To some degree you are right, but the fact is a lot of people are for the first time finding out that their products are excellent which will lend to repeat buyers.
I think Goya needs to work on their in store marketing. In Southern California Markets tend to have an isle dedicated to “International” Foods which consists of Asian, Hispanic and even some Kosher items.
In my Stator Bros. Market I will only find their products on this International Food Isle. Many shoppers will just skip by this Isle. The issue in my mind is that many of their products are cross over canned products like Chick Peas, Pinto Beans, Cannellini Beans which should fight for shelf space on the Main Isle with other “mainstream” brand Beans. This Isle has much more foot traffic.
Anyway, this morning I'm going to put together a four bean salad using Goya canned products. First time attempting this recipe.
I’d think in areas with a lot of Hispanics there is no need to advertise Goya at all; they’ll find it.