Costa Farms Names Jose Smith Jr. as President
July 7, 2025 
Jose “Joche” Smith Jr., Costa Farms (Photo: Garden Media Group)
Jose “Joche” Smith Jr., the son of Costa Farms CEO and President Joche Smith Sr., has been promoted to President of the company. In this new role, Smith will oversee day-to-day operations across Costa’s domestic and international business units and lead strategic initiatives that position the company for continued growth and innovation.
Joche Smith Sr. will continue as Chief Executive Officer and member of the Board of Directors, providing strategic oversight and guiding Costa Farms’ legacy of excellence. He will also continue to lead the legal and human resources functions, with Arianna Cabrera de Oña, Chief People Officer and General Counsel, reporting directly to him, allowing Smith Sr. to continue shaping company culture.
“Joche Jr. has an innate understanding of our customers and our mission to bring plants to every home. He’s ready to lead us forward with clarity and purpose,” said Joche Smith Sr., CEO of Costa Farms.
A fourth-generation member of the Costa family, Smith’s promotion marks the next chapter in the company’s long-term leadership vision. With more than a decade of experience at Costa Farms, he has played a pivotal role in expanding the company’s national retail presence and enhancing its merchandising programs across major accounts. As Senior Vice President of Sales & Commercial Operations, he led teams responsible for strategic planning, product placement, and customer engagement, ensuring Costa’s plants reached millions of consumers in stores nationwide. He has worked closely with supply chain, production, and marketing teams to streamline operations and deliver best-in-class plant assortments that align with retail trends and shopper behavior.
Costa Farms also announced that Juan Rodriguez, formerly Director of Sales for Lowe’s, has been promoted to Senior Vice President of Sales and Commercial Operations, where he will lead customer-facing strategies and support cross-functional alignment across major retail accounts, as well as leading the commercial teams of Category Management, Demand Planning, and Marketing.
These promotions reflect Costa Farms’ ongoing investment in strong, agile leadership and its commitment to delivering exceptional value to retailers and plant lovers alike.
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