Michigan asparagus harvest rebounds as industry pushes local message at retail

Michigan’s asparagus season may have stumbled out of the gate after April frosts and heavy rain slowed early harvests. Still, growers now expect supplies to build quickly as warmer temperatures return across the state. 

Michigan Asparagus Advisory Board (MAAB) Executive Director Jamie Clover Adams told FreshFruitPortal.com that an early spring warm spell pushed asparagus emergence ahead of schedule, only to be followed by repeated cold snaps that put the brakes on crop development.

“And so we're on track as we have been in past seasons. Normally, we have product available for Mother's Day, and that's what we've had this year,” Clover Adams said.

Even so, Michigan growers are entering peak harvest with strong projected volumes and favorable spear quality. The cooler temperatures and added moisture shaped the crop during the opening weeks of the season, Clover Adams added.

“From what I've seen from pictures that growers send me, quality looks great, and then our marketing folks were at a grocery store in Grand Rapids, and man, the asparagus looks wonderful,” she noted. “I think on the fresh side, we're going to hit similar tonnage to last year’s”.

A short season, long-term pressures

Last year, the Great Lakes State produced approximately 23,590 tons of asparagus, according to data from the United States Department of Agriculture’s National Agricultural Statistics Service (USDA-NASS). Traditionally, about 60 percent of the crop is sold fresh, and the remaining 40 percent is processed into products such as canned, frozen, or pickled.

Michigan remains the leading asparagus-producing state in the US, with more than 90 farm families involved in production. The season typically lasts six to eight weeks, with the short window as one of the sector’s key challenges. 

However, Clover Adams explained that MAAB has effectively paired the reduced availability with its core product messaging: exclusivity, locally grown, and an extended shelf life. These selling points also tie with the ongoing global logistics hurdles and rising food prices.

The executive noted that retailers can often receive Michigan asparagus within just a few days of harvest, whereas imported product may spend weeks in transit.

“Consumers are out there thinking, ‘How can I make my dollar last? How can I get more value for my family and combine that with nutrition?’,” she said. “So that shorter supply chain results in a fresher product, better shelf life, and ultimately a better eating experience.”

The industry also continues to face rising labor and production costs, although Clover Adams said recent Adverse Effect Wage Rate (AEWR) adjustments have improved flexibility for growers using H-2A labor.

“There's some breathing room now,” she stated. “I have young growers—that's one of the things I like about being in this industry, there are a lot of young growers with young families. And to see them be optimistic just makes my heart swell”.

Michigan asparagus streaming ahead

Alongside the seasonal ramp-up, the board expanded its digital and connected TV advertising strategy this year to target consumers through streaming platforms and social media.

Adams said the campaign includes weekly social media giveaways and collaborations with Midwest-based influencers. The lineup includes names like MidwesternMom, MomNutritionist, and FarmwithZoe. MAAB also increased grower-focused content to highlight production and farm families behind the crop.

“Digital marketing has become an essential part of reaching today’s consumers, especially as more people spend their time online and increasingly shift away from traditional media consumption,” Clover Adams said.

The board’s campaign places Michigan asparagus advertising across over 150 streaming platforms, including Hulu and CW.

“Streaming now accounts for roughly 40 percent of total TV viewing time among Americans, and advertising helps us connect with families in a highly targeted and effective way,” Clover Adams said.

*All photos courtesy of the Michigan Asparagus Advisory Board.

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