North America

” Latin music “, a legacy that does not go out

Musical genres have been part of the citizen’s common life for more than fifty years. In principle, it originated to differentiate religious music from other styles. Starting the great variety of musical genres that we know today. The term “Latin music” was born in the United States to refer to the rhythms from Latin America.

This is due to the large number of groups that emerged in the 1950s. It sought to differentiate African American music from Latin American ones. From now on, different rhythms belonging to this category have come off, such as: salsa, merengue, bachata, cumbia, bossa nova, among others.

Long live Latin music!

Salsa, merengue and bachata, to name just a few, have become the flag of most Latinos; inside and outside their borders they dance, sing and teach others to move with that particular “son”. It is a rhythm that prints passion and a lot of dedication. The music industry is part of the history of this genre. Those who have managed to belong to their ranks have been immortalized through their songs. This movement has been on the rise, making those who were born in Latin American lands proud and accommodating documentaries and movies. Everyone wants to tell a story around Latin music!

5 movies you can’t miss

Films have become a window into the past and what we do not live but would like to recreate. In the case of music, there have been many themes that have been exposed. For this reason, we wanted to compile some of the best ones. You will love their content and you will want to see them immediately. Make your notes!

El Cantante, 2006

Movie - The Singer, 2006

The Singer, 2006

Héctor Lavoe is a Puerto Rican legend. A singer, composer and musical producer with a voice and talent what catapulted him as the greatest salsa performer in history. The film starring the also Puerto Rican Marc Anthony describes Lavoe’s life from his teenage years. The singer, as he is fondly remembered, traveled to New York City at just 16 years old.

Against his father’s will, he decided to go after his dreams. In the scenes we can see how he is part of a musical group and perform in a bar, he meets Eddie (Manny Pérez), Willie Colón (John Ortiz) and gets his first contract with a record label.

However, you will also get to know the darker side of Héctor Lavoe who went through drug and alcohol problems. Héctor meets and falls in love with Puchi (Jennifer López), mother of his son and a very important character in the film. Puchi accompanies him on this path of constant ups and downs until little by little his life begins to change.

They lose their son Tito, as a result of an accident with Héctor’s weapon, and he is definitely not the same again. A story that shows us the success of an artist, his talent and dedication, without neglecting his bad habits that led to his death.

Dance with Me, 1998

Dance With me - Img

Dance With me – 1998

A film in which rhythm and romance will run through your veins. Chayanne and Vanessa Williams play a dance couple who meet in the middle of a great coincidence. Rafael Infante (Chayanne) loses his mother and decides to travel from Cuba to Texas to meet his father, the owner of a dance school.

When she gets to see him, she doesn’t know how to tell him the truth and prefers to apply for a job as a cleaning assistant. However, they realize how great a dancer he is and he begins to have participation in the academy. In the scenes we will be able to see how they get together through dance and enjoy the Latin rhythms. A fun film that should be among your weekend selection. Enjoy it!

Cuban Fury, 2014

Image of Cuban Fury 2014

Cuban Fury 2014

It tells us a story of love, self-improvement, improvement of self-esteem and, of course, salsa. Bruce Garrett (Nick Frost) is attracted to his boss Julia (Rashida Jones) and wants to conquer her through dancing. Garret had qualities for salsa but during his teens he was intimidated and put it aside.

Today, he wants to regain that rhythm, overcoming self-esteem issues and personal fears. For the character it is not easy to leave behind those events that marked his life. However, you must put aside self-pity and allow the dance to define everything. Will it have good results? Find out for yourself!

Ciudad Delirio, 2014

4- City of Delirium 2014

City of Delirium 2014

Cali, Colombia becomes the setting for an adventure full of dance and new experiences. Javier (Julian Villagrán) is a Spaniard who travels to Colombia for work and cannot help but fall in love with its people, customs and women. He meets Angie (Carolina Ramírez) a Colombian who owns a dance school. Their encounters are marked by the music and dancers that characterize this city. Javier ends up learning to dance salsa and guess what? Become an expert!

If you want to know more, find it now!

Shine, 2017

Shine tells us about two Puerto Rican brothers Ralphi Matas (Jorge Burgos) and Junior (Gilbert Saldivar) who have separated due to bad experiences and after a few years, they meet again. Between them, an even greater distance is created when they are on opposite sides of the fight for the gentrification of the area where they grew up.

The dance and cultural roots are present throughout the film, with Uncle Julio (Nelson Gonzales) trying to unite them again. Drama, dance and romance take sides in Shine, a very common story among Latinos in the United States who struggle not to let their principles die.

Latin music is life, it gives color, improves mood and is part of a cultural legacy that will continue to be maintained through the years. Every day new exponents of the genre appear and this will continue to happen over the years. So be it!

Anya Katsevman: “You have the dream, I have the tools”

USA - New York - New York

When we refer to Anya Katsevman, the first word that comes to mind is: passion! And that is the only way we could explain that a woman has so much strength, dedication and dedication in different facets of her life.

Anya Katsevman is not only a dancer and choreographer, but also a motivational coach and dream builder. In addition, it has its own line of dance dresses and costumes. An unstoppable woman!

Anya Katsevman by Franklin Liranzo — Anya Katsevman Courtesy of Franklin Liranzo

A native of Kiev, Ukraine, Anya and her family immigrated to the United States when she was 8 years old. She is the younger sister of award-winning Latin dancer Eugene Katsevman. She lives in New York.

She also holds numerous titles in salsa. Among them, she is a two-time World Champion as well as the San Francisco International Salsa Congress and New York Salsa Congress Champion.

Anya Katsevman is a maker of champions

This is precisely the distinctive mark of Anya Katsevman , that ability to make each dancer, each artist, each dreamer discover in himself his potential to succeed, his style and make the most of his abilities.

She believes that “the art of dance requires much physical ability, exposure and practice. The art of dance is also developing your own voice and getting to know the artist behind the athlete that makes the dancer”

A wonderful career

“Queen of Salsa” Anya Katsevman is a two-time World Salsa Champion, coach and choreographer to more than a dozen world champions, noted costume designer, respected salsa congress circuit judge and advocate for international Latin dance who has transformed the sport during her more than 25-year career.

Renowned for her unique coaching methods, Anya’s style blends multiple cultures and dance forms: her eastern European upbringing and the appreciation for Latin dance culture that she developed in the United States; and her ballroom and salsa backgrounds. She demands rigor, discipline and excellence, and uses her understanding of anatomy, physiology and movement while encouraging freedom of expression to turn her students into the top dancers in the world.

Anya trains and choreographs for “Dancing with the Stars Costa Rica” principal dancer Lucia Jimenez (2020 World Bachata, Chacha and Salsa Champion), “America’s Got Talent” stars Harold Rancano and Regan Hirose (9-time World Bachata Champions), the Huracan Dance Company (2019 World Team Salsa Champions), the stars of Quebec’s  Revolucion Adriano Leropoli and Samantha Scali (2017 World Salsa Champions), principal dancers in Carmen to Havana and Back Isabelle Freiberger and Hunter Houde and the USA World Games Olympic salsa team.

Always successful and sharing her knowledge

As a competitor and performer, Anya has won more than 20 world titles including the 2009 and 2010 Salsa World Championships. She is also the 2008 North American Salsa Champion, a two-time San Francisco Open Salsa Champion, two-time New York Congress Salsa Champion, Puerto Rico Open Salsa Champion and La Classique Du Quebec Champion. Anya has starred in touring shows “Burn the Floor ” on Broadway and ABC’s “Dancing with the Stars, in addition to numerous other television productions, stage shows, movies, and showcases in the U.S. She has performed with El Gran Combo, Gilberto Santa Rosa and “The Mambo King” Eddie Torres, and for President Barack Obama.

Anya Katsevman - dancers — Anya Katsevman – dancers

Anya is an ambassador for salsa, helping to expand its popularity worldwide. She believes connection is one of the most important aspects of the human experience, and dance is the best medium to explore how we connect with each other and ourselves. Anya has expanded her dance instruction to include GoDeeper, which she co-founded in 2019 to provide monthly movement classes, individual coaching sessions, and group workshops to promote professional growth and self discovery.

Meet this talented woman

International Salsa Magazine had the pleasure of interviewing Anya recently and invites you to learn a little more about this magnificent artist.

International Salsa Magazine (ISM): How did you discover your passion for Latin Dance?

Anya Katsevman (AK): My brother is a professional ballroom dancer

I started to dance ballroom in 1995 following his footsteps I competed in the international Latin category world wide in 2007 I was teaching in a dance studio in Manhattan and they did a lot of salsa that’s where I was introduced to social dancing I fell in love with the idea that dance is accessible to all people and doesn’t have to be competitive from there my love for salsa turned in to a career choice I decided to study Latin social dance and became a two time world salsa champion for me it was a passion to spread the beauty of dance through teaching as much as performing that did the trick.

ISM: Have you had any obstacle in your professional life? How could you overcome them?

AK: I think when your career is long enough you will probably have many obstacles to overcome and your passion for your craft and the reason you do it is usually stronger than the obstacle in front of you that gives you the drive to overcome it it is hard to narrow specifics down because I’ve had so many my competitive dance partner lived 3000 miles away from me when we won the worlds in 2010 and I just made the commitment to work hard and travel pick up the slack where needed and get the job done regardless I think that was the formula in every struggle.

ISM: What is the achievement that has made you most proud?

AK: I am most proud of all of my students accomplishments I am of course extremely proud and honored to be a world champion but for me the pleasure of having developed other world champion’s especially those who started learning from me from scratch makes me extremely proud beyond all measures I am also very proud of how individual and independent all of my students are the variety and diversity of their dancing makes me really happy.

ISM: In the path of entrepreneurship, how did you manage to find the strategy to grow your business? What are the skills you consider an entrepreneur must have to achieve success?

AK: Honestly I believe success comes from genuine passion and desire it is easy for us to study a successful person after the fact and say which moves appeared strategic but I believe who ever is on their way working toward that goal should do it because they are passionate about each step not because of the end result my business grows because I am committed to my craft and doing it at my best capacity.

I am genuinely passionate about my dance quality my students growth and the subjects I am teaching I study the Industry I watch for what’s missing I ask what contribution would be of most value this doesn’t feel like hard work to me it is my passion my genuine interest and the rest flows when I feel I am doing something strategic or because it’s good for my brand or etc it doesn’t flow the same way feels forced and isn’t as successful so I try to only go with my own flow current interest and most passionate desires.

ISM: Could you give us some advice to maintain discipline, even in complex situations?

AK: Absolutely discipline is hard for anyone when it feels needed and forced so I always try to flip the mindset if I have to do something I’m bored of or am avoiding because it’s hard or tedious I always find something to be excited about instead whether it is dreaming of what the task will do for me or adding something Sensory I enjoy to the task like my favorite sounds smells or visuals or including a friend in the process.

If you focus on what you do like about it it’s much easier to do it. Also discipline is really only hard at first pretty quickly it becomes a habit so if you put more disciplined things in to practice it will all feel like a habitual part of your day and you’ll start to enjoy it and feeling accomplished.

ISM: What would you say to all those young dancers who want to achieve a dream?

AK: They do come true!!!!!

Dream more!!!! Everything is possible want it bad enough to work for it but don’t be afraid to dream those wild dreams if it wasn’t possible you wouldn’t have had the dream in the first place.

The beautiful story of dancer, actor and singer Pancho Martinez Pey

Dance has been always important for Pancho

Pancho Martinez Pey is an Argentine dance teacher, choreographer, actor, singer and dancer who has had a large participation in various shows and theatre plays in which he has demonstrated his skills in those disciplines where he has become an expert in recent years, among which we can mention ”Casa Blanca”, ”Café Tortoni”, ”Michelangelo”, ”Esquina Carlos Gardel”, ”Sabor a Tango” and many more.

His father was a musician and second guitar player for Oscar Alemán in the 1970s, so he was always involved in the world of dance since he was eight years old and started learning to dance in a more professional way at the age of 12. However, the first time he had contact with tango was at 16, when he began to take his first steps in this particular genre. Three years later, he moved to Spain for a while to work as a drummer and singer in a musical group, with which he would tour the entire European country to offer his talent to the local public.

When they were not playing, they danced tango and Argentine folklore, which inspired him enough to devote himself entirely to tango in his country of origin, something that happened when a very young Pancho was just 22 years old. Once he was in his homeland, he worked as a ticket-taker at a train station for a few years while taking dancing lessons in the evenings, which trained and prepared him for his big break.

His big moment came when he was offered to participate in the piece ”Miguelangelo” together with Gloria and Eduardo Arquimbau, who formed one of the most emblematic couples of Argentine tango. He did not think twice about it and quit his job at the train station to go to dance professionally just as he does to the date.

In view of the fact that he was always used to listening to all kinds of music from a very young age, he had no trouble adapting to all the rhythms that he found in the way, such as folklore, tango, forró, swing, Argentine rock, among others.

He also enjoys singing very much and ensures he can sing all kinds of genres ”from K-Pop to tango”.

Pancho Martínez Pey dancing tango with María Nieves. Photo courtesy of Yumba Rojas

Combining dancing and singing with acting

When asked how he mixes dancing and singing with acting and all that histrionic part that makes his performances so particular, he says that his taste for this branch of the arts was also born in his childhood, since he always watched Argentine films in which dancing was very present and it goes without saying that they were always his favorites. Then, little by little, destiny led him to combine all these elements until he starred in his first important musical called ”Tanguera”. In this piece, participants did not talk or act too much, but they had to focus on putting on a good show at the level of dancing.

Another important musical in his career was ”Tita: Una Vida en Tiempo de Tango” with Nacha Guevara, which focused on the life and career of tango dancer and actress Tita Merello. This piece did require vocal talents between dialogues, so Pancho was finally able to show what he was made of as a singer.

All these facets have their degree of complexity, but the Argentinean performer thinks that the hardest part of his work is trying to combine all these areas, something a friend and colleague of his acted as a coach and helped him to train in the linking between singing, dancing and acting. He pointed out that this is a very strong training in which you have to control certain elements such as breathing, the air when dancing, concentration, among other details.

Role of man and woman in tango

According to Pancho, given that it is a dance of two, it is very important that both understand each other’s role in the dance. ”The leader leads and the other follows. In most cases, the leader is the man of the couple, who at the same time is the one who provides support and leads at the same time, while the follower has to follow the leader, but must also be an active member of the situation. Let’s remember that we are two people dancing and not one, so we are both active subjects in the dance. The woman expresses all her own beauty and sensuality, while the gentleman has that strength and guidance that, at the same time, seduces and makes his partner feel safe” said the artist.

Pancho with his father Oscar Cacho Martinez, and his uncle Raúl Martinez

How history and social changes have affected tango

Martínez explains that the World Tango championship gave a huge boost to this musical genre. It was always very popular in Argentina, but it did not have the importance it now has in most of the world. Tango came from a mixture of cultures in Buenos Aires, where the first lyrics of its social protest songs began to emerge. Tango has that popular and rebellious element coming from the people” explains the performer.

The golden age of tango was in the 1940s, when musicians and poets at the highest level began to emerge until foreign musical groups such as The Beatles or Elvis Presley appeared, who won over audiences of the time, which caused a temporary decline of tango. That is how matters stood until the early 1990s when the film Tango Argentino was released, which contributed significantly to the worldwide explosion of tango in those years and to improvement of techniques used for that dance”, he continued.

Finally, the dancer expressed his joy for the moment that tango is living nowadays, since he had never seen so many people interested in learning to dance it, both as entertainment and profession. He thinks that this current popularity is due to the need of people to connect with others after the pandemic and the multiple benefits that it brings at a mental level.

You always can count with friends

Latin America / Puerto Rico

I want to congratulate Gilberto Santa Rosa for a great job done with his first Virtual concert “Canta Mundo” to inaugurate the Coca-Cola Music Hall in El Distrito, located near the Puerto Rico Convention Center, in Miramar.

Gilberto offered a magnificent a virtual live concert with his band of Puerto Rican musicians. This is the first time, since the emergency began in Puerto Rico due to the pandemic created by COVID-19, that this modern room was activated to present a live concert recorded live, especially for Rums of Puerto Rico, and that they have chosen such an extraordinary artist for the inauguration was without a doubt a great success.

After much expectation, the Coca Cola Music Hall had its opening in a totally different way than imagined, with a concert that did not have the presence of the public or applause between songs, due to the limitations imposed by the COVID pandemic- 19. Gilberto Santa Rosa was entrusted to offer the first recital in the space. Both the singer and his musicians took all possible security measures to prevent the spread of the disease, but obviously, without the use of masks that would prevent them from playing their instruments or singing.

The concert “Canta Mundo” continues online so that the millions of Gilberto fans throughout the world become intimate audiences in their favorite spaces, you will surely enjoy it. The event was exclusively presented by Rums of Puerto Rico, and can be seen through the social networks of Gilberto Santa Rosa, as well as those of Coca-Cola Music Hall and Rums of Puerto Rico.

Gilberto Santa Rosa and Johnny Cruz - friends — Gilberto Santa Rosa and Johnny Cruz

I send a warm greeting to my good friend Jerry Rivas, singer of “El Gran Combo de Puerto Rico” since April 19, 1977, who now shares hits and music with his son Gerardo Rivas. In 1977 Andy Montañez, the lead vocal of the Gran Combo de Puerto Rico, announced his departure from the orchestra. Many saw the group debacle coming. When everyone expected to see an experienced singer, the always-wise director Rafael Ithier found a young singer to suit his group’s style.

The chosen one was a young man of just 21 years: Jerry Rivas. A shy Jerry Rivas presented himself with a cassette recorded with the music of the first groups that he joined for a short time, the musicians of the Gran Combo, looked at him suspiciously. Ithier, with his traditional good humor, contained his musicians with these words: “you rest easy, it is a black painted white”.

On April 19, 1977, Jerry began singing with El Gran Combo de Puerto Rico. Jerry Rivas’ first performance was “Buscando Ambiente” at El Club Caborrojeño de Guaynabo and his first international success was “La Clave y el Bongó”. Rivas, self-taught and who in addition to singing plays guitar, cuatro and cuban tres guitar, remembers that as a young man he was a rocker, but he was struck by the joy that the members of the Gran Combo projected in their dances and choreography.

In his long career with El Gran Combo, Jerry Rivas, has become a renowned sonero and one of the oldest members of the Universidad de la Salsa, has recorded 30 albums with the group and many of the greats were recorded in his voice. hits from the orchestra, such as “Y No Hago Más Na”, “El Menú”, “Azuquita pa’l Café”, “Que me lo Den en Vida”, “Ojitos Chinos”, “Me Liberé”, among many others. The Gran Combo was the key to success for Jerry, who thanks Quique Lucca, founder of Sonora Ponceña, for his recommendation that Ithier give him the opportunity to audition. His talent was passed on to his sons, who became Los Rockolos as children.

Gilberto Santa Rosa Concert Without Public

Today, Gerardo begins his solo career, and Jerry Junior together with Samuel conducts the Los Rivas Orchestra organized more than a decade ago. Gerardo always affirms that no matter how many differences they may have, music unites them. He revealed on some occasion that his father did not want him to dedicate his life to popular music due to the strong and unstable environment, the risks and swings of the artistic world.

However, when Jerry looks at them during rehearsals and on stage, he is proud and always advises them to be responsible, avoid the negative and assimilate the positive. Recently, the vocalist of El Gran Combo joined with his son, also singer Gerardo Rivas, and his grandson Gerardo Gabriel to carry a musical message to his followers in the midst of the coronavirus pandemic (Covid-19).

The trio came together to perform a classic by the legendary salsa orchestra, Mente Positiva. “In difficult times, the best we can do is carry a positive message,” wrote Gerardo, also a member of NG2, in his social media. Rivas father was in charge of the Cuban tres guitar, Gerardo Gabriel of the key and the maracas and Rivas son interpreted the theme. It is not the first time that they have joined this quarantine to delight their followers with a musical number.

I applaud the initiative of Pedro Oggie García as CEO of Salsa Artist Booking Entertainment Group (SAB), who with his daily work supports all the salseros in the world at SalsaArtistBooking.com. SAB is the company specialized in the digital coding of music, administration, promotion and representation of Artists of the Salsa genre, With an experience of more than 30 years in the media and with relationships worldwide, always characterized by our responsibility, seriousness and compliance.

Using their experience, international relations and positioning, they will make your musical work a success. Always taking care of their interests and rights, trying to take the artists and their music where their public requires it. Contact them +1 956-442-0099

I would like to share with you my admiration for José Mangual Jr. “El Campanero Mayor”, who is an American percussionist, of Puerto Rican origin, son of also percussionist José Mangual Sr. He was born in New York on January 11, 1948 and has a trajectory of almost half a century in Salsa.

His contribution to this genre began in the mid-sixties in his native city, when he joined the group of Monguito Santamaría, son of the great percussionist Ramón “Mongo” Santamaría. He also played with La Conspiración. He was part of Tony Pabón’s band, which marked the beginning of his role as a singer. On the LP “La protesta”, recorded in 1972 for the Rico Records label, José Mangual Jr. sang the song “San Miguel”.

In 1971 he joined the Willie Colón band, and since the singer was Héctor Lavoe, José participated in the best and biggest albums recorded by that great duo. Mangual Jr. also recorded with Rubén Blades on some of the most representative albums in the Panamanian singer’s musical career. His talent has allowed him to be making simultaneous recordings with other groups, musicians and singers, such as Ismael Miranda, Mon Rivera, Frankie Dante, Ismael Quintana, Celia Cruz and the Willard Orchestra, conducted by Willie Pastrana.

In 1977 he launched as a soloist, recording with his own group the album titled Tribute To Chano Pozo, and so far, he has around twenty of his own albums. These are added to almost thirty recordings with Willie Colón, Rubén Blades and Héctor Lavoe. But they are only part of the huge list of his recordings with other orchestras, musicians and singers. His meritorious career has allowed him to travel to many countries of the world alongside countless great musicians and singers, and become an example of dedication and love for music.

This has also allowed him to make friends around the world who admire, love, respect; and be with him in important moments, triumphs, defeats and also in goodbyes … José Mangual Jr. lost his grandson Tyrell Bryant a few weeks ago to the covid-19. I extend my heartfelt words of condolence for such an irreparable loss, and reiterate my unconditional support for the entire family at this difficult time. You are not alone! I dedicate special tribute to his grandson Tyrell Bryant who always be present in our hearts. RIP 04/04/1992 – 04/18/2020.

My friends, I need you know that we continue working hand in hand with prominent artists from New York and Puerto Rico on the CD dedicated to maestro Adalberto Santiago on his 60th Anniversary. I promise to have more details about this fantastic musical production very soon.

I appreciate the support of Carl Cristiano, L&S Custom Tailors and cKc for my TV Show outfits and my public performances. Tailored suits with total care and confidence. Contact them, I recommend them with pleasure. www.LSTailors.com. Address: 138 E 61st Street Suite 201. New York, NY 10065. Phone: +1 212 752 16 38.

Don’t forget tune in to my new Fm / Internet radio station on Live365.com: Salsagallery. Great music, artist interviews and much more made with love for you all. There is the link: https://live365.com/station/a77973

Although yet It will not be possible to open to the public the Spanish Harlem Salsa Gallery in 1708 Lexington ave New York N.Y. 10029, you can see the entire exhibition with more than 200 articles through our social media. Check the updates in our website: spahasalsagallery.com.

Salsa Artist Bokking logo

New York City is slowly returning to normal. We hope to be sharing with you physically again, but now we follow the instructions of the authorities to keep us safe and healthy.

Contact: Johnny Cruz. 917-747-8505. [email protected].

By Johnny Cruz, ISM Correspondent, New York, New York City

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.”

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

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.

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.

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.