Michigan Asparagus Wraps With Ample Volume and an Eye on Key Market Growth; Jamie Clover Adams Comments

Overview of asparagus from Michigan in the U.S. market, complemented by charts from Agronometrics. Original published on July 11, 2024.

MICHIGAN – With the Michigan asparagus season concluded a week earlier than usual, the Michigan Asparagus Advisory Board (MAAB) has several marketing strategies to share with the buying community.

“When it comes to superior quality and premium flavor, Michigan asparagus has it all,” commented Jamie Clover Adams, Executive Director. “By enacting new and eye-catching strategies and highlighting the vibrant yet nutritious nature of our favorite vegetable, we created a great teaser that ultimately translated into higher foot traffic and an increase in sales during key purchasing periods.”

As more barbecues and summer gatherings are around the corner, shoppers seek out seasonal produce to fill out menus. According to a press release from the organization, healthy eating continues to drive social media impressions.

Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)

With this in mind, it’s the perfect time to showcase the nutritional value of asparagus. Working alongside content creators, MAAB took followers through the fields to connect more people with the families responsible for growing the asparagus they eat.

MAAB also worked with retailers across the Midwest, investing in digital campaigns, point of sale (POS), and in-store demos to drive the locally grown/locally sourced messaging home.

The MAAB looks forward to next season and is preparing for new opportunities to get Michigan Asparagus on consumer’s plates!

The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.

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