Costa Farms names new president and announces executive promotions

After three decades as CEO and president of Costa Farms, Joche Smith Sr. has announced the promotion of his son, Jose (Joche) Smith Jr. to president as part of the company’s leadership transition.

In this new role, Smith Jr. 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.

Smith Sr. will continue as chief executive officer and member of the board of directors, providing strategic oversight. 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,” Smith Sr said. “He’s ready to lead us forward with clarity and purpose.”

A fourth-generation member of the Costa family, Smith Jr.’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 and commercial operations, he led teams responsible for strategic planning, product placement and customer engagement, ensuring Costa Farms’ 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 has 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 the commercial teams of category management, demand planning and marketing.