Bimi and Tenderstem, the broccoli brands that are enjoyed by consumers across Europe and the UK, are coming together in Berlin, as they continue to deliver sales for growers, licensees and retailers across the continent and beyond.
Visitors will be welcomed to Bimi and Tenderstem’s new brassica-themed stand, learning more about these brands, including how they can add long-term value to both retailer and licensee portfolios.
Across the continent, Bimi continues to thrive at the forefront of the vegetable market with latest statistics of 18% growth year on year recorded for November 2023. More and more growers are introducing Bimi into their portfolios, while demand from consumers, retailers and the food service industry continues to prove the growing taste for the versatile vegetable.
In the UK, Tenderstem YTD market volume reached 11.6% (April to November 2023). Despite a drop in awareness of traditional broccoli from 85% to 79%, Tenderstem awareness has remained strong at 52% this year. UK household penetration sits at 26.4% (Kantar: 52 w/e Sept 2023), as the most loved vegetable brand continues to generate a greater retail sales value, and number of units sold, than both broccoli and long-stemmed broccoli.
Dave Samuels, EMEA Brand Director at Sakata Vegetables Europe commented: “We’re excited to welcome visitors to the Bimi and Tenderstem stand at Fruit Logistica. We’ve thought a lot about what sets the Bimi and Tenderstem brands aside in the fresh produce world, and we’ve worked hard to translate that into our stand, creating a green oasis within the lively atmosphere of the fair, offering visitors a place to relax and chat in comfort. Our Bimi and Tenderstem brand ethos is broccoli but better, so it’s only fitting that our new stand lives up to that! We can’t wait to show visitors in Berlin what sets our brands apart from traditional varieties.”
In addition to the two broccoli brand's presence at the trade show, they’ll be supported by a branded ad truck that will tour Berlin hotspots, helping to spread the word about the two brands in the German capital for the first time. The truck will follow routes around the city, as well as making the journey around key hotels to Messe Berlin. Opportunities to win Bimi merchandise will be shared via the @bimi_deutchland Instagram and Facebook accounts, too, for those who spot the truck in the streets.
The Bimi and Tenderstem teams will be at Hall 8.2 B6.
For more information:
Bimi broccoli
www.bimibroccoli.com
Tenderstem broccoli
www.tenderstem.co.uk