L.A. Among Goya's Targets for Non-Hispanic Push

Goya Foods is preparing a marketing push in Los Angeles and other areas to broaden its appeal beyond its Hispanic base.

A small shop in Providence, R.I., called The Link Agency is charged with creating highly targeted advertising and promotions focusing on non-Hispanics. The work will run in L.A., Houston, Chicago and regions of the Northeast, the agency said.

Goya, based in Secaucus, N.J., markets foods such as rice, beans and nectars. The company is seeking “more general-market penetration” for its products in the grocery trade and among consumers, according to Link representative Joanne Sourial.