Costa Farms focus on connecting indoor plant buyers

Added on 29 August 2022

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Costa Farms focus on connecting indoor plant buyers

Last week, Greenhouse Grower reported on how Costa Farms is shifting its commercial strategy to put an increased focus on the end consumer. As a part of this strategy, the company has launched a branding effort and consumer marketing campaign, as well as doubling down on efforts to educate and engage with the end consumer.

Greenhouse Grower Senior Editor Brian Sparks recently caught up with Costa Farms Brand Marketing Manager Justin Hancock to learn more about the company's main goals with this approach, and how much consumers and retailers stand to benefit.

Brian Sparks: Can you start by talking about why Costa Farms changed its marketing approach?

Justin Hancock: The indoor plant space has just exploded in popularity, and we saw that there was an opening for our brand, especially at the retailers that typically sell unbranded pots and plants that don't have a lot of recognition. We also believe that it's going to benefit the retailers because if you can build the Costa Farms brand to the point where it's something that consumers are looking for, it can help draw traffic into their stores. However, while we assumed the retailers could benefit from this marketing, our focus is really to connect and build our relationship with the consumer. If you're going to be a consumer brand, the consumer needs to be at the heart of it.