It's common practice for a distributor to handle stocking of product in some/many locations, it's referred to as 'merchandising' in the industry, it's often limited to speciality products. Given the comment I think the interesting thing is that either Goya is doing their own distribution or has subcontracted that out or has a special distributor relationship in some way. It's relatively uncommon for products which are in the supermarket 'core' (true for Goya at least of my local stores) to get this treatment, so that seems to say something about Goya.

This is also very common in the alcohol industry, e.g. the huge Bud Light displays you'll see in stores are usually setup by distributors, not the store owner.