2024 Michigan asparagus season underway

The Michigan Asparagus season has begun and the vegetable is arriving in stores about a week earlier than normal due to a warmer winter.

With volume on track, consumers can look for « Michigan Grown » labels indicating locally grown U.S. products. They can also look for point-of-sale and promotional materials with more information including tips and recipes at their local grocery stores. There are nearly 100 Michigan farm families committed to providing premium, sustainable products.

« Supporting Michigan asparagus growers is the key to ensuring high-quality, premium products remain in the produce section for years to come, » says Sarah Greiner of Todd Greiner Farms and chair of the Michigan Asparagus Advisory Board (MAAB). « As sustainable and local messaging continue to remain top-of-mind, featuring our product signifies a commitment to not only supporting local growers but meeting consumer demand for healthier foods that meet their health and dietary needs. »

^{Left to right: Sarah Greiner, Jamie Clover Adams}

« With Michigan Asparagus, consumers can enjoy the taste, without feeling guilty about helping themselves to seconds at the dinner table or enjoying it as a late-night snack, » says Jamie Clover Adams, executive director of the MAAB.

As digital marketing continues to drive purchasing, a recent study reported that 44 percent of consumers prefer to learn about a new product via video content. Throughout the season, MAAB will incorporate different forms of digital marketing including working with a dog content creator to create recipe content (both human and pet-friendly), advertising online and on social media, and having a recipe content creator visit Michigan to document her visit.

Additionally, MAAB is supporting sales by significantly investing in retail and in-store promotions and working with key partners to identify how to encourage impulse purchasing. The efforts will be a mix of both online and traditional marketing to capture all age demographics who have different preferences for the shopping experience.

For more information:
Michigan Asparagus Advisory Board
Tel: +1 (517) 669-4250
jamie@michiganasparagus.org
www.michiganasparagus.org