FoodMix Marketing Communications and Michigan Apple Committee Drive Demand Through New "Michigan, Naturally" Campaign; Sharon Ponti and Gretchen Mensing Detail

MICHIGAN - How often do you come across a delicious recipe or visually appealing fruit assortment and immediately add the featured items to your grocery list? With social media heavily influencing today’s consumer demands, this is no rare occurrence. Tapping into the audience of over 25 Midwest influencers, FoodMix Marketing Communications and the Michigan Apple Committee are unleashing the Michigan, Naturally campaign to spark social buzz around Michigan-grown apples.

"In a social-first world, influencers aren’t just nice to have—they’re essential. They help build both brand and product love, sparking authentic conversations and advocacy,” explains Sharon Ponti, Social Media Manager, FoodMix. "This is especially critical for produce brands that need to connect directly with their consumer target in fresh, engaging ways. Our biggest tip: partner with creators who already align with your values. Audiences can spot a forced partnership a mile away, but when it’s a natural fit, engagement and loyalty follow."

Fresh apples continue to be a staple in the produce department, but the abundance of brands available can make it more challenging for consumers to identify a Michigan Apple. The strategic campaign brings Michigan-grown apples to the forefront through creative recipes and custom “snackle boxes” packed with apple products, while educating consumers to look for the "Michigan Grown" label when buying apples.

By teaming up with influencers like Ryan Redoute and @the__michigander, the campaign has seen impressive results, including rapid growth in followers, exceptional engagement rates, and a stronger emotional connection between consumers and Michigan apples.

“Working with influencers is like using good ol’ word of mouth—but amplified,” adds Gretchen Mensing, Communications and Marketing Director, Michigan Apple Committee.

As more strategies to drive produce demand come to light, AndNowUKnow will continue to share the latest.