Michigan asparagus wraps successful 2026 season betting on digital-first approach to boost consumer demand

The Michigan asparagus season wrapped up on a high note, delivering exceptional quality, strong volumes and increased consumer awareness across key markets. 

To support growers and drive demand throughout the season, the Michigan Asparagus Advisory Board (MAAB) executed an integrated marketing campaign that included retail promotions, influencer partnerships, and digital advertising.

"Consumers want to know where their food comes from and how to prepare it in ways that fit their lifestyles," said Jamie Clover Adams, MAAB Executive Director. "Our digital strategy allows us to tell the story of Michigan-grown asparagus directly to consumers, highlighting the freshness, quality, and value of supporting local agriculture while keeping the product top-of-mind during the season."

The influencer program featured a diverse group of creators, including Midwestern Mom, Ayat Sleymann, and FarmwithZoe. Combined across MAAB-owned and influencer channels, campaign content generated more than 5.5 million video views and 101,237 engagements, helping introduce the product to new audiences while encouraging purchases during peak season.

Meal-inspiring Michigan asparagus

To further expand consumer reach, MAAB implemented a multi-channel marketing program designed to inspire purchases and keep the vegetable top-of-mind throughout the season. Highlights included a partnership with Family Features, which generated more than 60.9 million impressions and secured 551 media placements nationwide through an original recipe and video feature.

Recipe development also played a key role in consumer outreach, with more than 10 original recipes created to showcase the versatility of the Michigan vegetable across a variety of meal occasions, cuisines and cooking styles. 

Top-performing recipes included Classic Asparagus Eggs Benedict and Chile Lime Green Asparagus, which generated strong engagement across digital platforms.

MAAB also invested in Connected TV advertising to reach highly targeted audiences interested in seasonal produce, healthy meals, and farm-to-table foods. The campaign delivered 105,685 impressions and reached nearly 85,000+ households, helping raise awareness of Michigan asparagus availability during peak season.

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At retail, key partnerships with grocery stores for both in-store and digital promotions, utilized signage, merchandising, and e-commerce opportunities to connect with shoppers at the point of purchase.

"Every promotion, partnership, and consumer touchpoint is designed to support Michigan asparagus growers and strengthen demand for the crop," said Jamie Clover Adams, Executive Director of the Michigan Asparagus Advisory Board. "The success of this season demonstrates the value of connecting consumers with locally grown asparagus, and we're looking forward to creating even more opportunities for growth in 2027."

*All images courtesy of Michigan Asparagus Advisory Board, unless stated otherwise. 

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