Michigan's asparagus harvest wrapped up in July with strong volumes and increased consumer awareness, supported by an integrated marketing campaign from the Michigan Asparagus Advisory Board (MAAB). The campaign combined retail promotions, influencer partnerships, recipe development, digital advertising, and video content designed to reach consumers where they make purchasing decisions. "Consumers want to know where their food comes from and how to prepare it in ways that fit their lifestyles," said Jamie Clover Adams, Executive Director of the Michigan Asparagus Advisory Board. "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 Michigan asparagus top-of-mind during the season."
Influencer Partnerships Drive Reach MAB partnered with a diverse group of content creators including Midwestern Mom, Ayat Sleymann, and FarmwithZoe, who collectively reach millions of followers. The influencers created recipe demonstrations, seasonal meal inspiration, and educational content showcasing the versatility and nutritional benefits of Michigan asparagus. Combined across MAAB-owned and influencer channels, the campaign generated more than 5.5 million video views and 101,237 engagements.
Recipe Development and Media Reach More than 10 original recipes were developed to showcase Michigan asparagus across different meal occasions and cuisines. Top-performing recipes included Classic Asparagus Eggs Benedict and Chile Lime Green Asparagus, which generated strong engagement across digital platforms. A partnership with Family Features generated more than 60.9 million impressions and secured 551 media placements nationwide through an original recipe and video feature.
Digital and Retail Strategy MAB invested in Connected TV advertising targeting audiences interested in seasonal produce and farm-to-table foods, delivering 105,685 impressions and reaching nearly 85,000 households. At retail, key grocery partnerships utilized in-store and digital promotions, 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," Adams said. "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."
Why It Matters
The campaign illustrates how commodity boards are leveraging digital-first strategies and influencer partnerships to build consumer awareness outside traditional foodservice channels. For retailers and produce departments, the data suggests that seasonal produce marketing tied to content creators and recipe development can sustain demand throughout the harvest window.
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Written by FBM Publications Editors
