Sakata Seed America has launched Bimi, a new consumer brand of baby broccoli now available in the U.S. and Canada.
Bimi’s debut marks a new chapter for Sakata’s proprietary baby broccoli seed program, which was previously licensed exclusively to Mann Packing and Del Monte and sold as Broccolini, according to a news release. That agreement officially ended on Feb. 1, and once existing seed inventories have been used, Mann Packing and Del Monte will no longer be using Sakata’s genetics to grow Broccolini, the company said.
“The excellence of Bimi is already recognized by consumers,” said Julie McElhaney, food chain manager for Sakata. “As we launch this brand in the U.S., we are committed to working with trusted partners to deliver a consistent, high-quality supply, ensuring Bimi becomes a staple for retailers and consumers alike.”
Sakata says it is building on the consumer familiarity with its seed by introducing Bimi directly to the U.S. retail and foodservice markets, backed by a new network of licensed growers committed to delivering outstanding quality and consistency. The product will be offered in branded packaging including 10- and 12-ounce conventional and organic bags, as well as a 200-gram bunch.
The brand launch will be supported by a robust marketing campaign, including partnerships with the James Beard Foundation and the World Food Photography Awards, alongside digital activations, original recipes, brand ambassador collaborations, in-store retail promotions and more, the release said.
“We are grateful for our successful 20-year partnership with Mann Packing,” said John Nelson, executive vice president of Sakata Seed America. “Now, we’re excited to take the next step — bringing Bimi Baby Broccoli directly to U.S. consumers. This marks a new chapter in our commitment to delivering exceptional quality and growing the legacy of this premium vegetable.”
