Goya CEO Robert Unanue praised President Donald Trump as “an incredible builder” in a speech at the White House on Thursday, calling on the audience to “pray for our country, that we will continue to prosper and to grow.”

Unanue was speaking as a nominee to the President’s Advisory Committee on Hispanic Prosperity, a new body of a dozen Hispanic businesspeople and community leaders chaired by New Mexico Lieutenant Governor John Sanchez – presumably intended to shore up Trump’s support among that demographic ahead of November’s election.

But that wasn’t cool with Igor Volsky, director of anti-gun nonprofit Guns Down America, who advised his followers to “make your shopping decisions accordingly” after informing them the Goya CEO had stated Americans were “blessed to have a leader” like Trump.

Many users jumped on board the bandwagon, demanding Goya pay the price for aligning itself with Trump.