Mar 29, 2016

Riveridge expands produce offering to asparagus

Riveridge Produce Marketing announced it will market and sell Michigan asparagus.

Asparagus, like apples, is a crop that does very well in Michigan thanks to the climate provided in part by the proximity to Lake Michigan, Riveridge said. Michigan is the second largest grower of asparagus in the U.S., the company said.

Michigan asparagus stands out for the way it’s harvested. Each spear is snapped by hand so that the vegetable is fully edible – no need to trim large end pieces. Riveridge plans to use that message through marketing support in radio ads and billboards in select markets and media and blogger outreach. Additionally, Riveridge is refreshing packaging and creating new approaches to make the asparagus purchase and cooking easier for the end consumer.

“We have always marketed other produce throughout the year outside of apples, but this year, along with our partner packer, are committing more focus and resources to Michigan asparagus sales,” said Don Armock, Riveridge Produce Marketing president. “Michigan-grown asparagus kicks off the bounty of produce Michigan offers and we look forward to the opportunity to expand its footprint.”

Michigan-grown asparagus, depending on variables such as weather, will begin to hit produce departments in early May through June. Images, recipes and nutritional information will be available to help promote the benefits to make sure consumers are getting their Michigan-grown asparagus in that short six to seven week window.