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With a month and three weeks to go until the presidential and congressional elections, the political debate in the United States has focused on a can of black beans. It is the can that the adviser (and daughter) of President Ivanka Trump has in her right hand in a photo that looks like an advertisement in a post posted on the social network Twitter on Tuesday night. The text, in Spanish and English: "If he is Goya, he has to be good . " That phrase is the slogan of the food company Goya, specialized in products for the Hispanic public. Ivanka's tweet was promptly retweeted by her father, Donald Trump.

Ivanka's endorsement of Goya is not due to an advertising campaign by the company. It is a political act. It all started on Friday at the White House, in an event in which the president and CEO of Goya Foods (Bob Goya Foods), Bob Unanue, declared that "it is a blessing to have a leader like Donald Trump."

Unanue's remarks came in the context of Trump's policy of opening up to Latinos with a view to the November elections. In fact, and despite his anti-immigrant rhetoric, the President of the United States is no less popular in that community than other Republicans. In the 2016 election, Trump won 28% of the Latino vote, one point more than Mitt Romney achieved in 2012, and one less than what his party achieved in the 2018 legislative elections, according to a poll by the public opinion analysis company Marist Institute for Public Opinion, which estimates its popularity in the November elections among Hispanics at 27%.

But Unanue's extreme backing for Trump - which shouldn't come as a surprise either, given that the businessman is a Republican and has in the past flirted with the idea of ​​running for the Senate - has sparked a boycott campaign for Goya products by the government. left.

Although neither the Democratic Party nor the high officials of that formation have supported this measure, the hashtags #BoycottGoya and #goyaway have spread through social networks, which has provoked the reaction of the right with #buygoya , accompanied by supermarket trolleys filled to overflowing with brand cans. It is there that Ivanka has entered with her surreal photo, combined with a 'tweet' this morning from her father in which he declares that "@GoyaFoods is WONDERFUL. The machinery of slander on the left has provoked the opposite reaction, people are buying like crazy. "

It is impossible to know if Goya is selling more or less, because the company is controlled by the Unanue family, descendants of Prudencio Unanue Ortiz, a Burgos man from the town of Valle de Mena who in 1918 emigrated to Puerto Rico and in 1936 founded a company dedicated to the import of food from Spain, such as olives or sardines, with a name that was easy to pronounce in English and that, at the same time, had a clearly Spanish resonance: Goya.

Three generations later, Goya has expanded its product range to 2,000 items from Spain and Latin America , and is synonymous with Hispanic food. The Unanue family has an estimated net worth of more than 1,000 million dollars (890 million euros) and, although its republican affiliation is well known, it has collaborated, for example, with the White House of Barack Obama in its policy to improve quality of the food of the Americans. Last year, private equity giant Carlyle negotiated the purchase of the company, with the ultimate goal of going public, but contacts went nowhere, according to the US press due to tensions within the clan. family of the Unanue.

Explosion on Twitter

Ivanka's photo is not only politically controversial. It can also be considered illegal, since US public officials are prohibited from supporting trademarks. On a more humorous level, the image has exploded on Twitter , where it has given rise to an infinite number of memes it would give to fill the Encyclopedia Britannica if it were still published on paper. The vast majority of these images attack 'Ivanita' ('Ivanka' is the diminutive of the Czech name 'Ivana', which is the one that Trump's daughter has on her birth certificate) with more or less ferocity. Photoshop is also easy due to the presidential adviser's own pose, typical of an advertisement for food products to be broadcast after the 3 pm newscast.

Thus, the fierce Internet users have put in the hands of Trump all kinds of objects, including the book of the niece of President Mary Trump 'Too Much and Never Enough', in which she carries out a formidable vendetta against the head of state and from the Government, texts with statements by his father about Latinos or women, and a series of sex toys.

Beyond the Goya case, the entire controversy uncovers two trends in US politics and society. One is the 'boycott' that has taken hold of the country, and of which Trump is as guilty as the most. In 2018, the president, in an act unprecedented in a US head of state and government, called for a boycott of Harley-Davidson motorcycles due to the decision by that company - many of whose clients are Trump voters - to move its production outside the country to avoid the impact on their supplies of the tariffs established by the current tenant of the White House.

More surreal is the case of the Costco supermarket chain. In May, he was boycotted for organizing an event in one of his centers in which Trump's eldest son, Donald 'junior', signed copies of his book. Now Costco is the target of a boycott of Trump supporters for having made it mandatory to wear face masks to protect themselves from the coronavirus. Until last weekend, the American president never appeared in public wearing a mask. At this rate, whatever a company in the US does, someone will boycott it.

The second conclusion of this controversy is that Trump, with the support of Ivanka, has decided to go back on his own and maximize the division of American society in an effort to mobilize the vote of his followers in the November elections. Although there are no coronavirus rallies, the campaign will be very hot.

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