Michigan Asparagus Advisory Board plots marketing campaign and crop quality remains high
The 2025 Michigan Asparagus season is officially underway, with growers across the state reporting excellent quality, according to the Michigan Asparagus Advisory Board (MAAB).
”With over 100 farm families dedicated to producing high-quality asparagus for markets across the United States, Michigan continues to lead the charge in meeting the demands of today’s shoppers,” MAAB outlined.
In response to the continued evolution of consumer behaviour since the Covid-19 pandemic, the board said it is implementing a marketing campaign that ”bridges the digital and in-store experience”.
“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.”
This year’s integrated campaign includes trade advertising, daily social media content, influencer collaborations, newsletters, recipe development, connected TV (CTV) advertising, and a retail programme, the board confirmed.
These efforts aim to boost awareness of Michigan asparagus’ seasonality, availability, and culinary versatility across a wide range of consumers.
“Michigan asparagus is nutritious, flavourful, and incredibly versatile,” said Sarah Greiner, chair of MAAB.
“By building visibility and supporting local retail programmes, growers are confident that ’locally grown, locally sold’ will ensure consumers actively seek out Michigan-grown asparagus in stores.”
