Case Study: Goya Foods achieves precise, culturally targeted distribution and marketing with Geoscape

Enhancing Product Distribution and Marketing with Current and Actionable Market Intelligence

Goya Foods, the largest Hispanic‑owned food company in the U.S. with more than 75 years serving diverse Latin cuisines, faced a growing problem: its census‑based analytics became quickly out of date amid accelerating internal migration and varied country‑of‑origin food preferences (e.g., pinto vs. black vs. pink beans). The company needed current, local‑level demographic insight to match product mixes and marketing to distinct Hispanic consumer segments and to identify new market opportunities.

Goya adopted the Geoscape Intelligence System (GIS), an online market‑intelligence platform that delivers timely, granular data on race/ancestry, income, language preference, acculturation and more via tools like Retail Target Analyzer, Marketscape and the MDx Report Generator. The result: more persuasive, data‑backed product recommendations to retailers, better targeted language‑ and culture‑specific marketing and couponing, improved identification of migration‑driven opportunities, stronger negotiating leverage with store buyers and increased sales in under‑penetrated trade areas.

Goya Foods

Pablo Maldonado

Marketing Analyst, Goya Foods