Michigan asparagus growers report ‘excellent’ quality

Asparagus growers across Michigan are reporting excellent quality as the season officially begins, according to the Michigan Asparagus Advisory Board (MAAB).

Michigan has more than 100 asparagus farms that produce product for markets across the U.S. MAAB is highlighting those contributions with a marketing campaign aimed at bridging the digital and in-store experience. 

“Our 2025 campaign is designed to meet consumers where they are — whether online, in-store, or on-screen,” Jamie Clover Adams, MAAB executive director, said in a news release.  “Michigan asparagus deserves to be the centerpiece of the plate this season, and our strategy reflects that.” 

 This year’s campaign includes trade advertising, daily social media content, influencer collaborations, newsletters, recipe development, connected TV (CTV) advertising and a retail program. 

“Michigan asparagus is nutritious, flavorful and incredibly versatile,” Sarah Greiner, MAAB chair, said. “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 Michigan asparagus. Participating creators address nutrition, culinary and lifestyle categories, collectively reaching an audience of more than 2.2 million followers, according to MAAB.