The 2025 Michigan Asparagus season has commenced, showcasing thick and flavorful spears. With over 100 farm families contributing, Michigan is poised to meet rising consumer demand for locally sourced vegetables. In light of changing shopping behaviors post-COVID-19, the Michigan Asparagus Advisory Board has launched an integrated marketing campaign that merges digital platforms with traditional retail strategies. This initiative is designed to elevate the prominence of Michigan asparagus as a culinary staple. By engaging consumers through influencer collaborations and social media, the campaign aims to promote the nutritious and versatile qualities of the produce.
Our 2025 campaign is designed to meet consumers where they are - whether online, in-store, or on-screen," said Jamie Clover Adams, Executive Director of MAAB. "Michigan asparagus deserves to be the centerpiece of the plate this season, and our strategy reflects that.
Michigan asparagus is nutritious, flavorful, and incredibly versatile," said Sarah Greiner, Chair of the MAAB. "By building visibility and supporting local retail programs, growers are confident that locally grown, locally sold will ensure consumers actively seek out Michigan-grown asparagus in stores.
Growers across the state are reporting excellent quality, just in time for consumers looking to incorporate fresh, locally grown vegetables into their meals.
This year's integrated campaign includes trade advertising, daily social media content, influencer collaborations, newsletters, recipe development, connected TV (CTV) advertising, and a retail program.
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