Michigan Asparagus Board highlights 2026 growing season wins
MAAB’s marketing campaign generated millions of impressions, supporting Michigan-grown asparagus and farmers.
The Michigan Asparagus Advisory Board (MAAB) says the 2026 asparagus season concluded with strong crop quality, solid harvest volumes and an expanded consumer marketing campaign aimed at increasing demand for Michigan-grown asparagus, according to a press release from the group.
According to the board, its seasonal promotion combined retail partnerships, digital advertising, recipe development, influencer collaborations, connected TV advertising and earned media to reach consumers throughout the harvest season.
MAAB reported that its influencer campaign featured creators including Midwestern Mom, Ayat Sleymann and FarmwithZoe, who produced recipe demonstrations, meal ideas and educational content highlighting the versatility and nutritional benefits of Michigan asparagus. The board said content across its own and partner channels generated more than 5.5 million video views and more than 101,000 engagements during the campaign.
The organization also partnered with Family Features to distribute asparagus recipes and video content through media outlets nationwide. According to MAAB, the partnership generated more than 60.9 million impressions and resulted in 551 media placements.
Recipe development remained a key component of the campaign, with the board creating more than 10 original recipes designed to showcase Michigan asparagus in a variety of meals and cooking styles. MAAB said recipes including Classic Asparagus Eggs Benedict and Chile Lime Green Asparagus were among the most popular across its digital platforms.
The board also invested in connected TV advertising targeting consumers interested in seasonal produce, healthy eating and locally grown foods. MAAB reported the campaign generated more than 105,000 impressions and reached nearly 85,000 households during the season.
At the retail level, MAAB partnered with grocery stores on in-store merchandising, signage, digital promotions and e-commerce initiatives intended to increase visibility for Michigan-grown asparagus at the point of purchase.
In a release, the Michigan Asparagus Advisory Board said the marketing efforts were designed to support Michigan asparagus growers by increasing consumer awareness and encouraging purchases during the state’s harvest season. The organization plans to continue and expand its promotional efforts during the 2027 season.