Goya Foods launches promotional sponsorship of ‘Bella’.

Goya Foods announced that it will launch a multi-dimensional promotional campaign for the highly-acclaimed film “Bella”, winner of the 2007 Toronto International Film Festival’s “People’s Choice Award”. The independently-produced film, brainchild of Mexican icon Eduardo Verástegui who serves as both star and producer, has won enthusiastic reviews from a variety of media outlets including CNN’s Anna Maria Montero who called it “Powerful and moving … a true inspiration.” Written and directed by first-time filmmaker Alejandro Gomez Monteverde, this charming movie is a life-changing love story centered on family, friendship and a love that goes deeper than romance.

According to Goya Foods President Robert Unanue, “Goya has chosen to take on an active role in the promotion of this film owing to its emphasis on the strength of family and tradition. Of equal importance to us was the fact that “Bella” portrays Latinos in such a positive light and of course, that food plays an integral role in the story”. The film will open nationwide on October 26th and in support of its debut, Goya will host the October 23rd premiere in Miami, Florida at the Olympia Theatre, Gusman Center as well as the October 24th premiere in New York City at Tribeca Cinemas. Goya’s sponsorship includes strategic product placement in the DVD, the production and placement of 30-second radio commercials in Spanish language markets, as well as the underwriting of a short video produced by Goya on “Bella”. The video will be featured prominently at the Premiere as well as on Goya’s website http://www.goya.com, the “Bella” website, http://www.bellathemovie.com and the DVD version of the film scheduled for release in 2008.