Thanks to your resilience, grit, collaboration, and positivity, our industry has made sure our products will make it to market for Mother’s Day. Bouquets, bunches, potted-plants and related goods will be stocked in time to give moms a gift of gratitude, thanks and a bit of the rest and reprieve they deserve. PMA commends you. We know this was no small feat.
As one of our colleagues shared on PMA’s April 22 virtual floral roundtable discussion, the mothers of the world are the original first responders. In good times and bad, moms are called on often to listen, solve, soothe, support, and provide for their children -- from basic necessities to tackling life’s biggest challenges. And the nurturing never stops, no matter what age! In the present climate especially, with schools closed, sports and activities cancelled, and many parents working from home, moms are being called on to fill more duties during more hours of the day. The hats they wear include: parent, teacher, counselor, cook, nurse, housekeeper, coach, referee, activity director, entertainer, and so on. In short: moms truly are everyday heroes.
Use social media and PR to tell your Mother’s Day story to consumer press
To follow through on our work to get products in stores for Mother’s Day and carry this momentum forward to grow consumer demand for floral, let’s find ways to capture these stories and the joy we’ve worked so hard to deliver. Take a moment to share your Joy of Fresh™ images on social media, use the #JoyOfFresh hashtag and tag @ProduceMarketingAssociation. Use images that make connections with consumers. Ask friends, family, colleagues, and even customers to do the same. If you’ve got someone on your marketing or merchandising staff who can spare a few minutes, considering contacting your local media with a pitch about how you are ready to help celebrate moms, even in unconventional ways in these unconventional times. You can also email JoyofFresh@pma.com with ways you’re spreading the Joy of Fresh™ and we will be happy to share these with trade press and consumer media on your behalf.
Every year, the media looks for feel-good stories as part of their press coverage leading up to this special occasion. Getting these products to market was a huge effort; that’s part of your storyline, in addition to the fact the mass-market floral industry has high quality floral in stores at affordable price points. Plus, given the extra challenges you’ve all faced this holiday, our growers, processors, shippers, and retailers really want to see the joy these products bring to moms everywhere. It’s why most of you are in the floriculture business to begin with. So, use your channels to encourage consumers to share pics of mom with her floral gifts and tag us!
A look back and a look ahead to what’s next
As you continue to prep for Mother’s Day, we also wanted to share a quick look back at Easter sales. Remember that Easter is much different than Mother’s Day under normal circumstances. But this snapshot report prepared by PMA based on a survey of retailers should give you a big-picture look at our start on the road to recovery for mass-market floral.
Lastly, we know relief funding is a pain point for many of you. We’ve provided updates in our weekly town hall floral roundtables each Wednesday and will continue to do so as new information becomes available. The most recent update on EDIL and PPP from our partners at Cornerstone Government Affairs is posted on our website.
If you haven’t already, register now for PMA’s April 29 Virtual Town Hall, which will focus on talent and talent management, and our floral roundtable that follows will include an update from retailers and a look forward based on what we know about the economic outlook and consumer behaviors. We look forward to seeing you all virtually.