Broccoli brands with 12% volume growth in Europe on display in Madrid

Bimi® and Tenderstem®, the broccoli brands loved by consumers across Europe and the UK, are coming together at Fruit Attraction in Madrid this October, as they continue to generate sales for growers, licensees and retailers.

Visitors will be able to learn more about the brassica brands, including how they can add long-term value to both retailers and licensee portfolios. The brands’ attendance at the leading fresh produce event comes after another great season of commercial success for Bimi and Tenderstem.

Across Europe, Bimi retains its position at the forefront of the vegetable market, following 12% YTD growth between April and August this year. More growers are switching to growing Bimi as the number of retailers stocking it expand.

In the UK, Tenderstem continues to lead the way, with YTD market volume reaching 13% (April to August 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 25% (Kantar: 52 w/e July 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, Global Brand Director at Sakata Vegetables Europe commented: “Over the past 12 months, consumer awareness of Bimi and Tenderstem has continued to rise, with retail sales following suit. Both brands have enjoyed continued market growth, and retailers, growers and licensees alike are reaping the rewards of this much-loved vegetable. We can’t wait to show visitors in Madrid what sets our brands apart from traditional varieties.”

Visit the Bimi and Tenderstem teams at Hall 9 stand D 26, which is shared with brand owner Sakata Vegetables Europe.

For more information:
Bimi and Tenderstem

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