Michigan asparagus wraps 2026 season

The Michigan asparagus season wrapped up on a high note, delivering quality product with strong volumes and increased consumer awareness across key markets. To support growers and drive demand throughout the season, the Michigan Asparagus Advisory Board (MAAB) executed an integrated marketing campaign combining retail promotions, influencer partnerships, recipe development, digital advertising, video content, and earned media.

Today’s consumers increasingly rely on digital platforms for meal inspiration and purchasing decisions. Throughout the season, the board implemented a digital strategy featuring giveaways, original recipes, nutrition-focused content, engaging videos, and partnerships with content creators.

^{Adams says the success of this season demonstrates the value of connecting consumers with locally grown asparagus.}

The influencer program featured creators, including Midwestern Mom, Ayat Sleymann and FarmwithZoe, who collectively reach millions of followers through recipe demonstrations, seasonal meal inspiration and educational content to show the versatility, flavor and nutritional benefits of Michigan asparagus. Combined across MAAB-owned and influencer channels, campaign content generated more than 5.5 million video views and 101,237 engagements, helping introduce Michigan asparagus to new audiences while encouraging purchases during peak season.

“Consumers want to know where their food comes from and how to prepare it in ways that fit their lifestyles,” said Jamie Clover Adams, executive director of the Michigan Asparagus Advisory Board. “Our digital strategy allows us to tell the story of Michigan-grown asparagus directly to consumers, highlighting the freshness, quality, and value of supporting local agriculture while keeping Michigan asparagus top-of-mind during the season.”

The board also implemented a multi-channel marketing program designed to inspire purchases and keep Michigan asparagus top-of-mind throughout the season. Highlights included a partnership with Family Features, which generated more than 60.9 million impressions and secured 551 media placements nationwide through an original recipe and video feature.

^{Freshly picked Michigan asparagus.}

Recipe development also played a role in consumer outreach, with more than 10 original recipes created to showcase the versatility of Michigan asparagus across a variety of meal occasions, cuisines and cooking styles. Top-performing recipes included Classic Asparagus Eggs Benedict and Chile Lime Green Asparagus which generated strong engagement across digital platforms.

The board also invested in Connected TV advertising to reach highly targeted audiences interested in seasonal produce, healthy meals, and farm-to-table foods. The campaign delivered 105,685 impressions and reached nearly 85,000+ households, helping raise awareness of Michigan asparagus availability during peak season.

At retail, partnerships with grocery stores included in-store and digital promotions, utilizing signage, merchandising and e-commerce opportunities to connect with shoppers at the point of purchase.

“Every promotion, partnership and consumer touchpoint is designed to support Michigan asparagus growers and strengthen demand for the crop,” said Adams. “The success of this season demonstrates the value of connecting consumers with locally grown asparagus, and we’re looking forward to creating more opportunities for growth in 2027.”

For more information:
Jamie Clover Adams
Michigan Asparagus Advisory Board
jamie@michiganasparagus.org
www.michiganasparagus.org