Michigan Asparagus Advisory Board's John Bakker Talks Late, But Promising Season
DEWITT, MI - While this time last year we consumers were enjoying fresh Michigan asparagus, this year, due to unseasonably cool spring temperatures and late season snowfall, harvesting on asparagus in the Southern region of Michigan began just this week—one of the latest asparagus season starts in memory. To make up for the late season start, the Michigan Asparagus Advisory Board has bolstered marketing efforts to keep asparagus top of mind.
“We may have a delayed start, but most grower shippers are on schedule to harvest and deliver similar volume to last season,” John Bakker, Executive Director, said. “The biggest difference will be that the buildup of volume will not happen slowly over a couple of weeks but come on quickly between the week of May 13th until it reaches promotable volumes beginning the week of May 20th and continuing throughout the season.”
According to a press release, the cooler spring has given growers in West Central Michigan plenty of time for seasonal field work like mowing, weeding, and fertilizer applications, as they gear up for the May 13th start date. The Michigan Asparagus Advisory Board also noted that pricing and quality will not be affected by the late season start thanks to the marketing programs currently underway to prime consumers for the start of the season.
This year, the advisory board formed partnerships with 55 online food bloggers—an increase from last year’s 38—as well as upped the ante by adding new blogger events.
During the week of April 30th-May 5th, #BrunchWeek started the asparagus frenzy off, increasing consumer engagement from a variety of social platforms. Designed to get consumers back to thinking about this favorite taste of summer and to alert them when to look for Michigan asparagus in stores, the #BrunchWeek event included more than 30 online influencers sharing their favorite brunch recipes that feature asparagus.
And later this month, starting May 21st, the advisory board is keeping the party rolling with #BBQWeek, a new event that will highlight interesting preparations of asparagus for backyard barbecues as a lead-up to Memorial Day.
Not to mention, consumers can connect and engage with the board on social media and enter to win weekly nationwide flash giveaways for $50, blogger events for $100, and the board’s season-long giveaway of over $2,000 in cash prizes including a $1000 grand prize.
With quality and volume expected to be high this year, the 120 family farmers that produce the majority of Michigan’s asparagus are looking forward to a great season and continuing their commitment to seasonally fresh, U.S.-grown, local, and sustainable Michigan asparagus perfect for the spring and summer months.
For more of the latest happenings in the growing fields, stay tuned to AndNowUKnow.
