Michigan ends 2024 asparagus season early

DEWITT, MICH. – July 11, 2024 – Michigan’s asparagus season ended a week earlier than usual, but there was plenty available for summer festivities.

To increase sales, the Michigan Asparagus Advisory Board (MAAB) BB #:162478 has implemented marketing strategies including retail advertising, influencer marketing and digital campaigns that further emphasize the importance of shopping local and supporting communities with each asparagus purchased.

With the numerous barbecues, summer parties and get-togethers, customers wanted to add more flavor and flair to their recipes and offered Michigan asparagus a platform to showcase the nutritional value of the vegetable. With healthy eating remaining a top priority, the inclusion of 12 unique and innovative recipes generated more than 37,500 impressions on social media.

MAAB further invested in its product by strengthening its social media presence through the incorporation of vibrant images and videos and collaborating with recipe creators. These content creators not only developed new content, but also took their followers on a journey to learn about the field-to-table process and educated them about the families responsible for growing Michigan asparagus. This year’s influencers included a college student and his dog as “author/talent” and a mom/recipe writer – both targeting a mix of Gen Z individuals and Millennial families. Total analysis revealed 44,000 interactions with a total reach of more than 19,000.

MAAB worked with eight key retailers in the Midwest, investing heavily in digital campaigns, point-of-sale (POS) demos and in-store demos to convey the “locally grown/locally sourced” message. With the goal of increasing brand awareness and telling the story of why using a dynamic vegetable brings meals to life, this year’s mix of traditional and programmatic advertising reached thousands of consumers and demonstrated that people want to know where their food comes from.

“When it comes to superior quality and premium taste, Michigan asparagus has it all,” explains Jamie Clover Adams, MAAB executive director. “By introducing new and eye-catching strategies and emphasizing the vibrant yet nutritious nature of our favorite vegetable, we created a great teaser that ultimately translated into increased customer traffic and sales during key shopping times.”

The MAAB is looking forward to next season and preparing for new opportunities to bring Michigan asparagus to consumers’ plates. Visit the website for more information and follow the MAAB’s social media channels to learn more about Michigan asparagus.

Contact:
Sabrina Wilson
Marketing Expert
(956) 329.4720
[email protected]