The Italian fruit and vegetable sector is preparing to welcome with renewed momentum the second commercial season of a hybrid vegetable that promises to add value to the brassica category within the big retail trade (GDO). Although Italy is still lagging behind in the distribution and consumption of this particular product compared to European markets such as the Netherlands, Germany, Norway, Spain, Denmark, Switzerland, Finland, and Portugal, the launch strategy aims at rapid market penetration.
A marriage of art and agri-food innovation
The launch of the 2025/26 campaign was formalised in an institutional and artistic setting in Rome. The main event was held on 11 November 2025 at the Residence of the Ambassador of Finland, where the (posthumous) centenary of the photographer Claire Aho was celebrated. It was attended by Jussi Brofeldt (Claire Aho's son and President of the Aho & Soldan Photo and Film Foundation) and Caroline Kenyon, founder of the World Food Photography Awards, the world's largest showcase of food photography, which is sponsored by the Bimi® brand. The event symbolised the meeting of excellence in food photography and innovation in food.
© Giancarlo Fabbri | FreshPlaza.com
Guests of the day at the residence of the Finnish Ambassador
Afterwards, an exclusive dinner at the Mirabelle Restaurant offered the opportunity for the international management of Sakata, Riverfrut, and Cinana Vibes to present the new season and taste the product in different combinations.
© Giancarlo Fabbri | FreshPlaza.com
Flavour and versatility
The history of hybrid broccoli began about 20 years ago: Bimi broccoli is a natural cross between broccoli and cabbage, developed in Japan by the Sakata Seed Company. They have a more delicate, asparagus-like flavour than traditional broccoli, with long, tender stems, and are entirely edible, from stem to flower. The aim was to achieve a healthy product, but at the same time softer, sweeter, and less fibrous, thereby improving the eating experience.
© Giancarlo Fabbri | FreshPlaza.com
The product is defined by its sweet crunchiness and bright green colour, characteristics that make it unique and versatile in cooking. It is a true innovation that responds to the needs of contemporary consumers.
Salvo Garipoli, Business Director of SG Marketing, introduced the evening, emphasising its distinctive identity: "They look like broccoli but, in fact, they are not. Some people tell me they look more like asparagus, but they are not asparagus. Bimi broccoli are probably just Bimi broccoli!".
© Giancarlo Fabbri | FreshPlaza.comSalvo Garipoli
The product is positioned as a superfood thanks to its nutritional profile: it is low in calories and fat, high in Vitamin A, Vitamin C, and folate, and a natural source of potassium and manganese.
Alberto Alapont, Bimi's brand development manager for Spain, Portugal, and Italy, highlighted how good taste is combined with health benefits: "All fruits and vegetables are considered superfoods, but, in the case of Bimi broccoli, the difference is that they are delicious on top of being good for your health!"
© Giancarlo Fabbri | FreshPlaza.comAlberto Alapont
A key advantage for distributors and consumers is their 'zero waste' nature: the stem and top are entirely edible, do not require complex cleaning, and can be prepared quickly (grilled, steamed, baked).
© Giancarlo Fabbri | FreshPlaza.com
Production and distribution in Italy
The exclusive licensee for Italy is Cinana Vibes of Cesena, founded and managed by the Giovanardi family. Although the product is available all year round thanks to crops located in several areas worldwide (including Kenya, Morocco, Spain, and the UK), Italian production for the coldest period (November to March) is concentrated in Calabria, a region that offers organoleptic excellence thanks to its particular soil and longer production window. Nevertheless, the Spanish produce is initially used for the start of the season.
© Giancarlo Fabbri | FreshPlaza.comLamberto Giovanardi (centre) with his sons Luca and Matteo
From a commercial point of view, the 2024/25 campaign returned positive sales, with volumes doubling compared to the previous year, and the start of collaborations with important national retailers. This balance gave impetus to ambitious development plans in our country and the start of the 2025/26 campaign, supported at the distribution level by the Riverfruit partnership. Several big retail chains, including Esselunga, Lidl, Eurospin, Coop Nord-Ovest, and Coop Alleanza, have embraced the distribution project.
© Giancarlo Fabbri | FreshPlaza.com
The introduction of the product to the Italian market will now require joint work between all players along the chain, given the initial resistance of Italian consumers to novelties. However, Lamberto Giovanardi of Cinana (licensee and distributor) emphasised that: "Italy is made in its own way and Italians have an immense gastronomic culture. It is a matter of making them understand that Bimi broccoli is not just a new product, but a revolution in the way of cooking and eating a vegetable that was, until now, seen as something that needed to be cooked for a long time. Bimi broccoli can be simply blanched, so they are not smelly, and nothing goes to waste."
© Giancarlo Fabbri | FreshPlaza.comAlapont and Giovanardi
At the production level, cultivation is demanding and requires a specific temperature range (hot during the day, cold at night) for proper ripening. The factor that has the greatest impact on costs (50% of the total) and that positions these broccoli as a premium product is harvesting, as it is manual and staggered, a bit like for asparagus. Each plant produces up to 350 grams of product. Giovanardi specified that plants produce in a continuous cycle and that the cold chain starts already in the fields immediately after cutting, as the harvested stems are packed together with layers of ice.
Supporting communication activities
Bimi aspires to become a real brand: the campaign will see the activation of an engaging communication plan, starting with social channels and supported by numerous collaborations with prominent influencers who, on Instagram, will illustrate to consumers how Bimi is a contemporary product.
Tasty, beautiful to look at, perfect for quick and fusion recipes, easy to prepare because they are ready to use, and excellent whether pan-fried, grilled, steamed, or baked. Bimi broccoli is the most effective response to the theme of sustainability, because it panders to the consumer's quest for zero-waste products (you eat everything) and complete and satisfying meal solutions.
© Giancarlo Fabbri | FreshPlaza.comSome of the gourmet proposals created with Bimi as an ingredient during dinner at Mirabelle
This emphasis on high-quality production processes and nutritional excellence aligns with the strategic partnership with the World Food Photography Awards. Caroline Kenyon, founder of the competition, reiterated that: "It's a beautiful partnership for us because it's about excellence, quality, nutrition, bringing people together through food. It is a combination of shared values."
© Giancarlo Fabbri | FreshPlaza.comCaroline Kenyon
For fruit and vegetable operators, this hybrid represents an opportunity to capitalise on a contemporary product that combines health, sustainability (zero waste), and a superior taste experience. In conclusion, Bimi broccoli is the true product innovation that brings value to the brassica category.
For more information: www.bimibroccoli.it
© Giancarlo Fabbri | FreshPlaza.com
