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2024 Michigan Asparagus Season Begins

asparagus growing in a field

The Michigan Asparagus season has begun and the vegetable will be arriving in stores about a week earlier than normal due to a warmer winter. Currently, volume is on track with thick asparagus ready to take center stage on plates and in bowls nationwide.

As shoppers prioritize living a healthier lifestyle, cooking at home has continued to trend, with families encouraging their kids to try new foods. With ethical food choices becoming a stronger focus, more Americans are paying attention to where their food comes from – giving Michigan Asparagus the opportunity to shine.

Michigan Asparagus logo

When shopping in stores or at supermarkets, consumers can look for “Michigan Grown” labels indicating locally-grown U.S. products. They can also keep a lookout for point-of-sale and promotional materials with more information including tips and recipes at their local grocery stores. There are about 100 Michigan farm families committed to providing premium, sustainable products.

“Supporting Michigan asparagus growers is the key to ensuring high-quality, premium products remain in the produce section for years to come,” said Sarah Greiner of Todd Greiner Farms and chair of the Michigan Asparagus Advisory Board.

“As sustainable and local messaging continue to remain top-of-mind, featuring our product signifies a commitment to not only supporting local growers but meeting consumers demands – all who are looking for healthier foods that meet their health and dietary needs.”

Jamie Clover Adams, executive director of the MAAB, added, “With Michigan Asparagus, consumers can enjoy the taste without feeling guilty about helping themselves to seconds at the dinner table or enjoying it as a late-night snack. The decadent and colorful flavor palette paired with its long shelf life makes mealtime that much easier.”

As digital marketing continues to drive purchasing, a recent study reported that 44 percent of consumers prefer to learn about a new product via video content. Throughout the season, MAAB is set to incorporate different forms of digital marketing, including working with a dog content creator to create recipe content (both human and pet-friendly), advertising online and on social media and having a recipe content creator visit Michigan to document her visit. 

Additionally, MAAB is supporting sales by making a significant investment in retail and in-store promotions, working with partners to identify how to move the needle and encourage impulse purchasing. The efforts will be a mix of online and traditional marketing to capture all age demographics that have different preferences for the shopping experience. With consumers prioritizing their health and body above all, call outs related to “buying local” or “MI grown” aid retailers’ efforts to attract new customers and take their produce departments to new heights.

Read more produce news from The Shelby Report.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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