Nearly immediately, #BoycottGoya, #GoyaFoods and #Goyaway began trending on social media platforms.
Among those in the forefront of calls for a boycott were two leading Hispanic politicians in the Democratic Party - former presidential candidate Julian Castro and U.S. Representative Alexandria Ocasio-Cortez of NY.
President Trump on Friday said he plans to unveil sometime in the next month an immigration measure that he said would include some protections for DACA - the Deferred Action for Childhood Arrivals program that provides for work permits and other protections for people brought to America as children by undocumented parents. Unanue praised Trump for his leadership skills.
In his brief remarks, Unanue announced Goya would donate 1 million cans of Goya chickpeas and 1 million other food products to American food banks.
"As large American employers and employer organizations, we strongly urge you to leave the DACA program in place", the letter states.
"Republicans are the party of freedom and Democrats are the party of socialism and worse", Trump said.
"We're going to have a road to citizenship", he said. Trump honored Unanue, whose grandfather founded Goya, by appointing him one of the leaders of the initiative. Their offerings are ubiquitous in grocery stores across the US, sometimes taking up their own entire aisle. He went on Fox News Friday to say he was "not apologizing" for his comments and calling the threats of boycott "suppression of speech".
The grandson of the company's founder, Unanue has been a longtime donor to Republican political causes, with the exception of contributions to New Jersey Sen.
Unanue's praise of Trump was seen as a betrayal to the many Hispanics that expected loyalty from a Hispanic company and CEO.
Mr Trump said he would be visiting wounded soldiers as well as front-line workers seeking to contain the Covid-19 pandemic when he visits the government medical facility in Bethesda, Maryland. "This kind of stance is a slap in the face to the community". As a main Hispanic-staple in the US, the brand's main markets include the USA and Latin American countries.
Leaders of some of the country's biggest companies signed a letter Saturday urging President Trump not to make a new attempt at revoking the Obama-era DACA deportation amnesty, saying it would be a significant disruption to lose those employees during the coronavirus recovery.
"This was the only type of food chain she relied on and used to feed us growing up, and it was now betraying us", said Robles, whose family immigrated from Ecuador when she was 3. Under capitalism, know the power of the dollar in their eyes. It remains a privately held, family-owned business.
Companies have long walked a tight-rope when it comes to engaging with Trump's White House.
U.S. Senator Ted Cruz said on Twitter that his grandparents ate Goya black beans twice a day for almost 90 years.