May 15, 2025

2025 Michigan asparagus season kicks off with promotions

With Michigan’s asparagus season now underway, the Michigan Asparagus Advisory Board (MAAB) is launching a fresh consumer marketing campaign to boost the vegetable’s profile and drive demand.

Growers across the Wolverine State are reporting excellent quality, just in time for consumers looking to incorporate fresh, locally grown vegetables into their meals, according to a news release.

In response to the continued evolution of consumer behavior since the COVID-19 pandemic, the MAAB is implementing a marketing campaign that bridges the digital and in-store experience.

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. The efforts aim to boost awareness of Michigan asparagus’ seasonality, availability and culinary versatility across a wide range of consumers, according to the release. 

An influencer program includes an in-person farm tour, recipe development and educational videos touting the fresh and flavorful attributes of Michigan asparagus. Participating creators span nutrition, culinary and lifestyle categories, collectively reaching an audience of more than 2.2 million followers. 

To further amplify the message, CTV advertising will run on Hulu and across the Disney streaming portfolio, using a 15-second video to let consumers know that “Michigan asparagus is available now.” The tactic is designed to resonate with health-conscious and lifestyle-driven households, according to the release.

With health and wellness, sustainability, and local sourcing continuing to shape consumer decisions, “buy local” and “Michigan grown” messaging remains a powerful way for retailers to elevate Michigan asparagus and attract engaged, value-driven customers, according to the release.

“Our 2025 campaign is designed to meet consumers where they are — whether online, in-store or on-screen,” Jamie Clover Adams, MAAB’s executive director, said in the release. “Michigan asparagus deserves to be the centerpiece of the plate this season, and our strategy reflects that.”

In Michigan, more than 100 farm families are dedicated to producing high-quality asparagus for markets across the U.S. The state continues to lead the charge in meeting the demands of today’s shoppers. 

“Michigan asparagus is nutritious, flavorful and incredibly versatile,” Sarah Greiner, MAAB chair, said in the release. “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.”

Based in Okemos, Michigan, the grower-funded Michigan Asparagus Advisory Board promotes the production and consumption of Michigan asparagus and also assists with agricultural research and the development of asparagus farming.