Asparagus marketing programs expand reach

04/07/2011 11:41:40 AM
Susie Cable

“People want Michigan grass,” he said. “We need for more growers to grow it.”

Angulo said it’s important to communicate to buyers that asparagus is a good value because only a small portion of the spears goes to waste.

Rolandelli said it only takes a few spears to make a serving, so the cost per serving is low.

Asparagus is a versatile vegetable that works with a variety of techniques and cuisines.

One way Gourmet Trading Co., Los Angeles, encourages sales is by using recipe tags on asparagus bunches. Each tag has a photo of a dish on the front and the recipe on the back, said Julia Inestroza, marketing manager.

Consumers also can find links to recipes on Gourmet Trading’s Facebook page. Inestroza uses Facebook and Twitter to regularly communicate with consumers.

In early April, the Facebook page had been “liked” 37 times, and the Twitter account, @GourmetTrading, had about 250 followers.

In March, Gourmet Trading sourced asparagus from Peru and Mexico. Inestroza said Washington supplies were expected to be available in mid-April.


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