JOSE “JOCHE” SMITH

CEO, COSTA FARMS, MIAMI

Costa Farms started in 1961 when Jose Costa Sr. left Cuba and started growing tomatoes and citrus on 30 acres of land in South Florida. The farm soon switched to foliage plants and has since evolved to be one of the largest horticultural growers in North America. Smith joined the family business in 1992 after marrying Costa’s granddaughter, Maria. He became CEO just a few years later. Today, Costa Farms grows more than 1,500 plant varieties — from outdoor tropicals to houseplants to perennial garden plants — across 5,200 acres and employs more than 5,000. Along with breeding and trialing different plant species, the company also raises its own beneficial insects to help control pests without chemicals and was honored in 2024 with the state’s Agricultural-Environmental Leadership Award.

EDUCATION: University of Florida (BS, MBA)