The #BoycottGoya Trend: Does Social Media Cancel Culture have an Impact on Business?
| Case Code: MKTG449
Case Length: 12 Pages
Pub Date: 2023
Teaching Note: Available
| Price: Rs.400
Organization : Goya Foods, Inc.
Industry :Food & Beverage
Countries : United States
Themes: Communication Strategy, Social Media, Reputation Management,Leadership Style
Abstract Case Intro 1 Case Intro 2 Excerpts
History of Goya
In 1936, Unanue’s grandparents, Don Prudencio Unanue (Prudencio) and Carolina, emigrated from Spain to the US. They saw that there was market potential for certain foods among Hispanic families in the regions of New York and New Jersey. So, they set up a store called “Unanue and Sons” to sell various food products, which included olive oil and sardines, that would appeal to Hispanics. Later, Prudencio purchased the name ‘Goya’ from a Moroccan sardine importer for US$ 1, as he thought that it would be easier for people to pronounce it rather than his own last name that was pronounced as oo-NA-new-way (Unanue). He then formed Goya Foods, Inc. to operate his business..
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