http://www.nytimes.com/2013/06/16/business/joseph-a-unanue-former-chief-executive-of-goya-foods-dies-at-88.html?ref=obituaries
The New York Times
June 15, 2013
Joseph A. Unanue, Former Chief Executive of Goya Foods, Dies at 88
By SUSANNE CRAIG
Joseph A. Unanue, who as chief executive helped Goya Foods become the largest
family-owned Hispanic food company in the United States, died on Wednesday at
his home in Alpine, N.J. He was 88.
The cause was complications of pulmonary fibrosis, said his son, Andy.
Mr. Unanue (pronounced oo-NAN-way) was one of four sons of Prudencio and
Carolina Unanue, who founded Goya in 1936 to sell olives, olive oil, sardines
and other food to local Hispanic families. Andy Unanue said his father started
working at the company as a boy, delivering food and running errands during the
summer and on weekends.
Joseph Andrew Unanue was born in Brooklyn on March 14, 1925. He served in the
Army in World War II and was awarded a Bronze Star. After the war he attended
the Catholic University of America and graduated with an engineering degree
before joining the family business.
"We had a hard time convincing the chain stores that the Hispanics pay with
money," Mr. Unanue said in a 2004 interview with the Smithsonian's National
Museum of American History, which was recognizing him as part of an exhibit
about Latino achievement.
Andy Unanue said some supermarkets were initially reluctant to give Goya shelf
space alongside more mainstream items and, instead offered the company a
separate section for its goods. "Instead of refusing the lesser offer, he used
it to the company's advantage and took it," he said. "We still have some stores
that have Goya sections, and that is because of my dad."
The company was founded as a storefront business in Lower Manhattan by Prudencio
Unanue, who had moved to the United States from Puerto Rico after emigrating
there from his native Spain as a young man. He died in 1976, leaving the company
to his sons, Joseph, Charles, Francisco and Anthony.
Joseph was named chief executive in the mid-1970s and had increased revenue to
more than $1 billion, from $20 million, by the time he left in 2004. Under his
watch, Goya struck up a relationship with Wal-Mart and a number of grocery
chains.
Mr. Unanue is also credited with coining the company's well-known advertising
slogan, "Goya - oh boya!"
Mr. Unanue and his son, who became chief operating officer, left Goya Foods
after a disagreement with other family members about the company's direction.
Still, Mr. Unanue, a major shareholder, retained a seat on the board. He was
also an adviser to the private equity firm that Andy Unanue started after
leaving Goya.
In addition to his son and his wife of 58 years, Carmen, Mr. Unanue is survived
by three daughters, Mimi Unanue Guggenheim, Maribel Unanue and Mari Unanue; and
18 grandchildren. Another son, Joseph F., died in 1998, and a daughter, Mary
Ann, died in 2009.