It is rare that a can of black beans becomes a political flashpoint, but that is exactly what happened under the watch of Robert Unanue. If you have walked down a grocery aisle in the last few years, you’ve probably seen the Goya logo. It’s iconic. But the man who led the company for two decades has become just as famous—or infamous, depending on who you ask—as the adobo seasoning his family made a household staple.
The story of Goya CEO Robert Unanue isn't just about food distribution or boardrooms. It's a messy, fascinating look at what happens when a private family business meets the high-voltage wire of modern American politics. Honestly, it’s been a wild ride for a guy who started out packing olives when he was ten years old.
The Rise and Sudden Friction
Bob Unanue (most people call him Bob) didn't just walk into the CEO suite. He earned his stripes. He’s the grandson of the founders, Prudencio Unanue Ortiz and Carolina Casal, who started the company in a small Manhattan storefront in 1936. Before taking the top job in 2004, Bob worked in production, delivery, and even ran a restaurant for a bit. He spent seven years running the Puerto Rico operations in the 80s.
By the time he took over, Goya was already a powerhouse, but Unanue pushed it further. We are talking about a $500 million strategic plan that saw revenue climb past $1.5 billion. He expanded the footprint with massive distribution centers in Texas, Georgia, and California. The business was thriving. Then came 2020.
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Everything changed when Unanue stood in the Rose Garden and said, "We're all truly blessed... to have a leader like President Trump."
The backlash was instant.
Social media erupted. #BoycottGoya started trending before he even left the White House grounds. But here is the kicker: the boycott actually backfired. Unanue later joked that Alexandria Ocasio-Cortez was the "employee of the month" because her call to stop buying Goya products allegedly led to a massive spike in sales. People who had never bought a can of pigeon peas in their lives were suddenly stocking their pantries to "buycott" the brand.
A Boardroom at War
While the public was arguing about beans on Twitter, a much quieter war was happening inside Goya’s Jersey City headquarters. You see, Goya is a private, family-owned company. That means the board of directors consists of Unanue’s own cousins and relatives. They weren't all thrilled with the spotlight Bob was drawing.
In January 2021, the board took the unprecedented step of censuring him. They basically told him to stop talking to the media about politics.
Did he listen? Not really.
Unanue continued to make high-profile appearances, including at CPAC and the Republican National Convention in 2024. He didn't just stick to economic policy, either. He began leaning heavily into social issues, specifically focusing on child trafficking through his Goya Cares initiative. He even executive produced the film Sound of Freedom.
By February 2025, the tension finally snapped.
In a move that shocked the business world, Unanue announced that the board had voted to terminate his employment. He was effectively out after nearly 50 years with the company. He claimed he was "left in limbo" with no real answers. However, legal filings from his cousin, Frankie Unanue, painted a different picture, alleging issues related to the oversight of the company's IT department and "clandestine agreements." Bob, of course, called these claims "frivolous and absurd."
Why Robert Unanue Matters Now
Even though he's no longer at the helm of Goya, Unanue remains a massive figure in the Hispanic business community. In September 2025, he was appointed as Chair of the "America Combats Trafficking" initiative at the America First Policy Institute. He isn't fading into a quiet retirement.
He’s still out there.
The Legacy of Growth vs. Controversy
It is easy to focus on the headlines, but the numbers tell a story of massive commercial success.
- Under his leadership, Goya grew its product line to over 2,500 items.
- He successfully navigated the company through the global supply chain crisis.
- The Goya Gives program donated millions of pounds of food during natural disasters, like the Los Angeles fires in early 2025.
But the price of that success was a fractured family and a brand that became a political Rorschach test. For some, he is a hero who refused to be "canceled." For others, he is a cautionary tale of what happens when a CEO lets their personal brand overshadow the company's mission.
What Most People Get Wrong
People think the Goya drama was just about a single quote in 2020. It wasn't. It was the culmination of years of internal family friction and a shifting demographic landscape. The Unanue family has always been private, but the modern era of 24-hour news and social media made that privacy impossible to maintain once the CEO became a regular on Fox Business and Newsmax.
The lesson here? In 2026, there is no such thing as "just business."
Every statement, every endorsement, and every initiative is scrutinized. Unanue knew this and leaned into it anyway. He once said he "will not be silenced," and so far, he’s lived up to that.
Actionable Takeaways for Business Leaders
If you are looking at Unanue’s career to figure out how to navigate your own path, here are a few things to keep in mind:
- Understand the Power of "The Counter-Trend": Unanue proved that a boycott doesn't always hurt the bottom line. Sometimes, it solidifies a base of customers who are even more loyal than the ones you lost.
- Board Alignment is Everything: You can be the most successful CEO in the world, but if you don't have the support of your board (especially in a family business), your tenure has an expiration date.
- Separate Philanthropy from Politics (If Possible): While Goya Cares did a lot of good, its association with Unanue’s political stances made it a target. If you want a social initiative to survive your departure, it needs to stand on its own merits.
- Know Your Roots: Unanue’s deep knowledge of the "production floor" gave him a level of respect with employees that helped him survive internal turmoil for years. Never lose touch with the actual product you're selling.
Robert Unanue’s departure marks the end of an era for Goya Foods. Whether the company moves back toward a quieter, less political existence or continues to be a lightning rod remains to be seen. But one thing is for sure: Bob Unanue isn't done talking.