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2020

Fidel Antillano “The greatest satisfaction of a musician is to finish a quality product and see the acceptance of the public” 

Latin America/ Venezuela / Caracas

Salsa is an expression of life within the caraqueño and Latin American neighborhoods. This fusion of rhythms has known how to slip in and no one escapes its magic and enchantment. Such is the case of pianist, composer and arranger Fidel Gregorio Antillano, born in the city of Caracas on June 10, 1962 and raised in one of the city’s sound districts, Los Frailes de Catia, where he lived surrounded by salsa groups, street performers, carnival and Christmas parties, enjoying the golden age of the salsa boom.

Fidel Antillano - Photo
Fidel Antillano – Photo

This genre influenced his destiny and allowed him to make it his way of life. Salsa is a cultural condiment with the flavor of many countries, which has managed to transcend borders.

Almost always at home the musical vein is lit. Was this your case? 

“There was influence from my relatives, in my house there was always music, it was like a big jukebox, La Billos, Los Antaños del Stadium, la Sonora Matancera, Barbarito Diez, Casino de la Playa, among others, my grandmother lived in El Retiro, in La Pastora, she had a piano, when I went to visit her with my dad, I sat at the piano and I liked what I felt, music was part of my family, my dad was a great music lover, he bought all kinds of records, classical music, Creole music, tango”.

Did your grandmother or your father play the piano?

“No, my grandmother Gregoria “Tata” -we called her that because of our affection-, she was an amateur but she did not play it, she had it as a reference, she played cuatro, my uncle also played cuatro and guitar, my father did not play anything, he bought many Lps, given the house we had -the piano was a kind of furniture that embellished and gave cache to the house-“.

Family photo of Fidel Antillano's uncles Isaías, Pablo and his grandmother Tata
Family photo of Fidel Antillano’s uncles Isaías, Pablo and his grandmother Tata

“My older brother -on my father’s side- he did have some knowledge, he was the most educated, in that house there were harps, cuatro, maracas, records, my family on my father’s side were very fond of music, from our musical family tree we have four musicians -Julito Antillano, Denis Antillano, José “Kikin” Fernández and me”.

What anecdotes or memories do you have of the piano?

“At the time of the construction of La Cota Mil, my grandmother’s piano was taken to my father’s house, at that time I began to kill a fever, I was about 10 years old, it was the time of the gazebos to choose the queens of the neighborhoods, the Sexteto Juventud was in fashion with its theme Caramel and Chocolate; at Christmas and Carnival we did not peel a rehearsal of the groups that lived in Catia”.

That would be the first impulse to awaken the gift within 

“Yes, that was my first impulse, I inherited that musical vein from my grandmother and my father, they were close to salsa and folk musicians, besides, my father and my uncle bought a lot of Long Play (elepé), I started working with my

brother in a shoe store and started buying records.

Fidel, I understand that you are a self-taught musician. How was that learning process and deciding that the piano would be the instrument to play?

“Yes, I am a self-taught musician, back in the 70s we used to hear Nico Monterola’s Orquesta Renovación, La Banda y Su Salsa Joven on the radio. To my surprise, we used to meet with those musicians and we used to go and hang around their rehearsals, this had a big impact on me, there were many shows, it was a coming and going of groups of the moment”.

Orquesta Renovacion
Orquesta Renovacion

When I was 18 or 19 years old, seeing Salsa Mayor, Pacheco, Carlos “El Grande”, all those great musicians, I made the decision to learn to play an instrument, I looked for a teacher or someone who would teach me to play the piano -Salsa was underestimated and that’s why they thought it shouldn’t be studied”.

He got a teacher

“No, because of what I’ve told you, salsa was seen with bad eyes, the scholars did not see it as music would be, look, at that time I was exchanging the Lp with my friends, in one of those exchanges a friend lent me the album “Musical Conquest” by Sonora Ponceña, when I heard the song ‘Ñañara’ I fell and the entrance of the piano played by Papo Luca, that simple montuno, I was hooked – I said; this will be my thing!

That was the leap you’re hoping for 

“Yes, that was the big jump, I went uphill because I didn’t know what a chord was, I didn’t know anything, I mounted 4 songs with simple chords, taking the first steps I fell in love, then I joined people with more knowledge”.

“As there was no one to teach me, I saw books, I had chords of the songs and I was guided by a music theory book, I learned to decipher the codes, music is a code, I read the Swing Latino magazine -from my friend Angel Mendez-, without stepping on a school, I was fed up; one must know about harmony, contra punto, I bought the Berklee harmony book and many more, -I rubbed shoulders with other musicians -some records came as a clinic, all this was feeding me”.

He was his own teacher and a very disciplined student

“I was my own teacher and I took on a discipline because that’s what I wanted, if you went to an institution where they gave music lessons and you said you wanted to play salsa, the musician was fined or thrown out, they were treated in a derogatory way”.

It was worth the effort, from being an empirical musician to playing with the best orchestras.

“I started with Grupo Fósforo, back in 81, we only wanted to play, it was a sextet, Mr. Manuel Ibarra passed me the notes and I didn’t know much about playing, then Jesús “Mandinga” Torres, took me to see different groups, That’s when I decided to introduce brass into the sextet and it became an orchestra, -all the arrangements were done by me-, I had any number of records and many songs from those Lp were not played or played by other orchestras -Gran Combo, Sonora Ponceña, among others-“.

He is a collector

“Not a collector as such, but I do like it, not with the eagerness that any collector has to obtain all the production, as La Sonora Ponceña says, but I have my Lp”.

What happened with the group Fósforo?

“It dissolved because they each started playing for different orchestras.”

And then the Grupo Fósforo   

“Mandinga tells me that Carlos “Tabaco” Quintana needs a pianist, I clarify to him that I do not know how to read the scores, that he gives me the papers that I have the album, I began to listen to the album and I saw the papers, with that I completed the study, and I was increasing the experience, I recorded in the production of Tabaco and his Group Futuro”.

“Then with Dimas and his Orchestra Alegria, it was the first album I recorded professionally in the year 85, through those works I was doing with Dimas, I know Mauricio Silva, I felt afraid because Mauricio already had experience, he was the producer of Dimas’ album, but everything flowed, on the way I know many other professionals”.

“In the year 87 Roberto Blades came to Venezuela to the famous events Consul, Alberto Vergara recommended me Manuel Guerra and we made several tours by some regions of the country, then Julito – my nephew – told me that Naty Martinez needed a pianist”.

Fidel Antillano
Fidel Antillano

How was your time with Naty’s orchestra and your separation?

“Thanks to the album I made with Dimas, many doors opened for me, he believed in me and I will always be grateful for that. Through this album, Naty hired me, he already had references from me, and I recorded 4 of his productions with him -Naty, El Legendario, returned, In Dos tiempos and Proyecto Maelo-, with Naty I made my debut at the Poliedro de Caracas, I met Ray Barreto and the pianist Ricky González -he passed me some tricks-, we also went to Colombia and alternated with Grupo Niche and Joe Arroyo, a great growth and learning”.

“I left the Orchestra with a good relationship with Naty, so much so that he called me later to record in the productions, En dos Tiempos and Proyecto Maelo”.

It was a very fast growth 

“Yes, I’ve even recorded jingles, I was with the Orquesta Café de Caricuao, I was with Erick Franchesky in the production where he pays tribute to Billos”.

From Salsa orchestras to working with one of the greatest exponents of Caribbean popular music, maestro Porfi Jimenez 

“At the time that erotic salsa was introduced, I started to play with Porfi, merengue and snail soup were in fashion, all that music was in great demand, it was a boom, weekly there were 3 or 4 dances, this dragged a great group of followers, with it I go to Tenerife to some carnivals, I have great respect and admiration for the master”.

His time with the group of Porfi opened the doors to work with the group “Los Roques” of Tenerife

“Of course, however, I had left my resume there and one day they called me and told me that they were going to send me the ticket, I was with them for about 7 months, I played in the carnivals of Tenerife, it was something apotheosis, dances and dances did not let me come – laughs – they played merengue, I was blessed to visit Africa”.

All this accumulation of experience allows him to decide to create his own orchestra

“When Porfi was in the merengue boom, however, most of us musicians were salsa musicians, and because of that need to play our rhythm I decided to create my orchestra, but before doing the Combo Antillano we had an orchestra called La Gran Fuga, the singer was Edgar dolor, we killed fever with that orchestra and eventually I played with Naty and Porfi, because of so much activity I played with my orchestra on the days I had free, it was a good time for the groups”.

What happened with La Gran Fuga?

“We made it to occupy the days we had free with Porfi’s orchestra, at that time it had suffered a drop in the number of performances, but when it came back up, we didn’t have time or space to play, – well – it didn’t really dissolve, in fact they always give us caps to reassemble”.

From being the musician of the Orchestra Dé, to being the owner of El Combo Antillano and taking responsibility for a team

Combo Antillano
Combo Antillano

“A great responsibility and commitment, but it was time to do the same, we opened the compas playing music from the Gran Combo of Puerto Rico, that was the end, we played the greatest hits of the moment, no other band did, on Tuesdays that was full of people in the different places where we worked, this served as a bridge and accompanied other artists, Andy Montañez and other groups, this made me think about making original songs to record.

What was your first composition?

“The “Afro-Caribbean Music Festival” took place at the New Circus in Caracas, with 30 orchestras participating. Lil Rodríguez asked the orchestras to play original songs, and my first composition was a tribute to Caracas”.

At that moment they take a prize as the most applauded group of the night 

“Yes, that was impressive, with Leah’s song, a Mongo Santamaría song, it was something new for the moment, an instrumental discharge”.

Tell us about your record productions

“My first production is called Háblame de Melao (2010), in most of the songs I do the lyrics and arrangements, was something new, the black Mendoza puts me to record and tells me to do theme by theme, we made 21 track, but in the album only put 19, this production was made to recognize the singers, Dimas Pedroza, Teo Hernandez, Angel Flores, Larry Tovar, Luis del Valle “Don Wicho”, Rodrigo Mendoza, Eloy Rios, a tribute to them and highlight our people.

“The second, Fidel and the descarga de los Frailes (2013), here we handle the Salsa, Latin Jazz, Danzón, has a lot of instrumental music before starting the rumba, I had the desire to work and create with a sense of belonging, I made an innovation in the melody with the electric guitar and flute, I did not want to continue recording on wet”.

“and, Caracas en su Salsa (2018), is a tribute to the Salsa of Caracas, in this production we have 14 songs”.

Through this production you made a documentary with the same name, which begins with a beautiful phrase of Cabrujas “Caracas Suena. The city was made to be heard, not to be seen”. How would your interpretation of this hidden city be?

“There is a city that cannot be seen, but it is there, and although the media does not show it to us, we can notice it, through, for example, the musical groups that exist in our neighborhoods and that become visible when there are events, like the one organized by Héctor Castillo (+) in 1983, where we could realize that there was a whole cultural movement hidden in each of our neighborhoods”.

“So I urge this type of inter-neighborhood events, which allow the visibility of the hidden Caracas.

Another of his passions is composition. At what point does the muse come to him?

“At first sight I fell in love -laughs-, -Bella Cubana-, to compose you must have a little bit of each thing, love, dislike, joy, sadness, they are not always experiences of the composer, sometimes if, in the variety is the taste, in my case I work with the rhythmic part and I put lyrics, and more than muse is a mixture”.

He makes songs with meaning that captivate the audience

“You like your audience to identify with your songs, the lyrics are thought-provoking.”

Does the song I don’t want to live in the dark have to do with any experience?

“That one was written by Carlos Navarro and I arranged it for him, it was a personal experience of his. I was in a treatment centre and he talked to me about it, I decided to do the arrangement”.

In the music industry we have many issues of strip and shrinkage, is the case of Domina tu lengua

“Sometimes people think that a song can be a strip and shrink, because of the content of the lyrics, in this case it is not, this was written by the Cuban producer Luis Llamo”.

What gives you the most pleasure as a musician?

“Finishing the product with quality and seeing the acceptance of the public, when you are in the studio and you realize that it looks better, then it sounds on the radio, seeing that the public sings it, dances it, that’s priceless, that’s the greatest satisfaction”.

Which of your productions has given you the most satisfaction?

“Tell me about Melao.”

Why?

“There is a great variety of rhythms in it, I had the opportunity and the satisfaction of exchanging with a large number of people from outside, in it is the theme Pa’ Barlovento, in it exported what is ours, our native rhythm, Venezuelan Sangueo, the Culo e’ Puya, the San Millán”.

What have been your musical influences?

“I wouldn’t be a musician if it wasn’t for Papo Lucas, trying to emulate what he did, as a musician, arranger and person, I admire him a lot, from here comes my influence, -in what time he learned everything he knows-, that makes him incredible, apart from the master Tony Monserrat, an independence with his left hand, he was a virtuoso”.

Many begin by imitating a style, versioning lyrics from other groups. What do you think of the copies, has creativity been lost?

“It’s a resource that is used, at a certain moment, it’s a hook, I barely had the opportunity to do my work, one must have the ability to discern where to play each song, maybe many are afraid of not liking it, or not being accepted”.

What do you think this fear is about? 

“Perhaps not to be broadcast on the radio stations.”

He believes that more support is needed from the various media

“Yes, the lack of support sometimes makes one fear, it’s worrying to touch on a subject and the track gets empty.”

That’s when the artist turns to the hated payola

“I don’t agree with the payola, but it is a necessary evil, all the work that an orchestra owner does generates expenses, and after making an investment you need a retribution; previously live performances were a springboard, they projected a lot to the groups, that has declined a lot”.

What has happened to the Bolero in productions, you don’t listen to them anymore?

“The record companies are more determined to sell, that’s why I think they stopped recording, the new generation should identify with that rhythm, there are many beautiful boleros and if they stop recording they might be forgotten”.

Fidel, what new projects are on the way?

“Right now I’m recording with Angel Flores -record pocket- the song is called Callejon 107, is dedicated to the experiences of Latin American neighborhoods, is a son montuno very tasty, lyrics by Flores and with arrangements by this server”.

At this time when humanity is going through a hard test for its survival, what message would you leave behind?

“There is advice to live a life attached to good habits, one must live under these guidelines, the book of proverbs is wisdom… The man who walks in integrity walks confidently”.

By Eling Blanco, ISM Jounalist Correspondents, Caracas, Venezuela

Mauro Mosquera Singer and Composer from Medellín Colombia

Mauricio Esneider Mosquera (Mauro Mosquera) was born in the city of Medellín and has composed songs for various artists such as El Combo de las Estrellas, Pipe Bueno, John Alex Castaño, Diego Galé, among others.

He has been part of great orchestras as a singer and some are: El Grupo Niche, Fruko y sus Tesos, The Latin Brothers, La Sonora Dinamita, Orquesta Metal Puro de Ecuador.

He has also recorded choruses with Los Gigantes del Vallenato, Hevert Vargas, El Grupo Niche, Olga Tañon, for different artists of Codiscos y Discos Fuentes, Los Grandes de la Salsa Volumen II, Maité Hontelé, etc.

As a soloist he has recorded three albums and has been contracted by: Manizales, Pereira, Bogotá, Pasto, Cali, Quibdó, Chile, Ecuador, Costa Rica, Mexico, Los Angeles California, New York, Dallas, Utah, Montreal, Toronto, Quebec.

Mauro Mosquera Singer and Composer
Mauro Mosquera Singer and Composer

He is currently producing music for national and international Salsa artists and national popular music.

He has been invited as a singer to important events with the Symphony of Pereira in several opportunities, with the Symphonic Band of the University of Antioquia and with his Swing Orchestra he has performed in Medejazz, in the Fair of the Flowers and in the municipal parties of Antioquia.

Ángel Canales the Legacy Perico Macoña

Angel Canales is an icon of Salsa, one of the performers who despite his early retirement, his music is still frequently played in countries like Colombia, Venezuela, Peru and Panama among others, his legacy has impacted many generations of musicians and producers, who admire his ideas, his rebelliousness, his daring when choosing arrangers and musicians, breaking patterns and schemes.

Perico Macoña - MAuro Masquera Ft. Budu
Perico Macoña – MAuro Masquera Ft. Budu

“Perico Macoña”, the voice of Mauro Mosquera from Colombia and the urban touch with Budu from Venezuela.

This musical project was born with the idea of showing this legacy to new generations, keeping the essence in the arrangements and without trying to imitate him, each performer gives a new personality to the songs, a production full of special guests, directed by the young talent Irving Manuel, the first promotional cut was presented in November 2019 in the voice of Rafu Warner with the classic “Hace Tiempo”.

Beginning in 2020 the recordings continued until the whole project and the recording of the guests was delayed due to the pandemic, although not with the same speed several musical sessions could be finished and thanks to today’s technology that allows us to record from a distance, the second single of the production entitled “Perico Macoña” was completed, the voice of Mauro Mosquera from Colombia and the urban touch with Budu from Venezuela, achieving a mix between the classic sound and the current.

These two songs are available worldwide on all digital platforms and of course on YouTube. Throughout the year, the new cuts of the production will continue to be presented, seeking to bring together a strong group of guests who, with all due respect, will take this musical legacy to new generations to last for many years to come.

Mauro Mosquera Singer and Composer from Barranquilla Colombia.

Mauro Mosquera
Mauro Mosquera

By: Diana Maria Ruti – Miami Correspondent for International Salsa Magazine

Eva Gordillo, psychologist by profession and director Salseros Academy

Eva Gordillo: The so-called Cuban style is the original way of dancing “casino” or “rueda de casino”.

The first steps of this dance were developed in the sports casino in Havana and other dance halls in the Cuban capital at the end of the 1950s, hence its name in Cuba: “–“, as it was originally called “El baile del casino”.

Photo of Salseros Academy Dance Academy
Photo of Salseros Academy Dance Academy

In Barquisimeto, the musical capital of Venezuela, the dancers of Afro-Caribbean rhythms have a place to develop, improve and learn skills with the help of professionals, who achieve the integration of its participants, creating an atmosphere of great joy for all ages.

In this sense, our special guest in Salsa Escrita “La Columna Salsera de Barquisimeto”, through International Salsa Magazine, www.salsamundi.com, is Eva Gordillo, psychologist by profession and director of the dance academy “Salseros Academy”.

Dancers of Salseros Academy Dance Academy
Dancers of Salseros Academy Dance Academy

Eva has been a passionate dancer since the age of 13 and today, with only 22 years old, she has toured most of the dance schools in the twilight city and some outside the state of Lara, projecting and developing herself as an instructor of proven hierarchy and reliability.

Welcome Eva to the only salsa magazine in the world, International Salsa Magazine and Salsa Escrita. Thank you, Professor Carlos, for giving me the opportunity to be present in your prestigious salsa column, which is already recognized in my country, the Caribbean, the United States and Europe, thus supporting the entire existing salsa movement in Venezuela.

Eva Gordillo and Members of the Salseros Academy dance academy
Eva Gordillo and Members of the Salseros Academy dance academy

Eva, how and when did the idea of having your own dance academy come up? Friend Carlos, on November 26, 2018, I started and materialized my great dream, my own academy and together with my colleagues and friends, Eleazar Hernandez and Manuel Gamez, we started this adventure, from which today, we are harvesting many fruits and we feel extremely happy with this project and grateful, mainly with God, because everything is thanks to Him.

Excellent, very good friend, by the way, what kind of dances do you develop and teach in “Salseros Academy”? In our academy we give group and personalized classes, for all ages, conditions and levels. Our strength is Latin rhythms, especially Salsa, as our name indicates.

We focus on their different dance ramifications, such as New York style mambo, Salsa en Linea or Los Angeles style, Cuban Timba en Linea and En Rueda or “Salsa Casino”. Amiga Eva, in addition to salsa, do you teach other dance rhythms? Indeed Carlos, in addition we teach some Cuban music derivatives such as the chachachá, pachanga and boogaloo.

We are also projecting ourselves strongly with the bachata and its variants, as well as other Latin genres, such as merengue, among others.

During a visit to the headquarters of “Salseros Academy” in the city of Barquisimeto, by the Latin American correspondent team of International Salsa Magazine, we were able to see the excellent, comfortable and spacious facilities, located on Carrera 16 between Calle 61 and Avenida Rotaria, where Eva is accompanied by four experienced instructors specialized in different dance styles. The attendance and registration of participants is massive, given the proven quality and recognized throughout the city of Barquisimeto.

Dance Academy Salseros Academy
Dance Academy Salseros Academy

Friend Eva Gordillo, do you also have other projects at a musical and danceable level? That’s right teacher, at present we are heading to be producers of salsa events, thus promoting the Latin dance movement in our state Lara.

By the way, last year we had the pleasure of carrying out an event called “La Gran Gala de la Salsa” (The Great Salsa Gala), on the occasion of the celebration of the 1st anniversary of our academy, in which the dancers were able to enjoy the “Kadencia Latina” and “Jossy y su Banda” orchestras. Digital platforms and contacts for those interested in dancing at Salseros Academy? Friend Carlos, they are: Instagram: @salserosacademy, @evacarolgz, Whatsapp: 0424-5697908, Facebook: Grupo Salseros.

On behalf of the academy, my team and students, we would like to thank you for your support and projection of our work through your column “Salsa Escrita” in International Salsa Magazine. We wish you success and blessings to continue driving the Venezuelan salsa movement.

ISM Salseros Academy Dance Academy Fund
ISM Salseros Academy Dance Academy Fund

By Carlos Colmenares, ISM Journalist Correspondents, Barquisimeto, Venezuela

Manny Cruz and Miriam Cruz join in “Yo Quisiera Ser”

Latin America / Dominican Republican

“Yo Quisiera Ser” is the new song that unites La Diva del Merengue, Miriam Cruz with one of the artists of the moment Manny Cruz, which promises to be a total success and they plan to release it in August.

This merengue is authored by Frank Ceara and Manny Cruz, arranged by Edwin García and recorded at Stereophonic Studios in Santo Domingo.

“Collaborating with one of the most beautiful voices in the Dominican Republic is a huge pleasure”. Miriam is an artist that I admire very much and I know that this song will be a God through hit” mentioned the young artist.

The launch will be accompanied by a video clip that will be filming in the coming days and the project will have a distribution by La Oreja Media Group and coordination by Focus Entertainment and Lanhut Récord.

As expressed days ago, La Diva del Merengue is confident with this collaboration with Manny, the new blood of merengue and is sure that “Yo Quisiera Ser“ will connect with popular taste in a very special way.

Manny_Cruz_and_Miriam_Cruz
Manny Cruz and Miriam Cruz

Despite the situation that is being experienced worldwide with COVID19, neither of the two artists have stopped their work; with his most recent single “No Creo en el” ​​which sounds insistently and Manny Cruz with his most recent collaboration with Elvis Crespo “Imaginarme Sin Ti” which has already reached more than 5 million views.

For more information contact them through:

Porfirio Pina
646-420-6005
[email protected]

Alexis Brugal
829-944-0415
[email protected]

The message of the Latino community in the United States to Goya Foods

or weeks, we have witnessed how the Latino community in the United States has withdrawn its support, and has even considered its decision to buy Goya Foods, after the demonstration of support by its CEO to Donald Trump.

Goya Foods, or Goya as this Hispanic-rooted food company is popularly known, faces calls for a boycott in the United States. This comes after its CEO, Robert Unanue, fervently praised the President of the United States, Donald Trump, saying that his leadership is “a blessing.”

La Goya Food Company
La Goya Food Company

Goya Foods is the largest Hispanic-owned food company in the US With these statements, many of its loyal consumers and even some high-profile Democratic supporters are asking that they not buy the company’s products.

Unanue attended an event at the White House where President Trump signed the Hispanic Prosperity Initiative, which was described as an effort to improve access to educational and economic opportunities for members of this community.

Unanue’s exact words were: “We are all truly blessed to have a leader like President Trump, who is a builder.”

For many regular consumers it is puzzling and contradictory that the CEO of the largest empire of food consumed by Latinos in the United States, suddenly decides to support so openly a president who is not exactly the favorite for Hispanics.

Since then, much criticism has rained, not only for the political affinities of the highest representative of Goya Foods, but for what this company represents for the millions of Latinos in the United States.

The White House, has made controversial anti-immigration decisions, sought to end a policy that protects hundreds of thousands of undocumented youth from deportation, and sought to build a border wall in the south. enacted a policy that separated children from parents when they were detained at the border.

Many consumers have since said that they would no longer buy the company’s products, which include basic inputs for the preparation of traditional food in many Latin American countries. Those who promote this boycott have shared brands and alternative recipes on different social networks, with the hashtags #Goyaway and #BoycottGoya.

What message do Latinos want to send to Goya?

Some consumers say they have grown up with a sense of cultural attachment to the brand, but are now disappointed by the CEO’s comments. Many have relied on the company for affordable products that are often hard to find, but are key ingredients in Hispanic cuisine. Now they feel slighted by a CEO who has left the community that supports their company.

Unanue defended himself and pointed out that he has also worked with initiatives of former US first lady Michelle Obama. She stated that, in her view: “This is repressing (freedom) of expression,” she said. “I don’t apologize for speaking – and especially when the president of the United States calls you – you’re going to say, ‘no, sorry, I’m busy, thank you.’

Robert Unanue and his message at the Goya Foods
Robert Unanue and his message at the Goya Foods

But the debate seems to involve more than just Latinos, as Goya has always been concerned about also attracting non-Latino consumers, from Asians to white Americans, using advertising slogans in English such as “Goya, O-Boya.” For many non-Latinos, consuming Goya products is a fairly authentic, albeit superficial, way of practicing Latinidad.

Goya fans are divided on whether or not to follow the boycott, a considerable number planning to end their attachment to the brand. Some have even published recipes for making adobo and stir-fry, among other alternatives to the brand’s products. Others have posted suggestions for lesser-known brands like Sun Vista, Pilón and Badia.

Goya will have to deal with a significant drop in sales and its perception in the market, at least in the short term, during a time when so many economic indicators are in recession. It’s also true that earlier this year, Goya donated some 136,000kg of food, or roughly 270,000 meal portions, to food banks and organizations to help with the coronavirus crisis. In the event that generated all the controversy, Unanue announced that it would donate another million cans of Goya chickpeas and 454,000 kilos of food products to food banks to help families affected by the pandemic.

Elections in key states are often defined by very narrow margins; even a small dropout of Latinos from the Republican side could be decisive for the results.

The White House Hispanic Prosperity Initiative Act created a 20-member commission designed to work with various Cabinet members to implement vague initiatives related to employment, education, and small business development. But most Latinos will find this effort too little, too late, and too much like election-year complacency.

Robert Unanue and his message at the Goya Foods
Robert Unanue and his message at the Goya Foods

The message of the Latino community in the United States is very clear, they are a united front and will not be manipulated by last minute actions, even with the support of important figures in various sectors of the Hispanic community.

Why is Goya an icon of Hispanicity?

Like many of the immigrants in search of the “American dream”, Prudencio Unanue landed with his wife in New York in 1921, from Puerto Rico. The Unanue family had emigrated from Spain to the island in the early years of the 20th century. In New York he settled in the Latin quarter of Harlem and after several years of hardship, one day in 1936 he made the best investment of his life: he bought a bankrupt company (Seville Packing Company) and the Goya brand.

In 1936, Prudencio Unanue found the name Goya perfect: simple and easy to pronounce in Spanish and English. And he decided that his new business venture would bear that name, convinced that this time he would achieve his goal. He bought the brand for $ 1. He never imagined that that day a giant was being born that today has a turnover of more than US $ 1,500 million a year, according to company figures, and sells all kinds of foods of Hispanic American origin, such as beans, rice, canned meat and seafood, condiments, cheese, oil and even frozen dishes.

Goya Foods Products
Goya Foods Products

It started by importing products from Spain – like olives and olive oil – to sell to Spanish expatriates, but quickly expanded the business to import food from Latin America to reach other immigrant communities. In fact, as after the Second World War, a wave of Puerto Ricans entered New York to fill the lack of labor in the factories, Unanue realized that there was a great opportunity.

Then, in the 1960s, the first Cuban wave arrived and thus, little by little, Latino immigrants were opening up space in the different states of the country, and in the same way the business began to expand. Goya gave an answer to the “nostalgia” of those who leave their country.

Prudencio was succeeded by his son Joe, who inherited the challenge of expanding Goya internationally and today the firm is under the executive direction of his grandson: Robert Unanue. It only remains to wait to see how high the price Goya Foods will have to pay for having disheartened so many, to maintain a political stance rejected by the majority of its consumer base.

Goya Foods Empire
Goya Foods Empire

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International Salsa Magazine (ISM) is a monthly publication about Salsa activities around the world, that has been publishing since 2007. It is a world network of volunteers coordinated by ISM Magazine. We are working to strengthen all the events by working together.