Goya Foods is partnering with the United Soybean Board (USB) to launch a new campaign to bring awareness to the health benefits of Goya Vegetable Oil. Goya Foods will be USB’s first Hispanic-focused strategic partnership. Starting in August, Goya Vegetable Oil will feature a new label marked “100% Soybean Oil” prominently on the front panel of the product in both English and Spanish. Goya will kick off the first of its campaign with a combination of impactful in-store ads and displays at point-of-purchase across 500 grocery stores in the Northeast area, where sales are at its highest for Goya Vegetable Oil. The campaign will then extend nationwide. “There is a rise in awareness for the importance of health and nutrition among the Hispanic community,” said Joseph Perez, Senior Vice President of Goya Foods. “Working with the United Soybean Board is an opportunity to educate consumers and highlight relevant benefits of a staple, multi-purpose ingredient that will inspire families to feel even better about their purchase of Goya products.”  

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