Seasoned Garden Expert Joins Costa Farms®

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Former Better Homes and Gardens editor is new consumer marketing and digital specialist

Justin Hancock joins Costa Farms as Consumer Marketing and Digital Specialist

Hancock's deep consumer and retail experience will enrich our promise to our customers to build better solutions that both inspire customers and boost sales at the retail level.

Better Homes and Gardens digital content manager and garden editor Justin Hancock is joining the team at Costa Farms, one of the largest growers of plants and flowers in North America. Hancock is filling a newly created position as Consumer Marketing and Digital Specialist.

According to Maria Costa-Smith, executive vice president of Costa Farms annual and perennial business, this position was created specifically to help transform the consumer experience at the retail level.

“Our company initiative is to change the shopping experience in the garden center. Justin’s knowledge and passion for gardening will help us achieve this,” added Costa-Smith, a third generation grower at the Florida-based nursery.

With more than 10 years at Better Homes and Gardens both on the print and digital sides, Hancock has written thousands of garden articles and blog posts, hosted a ‘Garden Doctor’ question and answer column and been a garden expert on the Today Show.

Both in his garden editor’s role at and as a partner of an upscale garden center for more than four years, Justin learned what consumers want and what plants they need. His love and knowledge of plants enables him to lecture and host workshops full of gardening tips and easy “how-to’s” for beginner gardeners.

“His deep consumer and retail experience will enrich our promise to our customers to build better solutions that both inspire customers and boost sales at the retail level,” Costa-Smith explains. “He’s going to be an instrumental player for our customers and bring bench strength to our Costa team.”

Hancock will be working directly with both marketing and research and development to create targeted retail plant programs to both attract and inspire gardeners - from first time homeowners to master gardeners.

“Justin intuitively speaks the language of customers and the language of flowers. He knows and loves plants, has studied and written about what gardeners want, and has created a niche garden center catering to consumers of all gardening levels,” says Costa-Smith.

In addition to searching the world for great new plants for the home and garden, Hancock will help create and manage Costa Farms’ digital properties, create rich content and direct social media. He will also serve as a corporate spokesperson.

“We are focusing a great deal of attention on our digital spaces as tools to both encourage gardeners and drive them to garden centers to purchase a particular look we’ve inspired them to create,” says Costa-Smith. “Justin has been speaking to millions of gardeners for years at and knows exactly how to reach them.”

Learn more about Costa Farms at

About Costa Farms Costa Farms is the largest producer of indoor houseplants in the world. Founded in 1961 by Jose Costa, Costa Farms is a third generation, family owned business that globally stretches over 4,500 acres and employs more than 2,800 people. Costa Farms’ thriving indoor, bedding and perennial plant divisions are located in Florida, North Carolina and South Carolina and are supported abroad by operations in the Dominican Republic and Far East.

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Stacey Pierson
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