Mother’s Day is just around the corner, and while COVID-19 has made this a rough spring for flower growers and many others in the floriculture industry, the upcoming holiday may be a sign of light at the end of the tunnel.

During the Produce Marketing Association’s weekly Virtual Town Hall discussion this week, floral industry leaders from the supermarket retail world had a lot to say about how they’re prepping for Mother’s Day. Their bottom-line message for stores, and the growers who supply them with products, was that the nation needs a reason to celebrate, and Mother’s Day offers just that opportunity.