Michigan Apple Committee promotion plans include online campaign, partnerships

The 2023 Michigan apple crop is coming on, and the Michigan Apple Committee will be ready with a range of promotions, says Diane Smith, executive director.

The committee will be implementing an online engagement campaign again this fall aimed at raising brand awareness and increasing consumption of Michigan apples, Smith said. 

The effort, funded by a Specialty Crop Block Grant of $125,000, will include paid and organic social media posts, influencer outreach and print advertising.

“Specialty Crop Block funding is key to our consumer outreach efforts, allowing us to not only implement an intensive marketing program but also to gauge effectiveness of social media work and online marketing," Smith said. "Results show success of past online programs and help inform future efforts."

In addition, the Michigan Apple Committee will continue partnerships with the Chicago Marathon, Michigan State Spartan Athletics, Pure Michigan, and the Building Healthy Communities program, Smith said.

Smith said the Michigan Apple Committee is also sponsoring a farm exhibit at the Grand Rapids Children’s Museum this summer. 

“These organizations reach important target audiences for us, including health-conscious individuals, proud Michiganders, and young people and families who want to learn more about apples and the apple industry,” Smith said. “MAC carefully and strategically partners with organizations and events based on audience, geography and topic as part of our efforts to raise brand awareness and increase consumption of Michigan Apples.”

The committee also has announced the launch of its inaugural Handpicked Social Media Summit. The event will bring together a select group of young apple growers to learn the latest trends and best practices across social media channels and platforms, enabling them to create compelling grower-generated content showcasing their farms' unique stories, Smith said.

Ultimately, these individuals will be equipped with the knowledge and expertise to promote their own businesses as well as the Michigan Apple industry as a whole.

"The Handpicked Social Media Summit will allow us to cultivate brand ambassadors to represent the Michigan Apple industry online. Consumers want to meet apple growers and learn more about where their food comes from," Smith said. "Many young growers are already active on social media. The summit will share best practices, tips and information to enable them to best represent the industry on platforms reaching our target audience."

The nomination process for participants is now closed, and selected participants are being notified. The summit will take place in West Michigan on Aug. 1.