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