Goya Foods, which dominates the Hispanic food market, has become mainstream, proliferating on shelves of non-Hispanic grocers and establishing itself among non-Hispanic shoppers. "People have the tendency to be a little more creative with what they're cooking, and I think they get that alternative with the products Goya offers," said Gary Budd, stock manager for the Mid-Atlantic at Giant of Maryland.
Goya conquers non-Hispanic grocery shelves
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