Home » Goya Appoints Tejada VP Of Sales
Executive News National

Goya Appoints Tejada VP Of Sales

Luis Tejada for Goya

Goya Foods, the largest Hispanic-owned food company in the U.S., has appointed Luis Tejada as VP of sales.

Tejada returns to Goya with 23 years of experience in strategic business development and project management. He served as VP of marketing and development at White Rose Food. Prior to White Rose, he was regional strategy manager at Reckitt Benckiser Inc. where he managed the branding, sales and marketing of 17 specialty heritage brands.

“As we continue to expand Goya’s wellness campaign, Luis will focus efforts on the nutritional benefits of our healthy line of high quality and affordable products and reaching not only the Hispanic market but bridging into the general market,” says Bob Unanue, president of Goya Foods. “Luis also brings energy, experience and a unique perspective to Goya and we are happy to have him back on the team.”

In his role as VP of sales at Goya, Tejada will oversee Goya’s direct sales delivery (DSD) system of more than 2,200 products. He will focus efforts on strategic development and execution of sales and initiatives, while isolating the diversity of each of the unique Latin cultures and addressing those needs from a business perspective.

“His ability and understanding of both markets coupled with his multi-disciplinary background and approach is an invaluable asset to Goya as we continue to grow,” says Joe Perez, SVP of Goya Foods.

Tejada will further develop business within the general market and address the cross-cultural growth of the ever-changing U.S. population and expansion of Goya.

“We’re excited to work together on the strategic development and logistics of our sales team to further the reach of Goya products and strengthen the Goya brand within the Hispanic communities and general market,” says Peter Unanue, EVP of Goya Foods.

Adds Tejada, “As a Dominican and a Latino, I am proud to work for Goya, the most significant ethnic food brand that is committed to excellence and deeply rooted in the traditions of its Latin culture and heritage. It’s wonderful to be back and I am eager to use the skills and valuable experiences I have gained within the industry to really make a difference in the growth of Goya for many years to come.”

Tejada comes from a family of entrepreneurs and is a graduate of Rutgers University with a degree in political science, economics and Latin American studies. During his professional career he has been given the Save Latin America Inc: Los Tres Procedes, Dominico American Society and the Easter Seal awards for his commitment to community service and business.

He currently resides in Summit, N.J., with his wife Sandra and two children.

Featured Photos

Featured Photo PLMA Annual Private Label Trade Show
Donald E. Stephens Convention Center
Chicago, Illinois
Share via
Copy link
Powered by Social Snap