Monday, April 7, 2008
When it comes to brand loyalty, Latinos are blood in and blood out. To
hell with Snuggle or Downy, Suavitel is official fabric softeners-
spic approved. Feminine wash? Summer's Eve?!? No no mija use Lemisol.
And when it comes to groceries leave all that other crap on the shelf
because it's all about Goya baby.
Most supermarkets separate their aisles by product types so in aisle 1
the sign will read "Cereal, Syrup, Oatmeal, Pancake Mix." Aisle 2:
"Bread, Cookies, Crackers and Juice." Aisle 3 simple reads: "GOYA."
That fact that Goya is the only brand name with their own Aisle in
every supermarket across America is a true testament to the power of
the Latino dollar. You don't see a "Kellogg's" aisle or a "Nabisco"
aisle, that's cause gringos ain't ride or die like that.
From rice and beans to cooking oil and garlic powder, Goya has
cupboards on lock. If Goya made a soap, Latinos would lather up and
proudly walk around smelling like salchichas. And with tasty soda
flavors like Coconut, Tamarind and Cola Champagne, 50 Cent may have
been better off doing his VitaminWater deal with Goya instead of
The reason why we go so hard in the Goya aisle is simple, cause our
mothers used it. And god forbid she sent you to el "super" with a list
and you came home with that "other" can of Gandules, mijo please. Goya