Costa Farms’ Spanish Language Marketing Efforts Opens New Consumer Segments

The Costa Farms en Espanol Facebook page features content that speaks to the Hispanic consumer.
The Costa Farms en Espanol Facebook page features content that speaks to the Hispanic consumer.

The Spanish language has long been common in the greenhouse. But as the Hispanic population grows in the U.S., it’s becoming an important language in marketing greenhouse crops, as well.

Costa Farms has dramatically increased its marketing focus on the Hispanic customer over the last two years, and even launched a Spanish-language Facebook page early in 2013.

“The multicultural existence is the new norm we’re living in and it’s something no company can overlook now,” says Costa’s Marketing Director Marta Maria Garcia. “The Hispanic market is really driven by consumer goods. There is a loyalty to brands. Just being present at the stores and having a bilingual presence is going to give you an advantage.”

Costa’s Spanish-language marketing efforts take a page from the company’s overall goals, Garcia says.

“We want to engage and inspire this group. Their appetite for education is the same as the general market consumer. We want to generate content that will educate them on our product lines. We want to inspire them to go out to the store and mimic that look we’re posting as an idea to do in your garden or decorate with plants in your home.”

Costa Farms engages its Hispanic customers by understanding their culture.
Costa Farms engages its Hispanic customers by understanding their culture.

The company’s new Spanish Facebook page is not simply a translation of the English version. Content is focused specifically for the Hispanic consumer.

“We set out to find some Spanish-speaking garden personalities. We discovered Andrés Fortuño here in Miami Beach. He is a really high-energy, passionate plant guy from Puerto Rico and does the gardening page for About.com en Español. He opened up our Facebook page and he’s been manning it ever since,” Garcia says.

Even the choice of Facebook over other social media platforms was well researched.

“We knew Facebook over-indexed for the Hispanic consumer over the general market in terms of activity. Facebook is a way to keep in touch with people back home,” she says.

Understand Subtle Differences
Multicultural marketing can be tricky, but it’s doable, Garcia says.

“Like with everything, it’s knowing your target consumer and having a lot of consumer insight. We spend a lot of time on that.”

The complexity goes beyond the language barrier. There are a number of differences between the Hispanic subgroups that might not be readily apparent.

“Caribbean Hispanics are different than Central Americans,” Garcia says. “For instance, we have to know what a Golden Pothos might be called in the different subcultures. Common names differ in English. It’s the same for different Hispanic communities.”

Other intricacies include holidays. For example, here in the U.S., Mother’s Day is celebrated the second Sunday of May. In Central America and much of South America, Mother’s Day is May 10. Knowing these subtle differences makes an impact.

“Hispanic customers appreciate when a brand or a retailer recognizes the holidays that are important to them on the dates they’re supposed to be celebrated,” Garcia says. “This is a loyal consumer group and you can win them over quickly. They’re just looking for something that will remind them of home. Plants are part of their lives. Paying attention to those little details is important. It can translate to a lot of sales.”

Topics:

Leave a Reply

More From Business Management...

April 17, 2015

Sakata Seed Uses California Spring Trials Display Plants To Give Back

Sakata Seed America is putting its post-CAST (California Spring Trials) plants and flowers to good use to support events in local California communities of Salinas and Morgan Hill. The plants, along with donations through Sakata's Charitable Giving Program, will support three fun-filled community events that promote healthy lifestyles and support the agricultural industry.

Read More
Hakonochloa macra Aureola v

April 17, 2015

Ornamental Grasses — A Few Thoughts

Grasses have been embraced by growers, landscape architects and retailers, and are an important component in wholesale and resale sales. Allan Armitage shares some popular grasses, one to avoid and a few to use with caution.

Read More
PW_CAST15

April 17, 2015

Allan Armitage’s Favorite Plants From Proven Winners, Syngenta And Danziger

Between visiting California Spring Trial giants like Proven Winners, Syngenta and Danziger, Allan Armitage saw a lot of great plants in one day. Despite the size of the challenge, Dr. Armitage finds a few favorites he thinks you should try.

Read More
Latest Stories

April 15, 2015

Redesigned SunPatiens Website Offers New Tools For Saka…

Sakata Seed America's new and improved SunPatiens website launched March 1, 2015 and provides growing information, marketing support, product location and many more tools to encourage consumer success with SunPatiens.

Read More
Farwest2015

April 15, 2015

Online Registration For FarWest 2015 Open, Discount Bef…

Online registration is now open for FarWest 2015, a green industry educational conference and tradeshow, which will take place August 27 to 29 in Portland, Ore. The show promises a full menu of classes, seminars and off-site events, plus a special benefit added this year for attendees.

Read More
Syngenta logo

April 15, 2015

Syngenta Names Chris Freeman Senior Key Account Manager…

Chris Freeman is the new senior key account manager for Syngenta Flowers, Home & Garden's Commercial Sales business in the Americas, effective March 2015. Freeman, who joined Syngenta in 2006, carries more than 25 years of experience in the agriculture and floriculture business.

Read More
Janeen Wright

April 13, 2015

Different Routes Lead To New Growth In Your Greenhouse

The path you take to success in your greenhouse may not be the well-traveled one, but the end result can still be the same — growth for you and your greenhouse business.

Read More
Restricting foliar pesticide applications on blooming plants to early morning or as dusk approaches in the evening reduces direct exposure to bees.

April 10, 2015

10 Steps For Protecting Crops And Bees

Bees stay safe and high quality crops thrive when you use bee-friendly practices designed to help both succeed. Griffin Greenhouse Supply Pro (GGSPro) has been actively discussing bee-friendly pesticide use for years. Based on its current understanding of the science and social factors at play, GGSPro currently recommends these 10 bee-friendly practices.

Read More
Lake Buchanan_LCRA

April 10, 2015

USDA Designates Areas Of West And Southwest As Drought …

The ongoing drought has resulted in disaster area designations in counties across nine Western and Southwestern states, including Texas, where some reservoirs are at or near historically low levels.

Read More

April 9, 2015

Altman Plants’ Online Cactus Shop Shows Strong Sa…

Altman Plants recently opened its new Cactus Shop, an online retail store that sells a variety of cactus and succulents. The store is a take-off of Altman’s original wholesale business, as the company started as a mail order catalog.

Read More
Dummen

April 8, 2015

Dümmen Group Welcomes Jim Devereux And Andrew Konicki T…

Dümmen group recently announced the addition of Jim Devereux and Andrew Konicki to its team. They are the newest members of the Key Account and Broker Support team for Dümmen, and will be responsible for building, developing and maintaining current broker and grower customer relationships.

Read More
Todd Woodfield

April 8, 2015

Sustainable Horticulture Pays Off

Practicing holistic horticulture has saved money and improved plant quality for Abby Farms. Its manager shares where the operation has seen differences from conventional production.

Read More
Gov._Jerry_Brown_California

April 8, 2015

California Institutes First Ever Statewide Mandatory Wa…

California Gov. Jerry Brown announced April 1 that, for the first time in state history, action will be taken to implement mandatory water restrictions, with the ultimate goal of reducing water usage by 25 percent. As Californians are pushed to conserve more, growers will need to think about how demand for products will be affected.

Read More
HRI logo

April 8, 2015

Horticultural Research Institute Accepting Scholarship …

The Horticultural Research Institute (HRI) is offering seven scholarships for the 2015-2016 school year, totaling $20,000. Applications will be accepted through May 31.

Read More
american-hort-logo

April 8, 2015

AmericanHort And State Associations Advocate For Workfo…

AmericanHort, along with roughly two dozen other state association partners, joined nearly 140 organizations in a letter to the House of Representatives responding to the Legal Workforce Act (H.R.1147), which is being voted on without provisions that would ensure legal workforce options for agricultural and seasonal employers. H.R.1147 would mandate that all U.S. employers use the federal E-Verify program.

Read More

April 1, 2015

Philadelphia Flower Show Draws More Than 250,000 Attend…

With more than 250,000 consumers attending the prestigious Philadelphia Flower Show in March each year, it's a great opportunity to get flowers and gardening products into the public eye. This year's show displays took on family favorites at the movies, with a focus on Disney and Pixar films. Check out some of the highlights in our slideshow.

Read More
protecting bees and pollinators video

March 31, 2015

New Video On Protecting Bees And Pollinators Educates H…

A new educational video that provides information on the horticultural industry’s essential role in bee and pollinator stewardship is one result of industry collaboration by the Horticultural Research Institute, AmericanHort, Society of American Florists and the American Floral Endowment. “Protecting Bees & Pollinators: What Horticulture Needs to Know,” narrates the current state of bee and pollinator health, provides information on factors that impact pollinators and the environment and underscores the beneficial role horticulture plays in providing healthy pollinator ecosystems.

Read More
DNA-logo

March 31, 2015

DNA Green Group Will Acquire Rijnplant

DNA Green Group and Riknplant have finalized DNA Green Group's acquisition of Rijnplant, meaning that the breeding and propagation activities in pot and cut anthurium, bougainvillea and heliconia will transfer to DNA Green Group.

Read More
Rose rosette on Knockout rose, April 2012. Photo credit: Alan Windham, University of Tennessee

March 25, 2015

$58 Million In APHIS Farm Bill Funding Will Support Hor…

Nearly $58 million as been allocated by the USDA's Animal and Plant Health Inspection Service (APHIS) to support the industry's Plant Pest and Disease Management and Disaster Prevention Program, under Farm Bill Section 10007. The program will support mitigation efforts for specialty crops, including providing research and other funding to address plant pest and disease priorities for the specialty crop industry, including floriculture and nursery crops.

Read More
AFE scholarship_Ryan Dickson

March 25, 2015

AFE Educational Grant And Scholarship Application Deadl…

Apply now for American Floral Endowment (AFE) scholarships or educational grants. Applications can be found online. For educational grants for 2015-2016, applications must be submitted no later than June 1. Scholarship applications are due May 1. AFE will award $40,000 in scholarships for 2015.

Read More

March 25, 2015

NASS Reports U.S. Honey Production Was Up By 19 Percent…

Honey production in 2014 from producers with five or more colonies totaled 178 million pounds, up 19 percent from 2013, according to a March 20 report from the USDA's National Agricultural Statistics Service (NASS).

Read More