Promote Asparagus Year-Round

Steady growth anticipated for asparagus demand over the coming years.

Whether it’s green, white or purple, asparagus adds taste and texture to casual or elegant culinary creations. Its unusual appearance and versatility fit innumerable events. Once considered only a seasonal delicacy, many suppliers of this unique vegetable now offer promotable quantities during the entire year.

“Although asparagus is more upscale than some typical produce items, it is generally very approachable for most consumers,” says Charlie Eagle, vice president business development, Southern Specialties, Pompano Beach, FL.

Asparagus consumption is holding steady, and Shani Nir, marketing coordinator of Ayco Farms, Pompano Beach, FL, explains why. “This stability in demand highlights its consistent appeal among health-conscious consumers and it continues to grow.”

Tim Ryan Jr., vice president of sales, Square One Farms, Sunrise, FL, agrees. “With the growing emphasis on healthy eating, fruits and vegetables are at the forefront of better dietary choices. As consumers continue to prioritize nutrition and wellness, we anticipate steady growth in asparagus demand over the coming years.”

PROMOTE HEALTH BENEFITS

“Retailers and foodservice operators could help increase consumption by focusing on the health benefits of Michigan asparagus, given consumers’ interests in health and wellness,” advises Jamie Clover Adams, executive director, Michigan Asparagus Advisory Board, DeWitt, MI. “Michigan asparagus is a nutritionally balanced vegetable. It contains no fat, is low in both calories and sodium, and is a great source of fiber. It is a good source of potassium and thiamine, as well as one of the richest sources of rutin.”

Nir also recommends retailers promote the health benefits of asparagus. “Health benefits are a great way to gain sales. Retailers can provide recipes that will limit intimidation of buying asparagus. Creating fun recipes that are also easy will engage first-time buyers. In-store sample demos are a perfect way to do this.”

IMPORTS SUPPLEMENT SUPPLIES

The U.S. Department of Agriculture (USDA) reports imports supply 80-90% of fresh asparagus consumption. According to the Economic Research Service’s Vegetables and Pulse Data, Feb. 19, 2025, U.S. imports from Mexico were 349.8 million pounds in 2024, and 339 million pounds in 2023. Peru exported 155 million pounds to the U.S. in 2024, and 163 million pounds in 2023. The Peruvian Asparagus Importers Association has reported in news releases that the weather impacted 2023 imports negatively.

While domestic U.S. production has been steadily declining for decades, asparagus availability has been stable. To illustrate, using the reported data for 2022 and 2014, per capita availability at 1.68 pounds rose from 1.65 pounds. U.S. production, at 56.8 million pounds in 2014, shows a 33.5% decline compared with 37.8 million pounds in 2022.

LOTS OF VARIETY

Scott Walker, president of Walker Brothers Seeds and Plants, Pittsgrove, NJ, ships asparagus seeds all over the world, including Mexico, Peru, Spain and Italy. “Growers overplanted a few years ago, but now,” he says, “all of a sudden, there’s more demand. It’s increasing except for domestic growers — there are labor problems in the U.S.” He also notes that Mexico surpassed Peru six or seven years ago in acreage.

Alan Schreiber, executive director of the Washington Asparagus Commission, Eltopia, WA, explains how Washington asparagus differs from Peru and Mexico. “Washington grows temperate varieties. They look different. They have purple bracts and purple tips. They are strikingly looking. Another difference is that our spear diameter is bigger than that of Mexico. While I would like to say our quality is better, it is hard to say that it is that much different.”

Schreiber says domestic asparagus’ shelf life is longer than imports. “If Washington asparagus is consumed in the greater Northwest part of the U.S., it will have a longer shelf life than asparagus from Mexico. We start harvest in early April and go through mid- to late June. We pack Washington Extra Fancy, which is a higher standard from the rest of the market.”

Likewise, Adams says Michigan asparagus “is a great value because it’s closer to the consumer, so when they make their purchase, it’s fresh and lasts longer in the refrigerator. Also, our harvesting method — snapping at ground level — results in more edible product and less waste.”

Michigan growers raise primarily green asparagus, and start harvesting around May 10 and finish up at the end of June.

Adams adds that Michigan asparagus is a seasonal delicacy with a sweet, rich flavor. “The thicker spears have great texture and more flavor because the fiber is less concentrated.

Southern Specialties’ Eagle recognizes differences, “There is some variability in sizing. Although asparagus is sized within specific size ranges, one growing area may lean toward the top or bottom of any size range.”

Square One’s Ryan notes the year-round supply of Peruvian asparagus builds consistent demand, consumer loyalty and confidence in availability. “Mexico offers excellent promotional volumes in March, while Washington, Michigan, Canada, and New Jersey provide peak seasonal freshness with their spring to early summer harvests.”

“Our primary focus is on green asparagus, both conventional and organic, as it remains the most popular choice among consumers,” Ryan adds, although the company offers white asparagus when available, “catering to niche demand.”

Katiana Valdes, marketing director, Crystal Valley Foods, Miami, FL, reports green asparagus is the most popular and common in the U.S., and they import it year-round, so it is more readily available than purple and white. “White asparagus is the most popular in the European market, and, although it is available in the U.S. most of the year, many U. S. consumers do not know about it or how to prepare it.”

“Purple asparagus is more of a niche item, with limited supplies available seasonally,” Eagle says, adding Southern Specialties is the largest grower/importer of white asparagus into the U.S., with most of the product going to foodservice distributors.

MERCHANDISE STRATEGICALLY

The Michigan Asparagus Advisory Board works with retailers to promote fresh Michigan asparagus. “We focus on the tactics that they find work best for them,” Adams says. “Last year, we funded promotional pricing, in-store advertising, billboards, cooking demos and tastings, just to name a few.”

Ryan suggests eye-catching displays, endcaps, and clear signage are key to attracting customers. “Asparagus is a high-value item in the produce section, making it an important focus for retailers.”

“Displaying asparagus on endcaps will always attract attention and it is important to always keep these displays full and rotated,” says Valdes. “Asparagus should also be refrigerated where possible. Some retailers use displays with bunches sitting in crushed ice. It gives an impression of ‘freshness.’ Crushed ice displays, however, should be minimal and well placed (endcaps) with projected sell through in a matter of hours to guarantee freshness to consumers.”

Ayco Farms’ Nir stresses that the No. 1 thing a retailer should do is keep the product in a cold chain while delivered and stored. “The butt-end should be cleanly cut and sufficiently hydrated in the backroom. Keep asparagus cold (34–36°F) and moist (damp room) prior to display. To ensure quality, it is very important to display asparagus in water or on ice.”

Eagle agrees. “Try not to break the cold chain from delivery to the sales floor. Display product on refrigerated shelves. If product is merchandised on a non-refrigerated island display, try to rotate asparagus as frequently as possible.”

“When customers first walk into our store, they see the wall with asparagus stacked with the salads,” says Sam Igou, produce associate of the West Des Moines, IA, Fareway Store. Fareway Stores, Johnston, IA, operates 137 stores in the Midwest.

Along with that refrigerated visual display, an island with asparagus in standing bunches of water greets customers in the produce department. Igou reports that customers often purchase asparagus for grilling in warmer weather. Their deli bacon-wrapped asparagus pulls brisk demand with their Mexican on-sale asparagus 1-pound bunches.

At Ingles Markets in Asheville, NC, Produce Manager Barry Fisher says his store gives asparagus good space, such as a 3-feet wide space that displays refrigerated racks of five bunches. “When it’s on sale, we display asparagus on ice in square wooden boxes with drains.”

Ingles’ organic asparagus sells well on their wall at the store’s perimeter. Ingles Markets, based in Black Mountain, NC, has 198 supermarkets in the Appalachian Region.

WELCOME SOCIAL MEDIA

Nir says social media is the best way to go direct to the customer. “Understand your target audience and how they best communicate with your store. The use of Instagram, X (formerly called Twitter), Facebook, and TikTok can be a good method to increase ways to have recipes be seen online.”

“Consumer education — whether through in-store signage, recipe inspiration, or pairing asparagus with ready-to-cook meal options — can significantly boost sales, particularly among high-end shoppers,” says Square One’s Ryan. “Additionally, social media trends, especially on platforms like TikTok, play a crucial role in driving interest and engagement with unique and upscale asparagus applications.”

Crystal Valley’s Valdes agrees. “Social media continues to be a great, easy and efficient way to promote fresh fruits and vegetables, asparagus included. Platforms like Instagram and TikTok have opened a whole new world to recipe sharing.”

PACKAGING CAN BOLSTER SALES

Ryan points out that offering a variety of packaging, such as family-size packs or pre-trimmed options, can enhance sales. “While value-added asparagus products are gaining traction, traditional bulk bunches remain the preferred choice among consumers.”

“Many times, the convenience of a microwaveable bag that also helps to extend the shelf life calls for a premium at retail, too,” Valdes notes.

Ayco Farms’ Nir agrees packaging options are always a plus. “Packaging options that we have are a stand-up gusseted bag and a flowpack bag. Some shoppers like to buy the product in the bag, and others like to buy in bulk.”

Eagle has seen demand for Southern Selects value-added asparagus increase over the last several years. “We offer value-added asparagus presentation in a number of pack sizes. This enables retailers to create options for the consumer without eroding sales of bunched asparagus.”