WOODLAND, CA - Few brands have made the splash that the recently renamed Bimi® Baby Broccoli has in the fresh market. As we dig deeper into the new identity of this baby broccoli standout, Julie McElhaney, Sakata Seed’s Food Chain Manager, explains how Sakata didn’t just meet demand—it helped create it.
“Uniquely, we help create demand through our brand and trade marketing investments, building consumer awareness, consideration, and ultimately conversion to purchase,” Julie said. “Why? Because we know that once consumers taste Bimi®, the experience delivers—and they come back.”
Bimi® Baby Broccoli’s origins are rooted in innovation. Developed by Sakata Seed Company in the 1990s, it is a hybrid cross between Chinese kale (gai lan) and broccoli.
“All our breeders are given ‘dream time’—about 10 percent of their schedule—to explore projects outside their core responsibilities,” Julie explained. “It was during this time that one of our breeders had the idea to cross Chinese kale and broccoli. It then took 10 years of classical breeding—no GMO—to successfully develop the product we know today.”
That investment in breeding laid the foundation for an entirely new segment.
“We were the very first baby broccoli on the market,” Julie added. “While others have since entered the space, they have struggled to achieve the same level of quality and taste.”
It is this innovation—paired with a focus on flavor—that led to the creation of the Bimi® Baby Broccoli brand. The name, which means “delicious” or “exquisite flavor” in Japanese, reflects the product’s core promise to consumers.
“Bimi® Baby Broccoli is a step above other baby broccoli,” Julie said. “It’s bred for its unique sweet, slightly nutty flavor and features a tender, fully edible stem.”
As we explored what retailers should know, Julie emphasized that genetics remain the key differentiator.
“The greatest point of difference between Bimi® and its competitors is the genetics—superior taste, texture, and product integrity—combined with a true brand model designed to support quality on shelves and on plates, creating loyal consumer fans,” she said. “For this, we work with dedicated partners—packer, shipper, and grower—to ensure every pack or bunch meets our quality standards. The specification will be the same wherever Bimi® Baby Broccoli is sold. Our team supports the agronomy and harvest standards to ensure every pack meets the taste and presentation test.”
Naturally nutritious, easy to prepare, and completely edible from stem to floret, Bimi® is a good source of vitamins A and C, as well as folate. It is also known for its supply consistency, with availability 52 weeks a year.
With a fresh identity uplifting an established legacy of success, Bimi® is certainly one to watch as our industry brings more brands to the produce department.
Companies in this Story
Sakata Seed America
Sakata Seed America was established in 1977 as a research, production and sales division of Sakata Seed Corporation. Our…
