Goya is facing backlash after its CEO made positive comments about President Donald Trump.
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Politicians and celebrities are boycotting Goya, which claims to be the largest Hispanic-owned food company in the country, after its CEO, Robert Unanue, spoke at a Rose Garden event for a Hispanic Prosperity Initiative on Thursday.
"We're all truly blessed at the same time to have a leader like President Trump, who is a builder," said Unanue, who is of Spanish descent.
Trump hosted Hispanic leaders at the White House on Thursday and signed an executive order on the Hispanic Prosperity Initiative to use more taxpayer support for private and charter schools and “improve access by Hispanic Americans to education and economic opportunities.”
But the event instantly drew a wave of criticism on social media with hashtags like #BoycottGoya, #GoyaFoods and #Goyaway trending on Twitter. Politicians like Rep. Alexandria-Ocasio Cortez, former Democratic presidential candidate Julian Castro and a number of celebrities took aim at the company slamming Goya's support for Trump, noting his administration's harsh policies toward Hispanics, like separating immigrant families at the U.S.-Mexico border. Other's called out the president's derogatory campaign comments in 2015 suggesting Mexican immigrants were criminals and rapists.
Castro, who served as Housing and Urban Development secretary in the Obama administration, tweeted that Goya’s CEO is,“praising a president who villainizes and maliciously attacks Latinos for political gain.”
Ocasio-Cortez remarked, “Oh look, it’s the sound of me Googling ‘how to make your own Adobo.'” AOC followed up the tweet with an alternative recipe for the seasoning.
Stars like Chrissy Teigen vowed to stop buying Goya's food products, and "Hamilton" creator Lin-Manuel Miranda and actor Javier Munoz also spoke out against Goya.
"We learned to bake bread in this pandemic, we can learn to make our own adobo con pimienta. Bye," Miranda tweeted.
Immigrant youth-focused organization United We Dream created a petition for people to stop buying goods from the company, saying it wouldn’t support those “who endorse and comply with a White Supremacist regime.”
"We all know that Trump has not stopped attacks on immigrants, Latinx folks, Black people, and all people of color, since day 1. We must show CEO of Goya Foods Robert Unanue that we won’t stand for this! If Goya wants our business, they must respect and fight for our humanity!" the organization said in a statement.
Privately-owned Goya started out as a family-run business founded in Manhattan in 1936 by Unanue's grandparents, Don Prudencio Unanue and his wife Carolina who immigrated to the U.S. from Spain.
The company recently donated thousands of pounds of food to families in need in Harlem and the Bronx impacted by the coronavirus pandemic and is also supplying food to public schools.
Goya did not immediately return FOX Business' request for comment.
The Associated Press contributed to this report