'Keep it simple' seems to be the key during this COVID-19 situation. At the PMA Virtual Floral Roundtable on April 8, an insight was given from the retail, growers and logistics side regarding Mother's Day preparations and the run-up. Fortunately, they are all optimistic that consumers will still want to celebrate Mother’s Day, even if in a nontraditional format. So it’s critical to have flowers in stores. However, with limited number of employees available in all links of the supply chain, it will become a challenge. These issues were all discussed at the roundtable last Wednesday, in which more than 125 members from across the global floral supply chain participated. Also, an overview of the efforts in the new PMA #JoyOfFresh consumer messaging campaign was showed.
Retail Update
Three U.S. retailers who participated in the floral roundtable and one who participated in the opening session project holiday sales to be down Easter through Mother’s Day; however, the outlook has improved from what they originally anticipated a few weeks ago. U.S. retailers expect shopping for Mother’s Day to come earlier than years past, with higher anticipated consumer traffic on Thursday/Friday instead of typical Saturday/Sunday sales.
Retailers are limiting SKUs across the board for Mother’s Day to ease inventory management at stores and make it easier for distribution centers and growers. Retailers reported their common goal is to drive units and take care of growers as much as possible. Labor is still an issue at the store level for floral. Retailers are following protocols for keeping employees and customers safe. Each part of the world will see a different time frame for peak of COVID-19 and how that will impact each segment. Some retailers report that cases of COVID-19 are expected to peak in their area and/or nationally around the week of Mother’s Day.
Retailers’ priorities: safety of employees and customers, including merchandising to accommodate social distancing; trying to support flower and potted plant growers; and helping consumers celebrate mothers, grandmothers, and mother figures with flowers. Those with established e-commerce, pickup and delivery options are seeing decent sales. Some are exploring or expanding delivery to include floral. Social media is playing well. Retailers are willing to take ideas from suppliers for in-store merchandising. Suggestions include keeping it simple, such as island displays of similar products to reduce browsing and placing bouquets in wet packs where customers checkout. Click here for more suggestions for U.S. retailers to consider 'as You Plan for Mother’s Day'.
Production Update
Safety of personnel is the No. 1 priority. Most reported one or two compliance visits are occurring daily. Social distancing needs require running shifts differently to keep production going. Some growers with e-commerce capability are overwhelmed trying to fulfill those orders. They are trying to execute well, not execute all orders. It is not possible due to overall workload and resources available. Growers will continue to harvest and are focused on filling orders. Like retailers, they are optimistic consumers will still want to celebrate Mother’s Day even if in a nontraditional format. There’s a strong belief that consumers will show up to purchase, so it’s critical to have flowers in stores.
In Canada, greenhouse staffing is skeleton crew, and they are reporting significant product loss as they have a lack of imports to the United States due to cancelled orders. In Canada, holiday crops are down as orders being shipped have been cut significantly. Easter flowers produced in Canada will be composted or donated. In Colombia they are processing as many stems as possible to keep them moving. Growers report they are “playing to win” as an industry and are limiting SKUs, streamlining where possible, and keeping it simple.
Logistics Update
Fewer planes are flying into Miami; daily flights out of Colombia and Ecuador are down. No imports on passenger flights. Customs and Border Patrol inspections continue. Staff from passenger flight inspections are assisting on the freight side. USDA is keeping things moving by shifting resources. Trucks are running out of Miami. There are still a few hot spots, but much better. Creative solutions are being worked to set up DSD in some cases and to address challenges at distribution centers. No issues with travel restrictions moving product. Final numbers are coming in late, so this presents a challenge for arranging logistics.
Marketing Update
PMA’s #JoyOfFresh floral marketing toolkit will be ready for download on pma.com by end of this week. The toolkit includes social media assets members can use as they capture and share stories of joy related to giving and receiving flowers, and simply making flowers part of peoples’ everyday lives. The toolkit will also include templates members can use for public relations pitches. Members can use the assets to market flowers for Easter, Mother’s Day and beyond.
Consumer-facing efforts also include creating editorial content and working with lifestyle media outlets, writers and influencers to highlight moments of joy and fresh flowers/potted plants. Campaign messaging includes encouraging celebration of Mother’s Day Month in May, and will include showcasing ways that flowers beautify home and workspaces, the emotional and social benefits of flowers, and ways to use flowers in at-home projects, such as crafting, drying flowers, making floral wreaths, and creating a Mother’s Day experience at home.
Next roundtable - April 15
In the near term, PMA will offer weekly virtual events to provide up-to-date information and opportunities to connect during COVID-19 response and recovery. The next virtual roundtable focused on the floral sector is scheduled Wednesday, April 15. The topic will be built around "how to leverage the #JoyOfFresh consumer messaging campaign to your company’s advantage". They will tap into the Sprout House Agency and several Floral marketing experts to support.
For more information 
Produce Marketing Association (PMA)
www.pma.com