into Whole Foods by mistake.
It's all part of a multiyear, $500 million strategy that Goya hopes will help endear the company to its natural consumer base, U.S. Hispanics, whose spending power Nielsen recently estimated would reach $1.5 trillion this year.