2026 Michigan Asparagus Season is Underway

OKEMOS, MICH. – The 2026 Michigan asparagus season is beginning to take shape, with harvest now underway across the state and pacing influenced by recent weather conditions. As fresh volume begins to build and peak availability nears, the focus shifts to connecting with consumers and encouraging seasonal purchases.

To help drive demand during this limited window, the Michigan Asparagus Advisory Board (MAAB) is launching a robust, multi-channel marketing strategy designed to drive awareness and demand. The campaign includes a mix of traditional and digital tactics such as trade advertising, social influencer partnerships, recipe development, video content, retail promotions, and CTV advertising—ensuring the message reaches consumers across a wide range of demographics.

“Our goal is to meet consumers at key touchpoints—from social media to streaming platforms and beyond,” said Jamie Clover Adams, Executive Director of MAAB. “As the nation’s leading asparagus producer, we are focused on building a stronger, more engaged customer base that sees Michigan asparagus as an essential part of everyday meals.”

This year’s enhanced social media strategy will deliver a steady stream of engaging content, including fun facts, cooking tips, giveaways, and a stronger emphasis on video to connect with younger audiences. Influencer partnerships will span key lifestyle categories such as motherhood, farming, and dietetics, collectively reaching a broad and highly engaged audience.

In addition, new recipes and videos will highlight the versatility, flavor, and freshness of Michigan asparagus showcasing how it can elevate everything from quick snacks to complete meals as a natural complement to everyday dining.

To further expand reach, a 15-second commercial will air through MNTN, a platform that distributes advertising across more than 150 premium streaming networks. This effort is designed to drive in-store traffic in both established and emerging markets while increasing awareness that Michigan asparagus is in season and ready for purchase. Target audiences will include health-conscious consumers and families looking for fresh, nutritious meal solutions.

“In an ever-changing marketplace, one thing remains constant: Michigan asparagus offers retailers a unique opportunity to promote a ‘locally grown, locally sold’ message during its limited eight-week season,” said Sarah Greiner, MAAB Chair. “Through strong retail partnerships, we’re confident we can continue to grow market share and reinforce that Michigan asparagus belongs on every grocery list.”

Retailers are encouraged to contact MAAB to access point-of-sale (POS) materials that support in-store promotions. These tools are part of a comprehensive strategy to boost visibility and drive sales both at retail and across digital channels.

About the Michigan Asparagus Advisory Board
The Michigan Asparagus Advisory Board (MAAB) promotes the production and consumption of Michigan asparagus. The organization is dedicated to sharing the virtues of asparagus, while also assisting with agricultural research and the development of asparagus farming. The MAAB is funded by Michigan Asparagus growers. For more information, please reach out to Jamie Clover Adams (jamie@michiganasparagus.org), Executive Director of the MAAB.