Jul 11, 2024

Michigan Asparagus season ends with strong sales

The 2024 Michigan asparagus season wrapped up one week early with a surplus of produce available for summer festivities, marking a successful campaign driven by strategic marketing efforts from the Michigan Asparagus Advisory Board (MAAB).

To boost sales, the MAAB implemented retail promotions, influencer marketing, and digital campaigns that underscored the importance of buying local, which in turn supports local communities. This strategy coincided with a summer of barbecues and gatherings, where shoppers were eager to add Michigan asparagus to their recipes for its nutritional value and unique flavor.

“Incorporating new and innovative recipes led to over 37,500 social media impressions,” stated Jamie Clover Adams, executive director of the MAAB. “When it comes to superior quality and premium flavor, Michigan asparagus has it all.”

The MAAB bolstered its social media presence with vibrant imagery, videos, and collaborations with content creators, including a college student with his dog and a mom/recipe creator. These influencers targeted a mix of Gen-Z and millennial audiences, resulting in 44,000 engagements and a reach of over 19,000.

Additionally, the MAAB partnered with eight key retailers across the Midwest, investing in digital campaigns, point-of-sale materials and in-store demos to emphasize the locally grown and sourced message. This combination of traditional and programmatic advertising reached thousands of consumers, reinforcing the desire to know the origins of their food.

The MAAB is already preparing for the next season, aiming to continue promoting Michigan asparagus to consumers.

For more information, visit the MAAB website.