Goya Aims to Expand the Neighborhood

September 24, 2010  |  

(New York Times) — ASK Latinos who grew up in the Northeast about Goya Foods and chances are they have used many of the company’s products — canned beans, jars of olives and adobo seasoning among them — to prepare traditional dishes like ropa vieja or arroz con gandules.

But now the company, whose navy blue label has for decades been at home in Latino households, is going after a broader, general market with a new advertising campaign. And for the first time in its 75-year history, Goya is using mobile technology in its efforts.

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