Sakata introduces Bimi brand broccoli, retires from Broccolini licensing deal

FOR IMMEDIATE RELEASE [Woodland, CA] — April 2, 2025 — Global seed innovator Sakata Seed America BB #:379645 proudly announces 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 the premium taste, texture, and nutrition today’s consumers crave in a high-quality, zero-waste vegetable.

The launch of Bimi marks a new chapter for Sakata’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.

“The excellence of 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 Bimi becomes a staple for retailers and consumers alike,” she added.

Sakata 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 eye-catching 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 exceptional quality and growing the legacy of this premium vegetable.”

For those in the fresh industry interested in sourcing Bimi Baby Broccoli for retail or
foodservice, or in learning more about grower licensing opportunities, please contact Julie McElhaney by sending an email to info.usa@bimibroccoli.com.