The whole thing was about Goya, an immigrant-founded and immigrant-owned enterprise, relying heavily on immigrant populations to break into predominantly-White areas, and expanding into non-Latino immigrant populations through diversification of products.
There's even the bit about continuing to employ and appeal to new immigrants in order to maintain authenticity in the product lineup. There's also the bit about rejecting traditional distribution models typical of a large food producer and instead favoring a distribution model that allows tailoring the inventory mix with independent retailers (immigrant-operated, like the Korean grocer the article names as an example) in local immigrant communities.
TIL immigrants are no longer immigrants if they demonstrate entrepreneurial spirit.