Sakata Seed America announced the launch of Bimi®, a new consumer brand of baby broccoli now available in the U.S. and Canada. Already a recognized name across global markets Bimi delivers a premium taste, texture, and nutrition that today's consumers are looking for.
The launch of Bimi marks a new chapter for the company's proprietary baby broccoli seed program, which was previously licensed exclusively to Mann Packing/Del Monte and sold as Broccolini. That agreement officially ended on February 1, 2025, and once existing seed inventories have been used, Mann Packing/Del Monte will no longer be using Sakata's genetics to grow Broccolini.
"Bimi is already recognized by consumers," said Julie McElhaney, Sakata's food chain manager. "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 it becomes a staple for retailers and consumers alike."
© Sakata Seed
The company is building on 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 quality and consistency. The product will be offered in branded packaging, including 10 and 12-oz conventional and organic bags, as well as a 200-gram bunched.
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.
"We are grateful for our successful 20-year partnership with Mann Packing," said John Nelson, executive VP 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 quality and growing the legacy of this premium vegetable."
Those in the fresh industry interested in sourcing the brand for retail or foodservice, or in learning more about grower licensing opportunities, see Julie McElhaney's contact information below.
For more information:
Julie McElhaney
Sakata Seed America, Inc.
info.usa@bimibroccoli.com
www.sakata.com