Highlights from Michigan’s Slightly Early Asparagus Season Close

The Michigan asparagus season concluded a week prior than its usual schedule, wrapping up with a generous volume available for the summer festivities. Aiming to boost sales, the Michigan Asparagus Advisory Board (MAAB) rolled out a range of marketing strategies. This strategic approach emphasized the importance of local buying and how it can bolster local communities, one asparagus spear at a time.

Gearing up for Summer Celebrations

With summer parties, barbecues, and gatherings on the agenda, shoppers were on the lookout for ingredients that could add some zest to their culinary repertoire. Michigan’s asparagus provided the perfect platform to highlight the vegetable’s nutritional potential. As the trend for healthy eating continues to surge, the beloved vegetable became a big hit with the residents. The association’s promotional campaign offered 12 unique recipes which amassed over 37,500 impressions on social media platforms.

Spreading the Word about Local Sourcing

Jamie Clover Adams, the executive director of the MAAB, says that the advisory board collaborated with eight retailers across the Midwest to execute digital campaigns, point-of-sale promotions, and in-store demonstrations. These initiatives emphasized the importance of locally grown and locally sourced produce. The MAAB invested in its product by amplifying its online presence through engaging visual content including vibrant images and videos, and collaborated with recipe creators to develop novel content.

Greater Engagement through Influencer Marketing

These creators engaged their followers with a journey through the field-to-table process, educating them about the families behind Michigan’s asparagus production. This year’s influencers included a college student with his dog as the “creator/talent”, and a recipe-creating mom, targeting a mix of Gen-Z individuals and millennial families. Overall analytics showed 44,000 engagements and a reach of more than 19,000.

Traditional and Programmatic Advertising

The MAAB also collaborated with eight major retailers across the Midwest for a significant investment in digital campaigns, point-of-sale promotions, and in-store demos. The primary aim was to spread the message about local sourcing. Additionally, to increase brand awareness, this year’s amalgamation of traditional and programmatic advertising reached thousands of consumers, indicating that people are keen to know the origins of their food.

When it comes to quality and flavor, Michigan asparagus has it in abundance, adds Jamie Clover Adams. He went on to say that by employing new and captivating strategies, and showcasing the vibrant yet nutritious nature of this beloved vegetable, the advisory board created a positive anticipation. This resulted in higher foot traffic and a surge in sales during key purchasing periods. The MAAB looks forward to the upcoming asparagus season and seeks new opportunities to get Michigan’s asparagus on consumer’s plates.

Credits

For more information:
Jamie Clover Adams
Michigan Asparagus Advisory Board
Tel: +1 (517) 669-4250
[email protected]
www.michiganasparagus.org
Publication date: Fri 12 Jul 2024