New Site Utilizes Insights from Website Analytics, Satisfaction Surveys, and User Testing to Optimize For Recipe Discovery and Modern Mobile Design  

JERSEY CITY, N.J. and NEW YORK, N.Y. – 3/24/2025 – Goya Foods, the largest Hispanic-owned food company in the United States, announced today the launch of its new website developed by Flightpath, a Ruder Finn Company and strategic digital marketing agency. 

This strategic partnership delivers an elevated site for consumers that emphasizes recipe discovery, ease of navigation and the cross-promotion of GOYA® products. Goya Foods leveraged Flightpath’s insights and digital expertise to build a site that prioritizes a seamless mobile experience, given that most of goya.com’s traffic comes from mobile users.  

The Flightpath and Goya Foods teams have worked closely to modernize and update the site to allow for more personalized consumer engagement and usage. Following the launch, Flightpath will continue to monitor website analytics and collect user feedback via website surveys and social channels, which will ultimately lead to a comprehensive pre-post website analysis report in Q3 to guide future site updates. 

“Navigation and mobile usage are a top priority for our consumers, and we’re excited to deliver an improved site designed specifically for that,” said Alvaro Serrano, Marketing Director at Goya Foods. “Newly added features such as optimized recipe and product tagging, along with innovative shoppable store finder features powered by Destini will allow users to effortlessly discover desired recipes and products, facilitating an easy purchase whether in store or online.” 

“Goya Foods has a loyal consumer-base, and we felt a responsibility to elevate popular features and create a hub for all digital initiatives to live seamlessly,” said Jon Fox, President of Flightpath. “It was clear throughout the development of this site that we needed to focus on improving essential experiences on an already highly rated website.”  

About Goya Foods 

Founded in 1936, Goya Foods, Inc. is America’s largest Hispanic-owned food company and has established itself as the leader in Latin American food and condiments. Goya manufactures, packages, and distributes over 2,500 high-quality food products from Spain, the Caribbean, Mexico, Central, and South America. Goya products have their roots in the culinary traditions of Hispanic communities around the world. The combination of authentic ingredients, robust seasonings, and convenient preparation makes Goya products ideal for every taste and every table. For more information on Goya Foods, please visit https://www.goya.com. 

About Ruder Finn 

Ruder Finn is one of the world’s largest independent global communications and integrated marketing agencies. Founded in 1948, Ruder Finn has defined and redefined PR for over 75 years, shaping communications that moves industry-defining brands, companies, and leaders from what’s now to what’s next. Ruder Finn provides clients with bold strategies based on a global perspective and localized market knowledge that redefine leadership, reimagine the marketplace, and rethink customer experiences. The agency is organized around five core areas of expertise—Healthcare, Technology, Consumer Brand, Leadership and Workplace—with innovative tech incubator RF TechLab providing cutting-edge predictive analytics, AI-powered creative hub RF Studio53 offering breakthrough creative, and specialized teams delivering customer-focused digital engagement. Ruder Finn has offices across four continents including the U.S., Asia, Europe and the Middle East. Wholly owned agencies and offerings within Ruder Finn Group include: Ruder Finn Inc., RF Studio53, RF Engage, Touchdown, Peppercomm, RF Comunicad, Mantis, jacobstahl, Flightpath, Ruder Finn Atteline, Pandan Social, RF Bloom, and Big Sky Communications. For more information visit www.ruderfinn.com.