OKEMOS, MI - The Michigan Asparagus season concluded with decent volumes, perfect for summer barbecues and grilling. To increase the bottom line, the Michigan Asparagus Advisory Board (MAAB) developed unique marketing strategies, including retail promotions, influencer programs, farm tours, recipe development, and digital advertising.

As home cooking continues to grow, consumers have recognized the importance of taking control of their own health habits. Over 10+ recipes, including a mix of fresh, frozen, and canned options, were created. The dishes included fan favorites such as Summer Veggie Flatbread, Asparagus Lemon Barley Bowl, and Ham & Asparagus Crepes. Over 59,644 impressions resulted, signifying the importance of adding fresh, local ingredients into meal planning.

Highlighting “locally grown, locally sold” is what positions Michigan asparagus as the option of choice. By partnering with Roundy’s, a prominent grocery store retailer in the Midwest, they enacted advertising and price tags featuring “Michigan asparagus” as the callout. As a result, there was a sales lift during half of the season.

“Partnering with the Michigan Asparagus program this season was a fantastic decision for our stores. The support helped us engage our customers in meaningful ways—especially around the value of fresh, locally grown produce,” remarked Waleed Nabeel, Asparagus buyer, in the recent release. “Shoppers increasingly want to know where their food comes from, and being able to highlight Michigan-grown asparagus was not only great for sales, it also reinforced our commitment to supporting regional agriculture. It was truly a win-win for our team and our customers."

To increase brand awareness, we worked with Family Features, a leading content syndication company specializing in lifestyle content. They created a video and article featuring Fettuccine with Pesto Prosciutto – a comforting meal perfect for dinner with family and friends. Content acquired over 213,000,000 placement impressions and 548 total placements.

The season highlight was the “2025 MAAB Farm Tour,” where Influencer Farm With Zoe came to Michigan. She visited the fields and research station and tried picking asparagus on a cart. Educational videos on asparagus sizing, picking, and planting were created. The video content received over 6.2 million views and garnered over 3,000 followers.

Beyond the tour, the influencer program featured a mother and registered dietitian, Ayat Sleymann. Her content included Air Fryer Asparagus Parmesan is a quick and easy snack for health fanatics. To cater to dog lovers, Blake Martin, owner of Whiskey Bear, has a dog cooking channel with human and dog recipe content. They created Chicken Primavera inspires owners to incorporate veggies like Michigan asparagus into their furry friend’s diet. The content received a total of 331,746 views.

“Michigan asparagus continues to stand out as a powerhouse of both taste and quality,” said Jamie Clover Adams, Executive Director of the MAAB. “This season, we embraced bold, creative strategies that elevated the presence of Michigan asparagus and helped us connect with consumers in fresh, compelling ways. From vibrant visuals to innovative content, we built excitement that resonated during peak moments.”

Looking ahead, the Michigan Asparagus Advisory Board is already planning for next season with promotional funds available for retail partners to increase sales and consumption. Follow MAAB online and across social media to stay updated on all things Michigan asparagus — from seasonal tips to delicious, nutritious recipes.