DEWITT, MI - I am a sucker for Michigan asparagus. The thick stocks and crunchy texture always have me excited for the season. To the delight of many, the Michigan Asparagus season is now upon us, arriving in stores about a week earlier than normal due to a warmer winter. Currently, volume is on track with thick and tender asparagus ready to take center stage on plates and in bowls nationwide.

“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,” said Jamie Clover Adams, Executive Director. “The decadent and colorful flavor palette paired with its long shelf-life makes mealtime that much easier.”

Consumers will have the option to incorporate this nutritional vegetable into their spring and summertime meals. As shoppers prioritize a healthier lifestyle, cooking at home has continued to trend, a press release stated. With ethical food choices becoming a stronger focus, more Americans are paying attention to where their food comes from as well.

When shopping in stores or at supermarkets, consumers can look for “Michigan Grown” labels. 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 nearly 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,” says Sarah Greiner of Todd Greiner Farms and Chair of the MAAB. “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.”

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. Additionally, MAAB is supporting sales by making a significant investment in retail and in-store promotions, working with key partners to identify how to move the needle and encourage impulse purchasing.

Keep reading ANUK as the Michigan asparagus season gets underway.