USB, Goya Foods Address Growing Hispanic Market with New Soy Campaign

The United Soybean Board (USB) has forged its first Hispanic-focused strategic partnership, partnering with Goya Foods, the largest Hispanic-owned food company in the U.S., to launch a new campaign to spread awareness of the health benefits of Goya Vegetable Oil which is made from 100% U.S.-grown soybeans.

Beginning in August across 500 stores in the U.S. Northeast, Goya Vegetable Oil will feature a new label declaring the product to be “100% Soybean Oil” in both English and Spanish, and will be accompanied by in-store ads and displays at points-of-purchase to boost awareness with consumers that most vegetable oils are 100% soybean-based. After being established in the Northeast, where sales of Goya’s Goya Vegetable Oil are at their highest, the campaign will spread across the rest of the U.S.

"Case studies confirm promoting vegetable oil as 100% soybean will increase sales," said Steve Poole, Director of Human Health & Nutrition Communications, United Soybean Board. "USB respects Goya Foods' leadership in the Hispanic community and is excited by the partnership."

The partnership aims to increase consumer’s awareness that soybean oil contains zero trans fats and is a good source of Omega-3 fatty acids which can help reduce the occurrence of heart disease and reduce blood pressure, and may lower cholesterol levels.