The Michigan Asparagus Advisory Board is partnering with cookware company American Kitchen to launch a two-week social media promotion highlighting the value of American-grown food and American-made cookware, dubbed “Cooking the American Dream," according to a news release.
“I truly believe consumers want to be connected with family owned businesses that make high quality products and the Michigan asparagus industry is delighted to be working with a company that is not only rooted in the Midwest, but shares the long-standing family values and history, just like our asparagus farmers,” Jamie Clover Adams, executive director of the MAAB, said in the release.
The online promotion aims to connect consumers with the values of good food, prepared in thoughtful ways that considers the hard work and skill of the farmers that grow food and the craftsmen that fashion kitchenware, according to the release, which added that the nutritious flavor of Michigan asparagus is leveled up with high-quality kitchen products.
Related news: Summer video series puts spotlight on Michigan asparagus
“Our goal is to work with brands that share the same sense of pride and commitment to quality, and it’s a great synergy when we can translate that into greater use of Michigan asparagus,” Adams added.
May and June are peak season for Michigan asparagus, and the online promotion’s goal is to encourage followers, along with their friends and family to like, comment and share in hopes of winning several American Kitchen premium cookware prizes and Michigan asparagus-branded swag, according to the release.
The promotion will run June 8-22. Consumers will have the opportunity to win one set of three nonstick skillet sets from American Kitchen and high-end kitchen swag from MAAB.
American Kitchen and the MAAB will be uploading collaborative posts and shared content to promote the contest, according to the release.