Costa Farms has promoted Jose (Joche) Smith Jr. to president as part of a leadership transition after more than 30 years under current CEO Joche Smith Sr.
Smith Jr. will oversee day-to-day operations across Costa’s domestic and international business units and lead strategic initiatives aimed at continued growth. He most recently served as senior vice president of sales and commercial operations, where he helped expand Costa’s national retail presence and guided merchandising programs across key accounts.
Smith Jr. is a fourth-generation member of the Costa family and has worked at the company for over a decade. His experience includes strategic planning, customer engagement, and coordination with supply chain, production and marketing teams.
“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.
Smith Sr. will remain CEO and continue to serve on the board of directors. He will also lead the legal and human resources functions, with Arianna Cabrera de Oña, chief people officer and general counsel, reporting to him.
Costa Farms also announced the promotion of Juan Rodriguez to senior vice president of sales and commercial operations. Rodriguez was previously director of sales for Lowe’s and will now oversee customer strategies and lead category management, demand planning and marketing teams.
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