Selling During Boycotts, Buy-cotts and Disinformation

Two jobs I really wouldn't want this week. One, being the manager of the Mar-A-Lago Club and the other is being the sales manager at Goya, the privately held Latino food products company. Mar-A-Lago for environmental reasons, and Goya because their CEO, Robert Unanue, has a hobby of sharing conspiracy theories and disinformation with all who will listen. His disinformation campaigns have not only generated threats of violence against the owners, but have also inspired bean "boycotts" from Democrats, and "buy-cotts" from Republicans plus increased calls to fire him. If you were the bean sales manager at Goya, how would you possibly forecast demand in this chaotic environment? Last week I published an article titled Mixing Business and Politics Requires a Strategy . In the article I posited that companies should have a strategy and carefully consider their purpose, brand, reputation, board, workforce and market before deciding to possibly share disinformation