Goya marks the first strong DTC push with an online store


Goya Foods celebrates Hispanic Heritage Month by launch your own online store where consumers can order products and have them delivered to their doorstep. While it’s not the brand’s first venture into direct-to-consumer e-commerce, Goya Foods’ senior national sales manager Rebecca James describes it as follows: CGT as the company’s first true DTC effort.

The company launched an online store through a third-party vendor several years ago, although consumers can purchase Goya products by the full case; however, the store lacked variety and functionality, says James.

“This is really our first effort to be consumer-centric with a DTC store,” she says. “Consumers can now shop by individual units as well as full cases with fast shipping anywhere in the contiguous United States. This time around, every aspect of the store was designed with the consumer in mind.”

[Read more: Barefoot Footwear Brand Xero Shoes Sprints Toward DTC With E-commerce Launch]

Goya’s new online store includes several established products such as adobo, sazón, chipotles, anchovy-stuffed olives, rice and beans, but also offers recently launched foods not easily found in local supermarkets, such as Latin roots crisps, baked fruit crisps and aloe vera drinks. .

Consumers will be able to buy in bulk or individual items in addition to various packs in several categories such as beans, seasonings, adobo, plantain chips, nectars, cookies, etc.

Improving access to Goya products

James says the company’s DTC effort will help Americans access Goya products wherever they live, overcoming challenges related to in-store inventory gaps as the brand expands distribution nationwide.

“Consumers located in North Dakota, for example, may not be able to easily find their favorite Goya products at their local grocery store,” she says. “Consumers who grew up with the brand and can’t find the sazon seasoning their Abuela cooked with, can buy directly from Goya and have it delivered quickly to their front door.”

In a statement, Goya Foods CEO Bob Unanue said the company is excited to expand its digital footprint and provide US consumers with an easy way to purchase their favorite Goya products.

“Despite the pandemic and the potential for a global food crisis, we have worked bravely to develop exciting new products that are both nutritious and affordable,” he added.

As the company grows its digital footprint, it seeks consumer feedback. “It’s a new adventure for us and we still have a lot to learn. Over the next few weeks, we’ll be diligent about what works and what doesn’t with the store. Jacques says

Goya hopes to continue the current momentum by expanding its range of assortments.

“We are also actively looking to bring merchandise (shirts, hats, aprons, etc.) to the store over the next few months,” says James. “Goya has made considerable efforts to expand its digital presence over the past few years. Launching our own DTC store is just the next logical phase of this effort.


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