The 2025 Michigan asparagus season is officially underway, and growers throughout the 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 from the Michigan Asparagus Advisory Board.
The state has over 100 farm families dedicated to producing high-quality asparagus for markets across the U.S., the release said. In response to the continued evolution of consumer behavior since the COVID-19 pandemic, MAAB said it is implementing a marketing campaign that bridges the digital and in-store experience.
“Our 2025 campaign is designed to meet consumers where they are — whether online, in-store, or on-screen,” said Jamie Clover Adams, MAAB executive director. “Michigan asparagus deserves to be the centerpiece of the plate this season, and our strategy reflects that.”
This year’s integrated campaign includes trade advertising, daily social media content, influencer collaborations, newsletters, recipe development, connected TV advertising and a retail program. MAAB said these efforts aim to boost awareness of Michigan asparagus’ seasonality, availability and culinary versatility across a wide range of consumers.
“Michigan asparagus is nutritious, flavorful and incredibly versatile,” said Sarah Greiner, MAAB chair. “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.”
The 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, according to the release.
To further amplify the message, connected TV advertising will run on Hulu and across the Disney streaming portfolio, using a lighthearted 15-second video to let consumers know Michigan asparagus is available now. MAAB said this tactic is designed to resonate with health-conscious and lifestyle-driven households.
MAAB encourages retailers to contact it for POS materials to support their own promotional efforts. The materials are part of a broader marketing strategy designed to increase visibility and drive sales through in-store and digital channels.
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 MAAB.