MICHIGAN - With May marking the official start of the long-awaited Michigan asparagus season, I see no better time to put a spotlight on some of the over 100 farm families committed to harvesting quality product year after year. In celebration of the start of the season, which extends through the end of June, this series sought to tap the expertise of a few long-standing family farms thriving in the asparagus space.

Among these key players is Golden Stock Farms. With almost 60 years of experience, the family farming operation has learned to maximize the sandy and loamy soils combined with prime weather conditions to achieve product that any consumer would be proud to add to their recipe lineup. Jordon Walsworth, Farm Manager at Golden Stock Farms, recently shared more details.

Can you tell me about Golden Stock Farms’ values and practices? How long have you been producing Michigan asparagus?

For over 57 years, we have invested in local asparagus production, putting quality and consumer satisfaction above all. The operation started out at 20 acres, and now we have 300 acres, averaging 1.4 million pounds annually. This growth is a testament to the generations that came before us, paving the way for new economic opportunities. In the early days, my grandfather Richard “Dick” was instrumental in working with neighbors to grow asparagus and coordinating with processors to bring our industry to life. He led the industry by providing guidance and expertise on long-term asparagus development. At the core, he was a leader driven to position Michigan as the nation's top producer.

After losing both my grandfather and dad several years ago, our priority has been to work alongside other growers to curate premium product. It’s imperative to continue their legacy and work toward having transparency from growing techniques to production management. Now my mother, Janice, spearheads the charge, ensuring there is sufficient volume and quality. We have made several investments to become more efficient and produce top-notch product to meet fresh market demand. Every day, we wake up with the goal of supplying Michigan asparagus that would make the generations before us proud.

How have the market and consumer demands evolved in the last 57 years?

Since 1968, the asparagus market has transitioned from canned asparagus to frozen asparagus to fresh asparagus. The availability of fresh product on the shelf has driven consumption of our product, however, it has posed more challenges with maintaining market share for local product. While we have a short buying window, shoppers have expressed the importance of buying locally grown, locally sold product. The Midwest markets are familiar with the seasonality and can attest that the flavor profile is at its best when the product is sourced directly from our fields. Shoppers are looking for fresh asparagus that is easily accessible, whether it is shopping online or in stores.

The beauty of our favorite superfood is that it takes three to four days to arrive in stores. Therefore, consumers can feel confident knowing their eating experience is nothing short of perfection. With meal prepping and snacking on the rise, Michigan asparagus is poised to take center stage in recipes and conversations.

How can retailers help maximize demand during the Michigan asparagus season?

The key is touting the “locally grown, locally sold” and “limited time available” messaging, placing Michigan asparagus at the front of the produce section. Pushing grower stories can spark a connection between the consumer and the product, strengthening brand loyalty.

Growers have curated the best techniques to deliver prime experiences, and now is the time to put that to the test. Host live demos, encouraging consumers to taste the product. Host recipe contests and utilize point-of-sale materials to attract a new audience.

When placing the box of asparagus out front, it attracts consumers, leading to impulse purchases. This technique has led to an increase in sales during the season and caused repeat purchasing. The moment Michigan asparagus is in the cart, there is an underlying emotional connection—a sense of freshness, local pride, and seasonal enjoyment. Consumers associate it with quality and flavor they can trust, which reinforces their decision and keeps them coming back for more.

What are the benefits of local, Michigan-grown asparagus for both retailers and consumers? What are some of the ways the farm works to ensure quality and freshness?

The biggest benefit of local asparagus is the ability to transport product quicker than our competitors. This has played in our favor, as both buyers and consumers have raved about the flavor profile, adding that it is a fan favorite in every eating occasion.

The peak freshness stems from the installed refrigeration to hydrocool and holding asparagus at 34-35 degrees within an hour of being harvested. The sooner we get our product to the value-add chain, the faster it gets to the shelves for the consumer.

More insights into the network of growers bringing fresh Michigan asparagus to retailers’ shelves are on the way, so stay tuned for our next update.