Goya, Lopez Negrete Terminate Relationship

DALLAS Goya Foods and Lopez Negrete Communications have parted ways, according to the client and agency.

Houston-based Lopez Negrete has held Goya’s Hispanic advertising account for more than 10 years. Goya will now handle that business in-house.

Product lines Lopez Negrete worked on included Adobo, Nectars and Canilla Rice.

“It is a positive decision that will allow both parties to more profitably maximize their growth strategies into the future,” shop president and CEO Alex Lopez Negrete said in a statement.

Secaucus, N.J.-based Goya Foods spent $10 million in general-market media last year, and $5 million on Hispanic media, according to Nielsen Monitor-Plus. Avrett Free Ginsberg in New York and Providence, R.I.-based The Link Agency handle the client’s general-marketing advertising.