New asparagus packaging for microwave, it won?t take longer than two minutes to cook them!

Hart, Mich.-based grower-packer-shipper Todd Greiner Farms?Packing LLC is rolling out a new asparagus packaging design in preparation for the mid-May season launch. The 12-ounce ?microwave in the bag?, packaging was designed to attract impulse purchases by consumers looking for quick and easy meal ideas in the produce department, the company said. ?We believe the new packaging optimizes freshness, taste and convenience and will be a strong selling point for our retail partners,? CEO and President Todd Greiner said in a news release. ?Today?s busy consumer loves fresh healthy food, and now it will only take two minutes in a microwave for consumers to enjoy our ?farm-fresh? asparagus.? The new asparagus packaging was designed to capitalize on broader demand for fresh, healthy and quick meals and snacks, the company said, citing consumer research on Michigan asparagus that shows 29% of shoppers surveyed said they are purchasing more asparagus compared to last year. The same research noted that consumer consumption now exceeds 1.5 pounds per consumer, according to the release. The move towards value-added products, such as microwaveable packaging not only increases returns to the grower, but adds dollars in category sales for retailers, according to the release. ?Innovation is critical to the success of not only our operation, but the growth of the category and consumer consumption,? Greiner said in the release. ?We understand that our responsibility is to help the retailers bring value-added solutions that can address the needs of everyone.? The Michigan asparagus season typically runs from early May to late June, and promotable volumes are expected for Memorial Day (May 29), Greiner said.