Coregeo acquires Tenderstem sister brand Bimi

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Nina Pullman



Coregeo acquires Tenderstem sister brand Bimi

First-pan European contract for Coregeo will see it look to capitalise on 'massive' potential for the Bimi brand in Europe

Coregeo acquires Tenderstem sister brand Bimi

Tenderstem saw 21 per cent sales growth in the UK last year

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Brand specialist Coregeo has bought the rights to branded broccoli Tenderstem’s European counterpart Bimi in an extension of its relationship with brand owner Sakata.

The new project will aim to build on the success of Tenderstem in the UK – which last year saw sales growth of 21 per cent – and aim to replicate this in mainland Europe. 

The Bimi master licensing deal is Coregeo’s first pan-European contract and marks a significant development for the Wateringbury-based firm, which also manages Pink Lady in the UK, as well as Tenderstem.

Michelle Toft, Coregeo chief marketing officer, said there is “massive potential for growth” for Bimi in Europe. “We are delighted that our success with Tenderstem has lead Sakata to task us with extending our remit to include its sister brand Bimi in Europe,” she said. “We’ve seen a direct correlation between our marketing activity and a genuine spike in growth since our involvement with Tenderstem and we will relish the opportunity to deliver similar success for Bimi in the future.”

All European licensees for Bimi have been informed, and Coregeo will formally take over brand licensing and marketing from 1 April 2016. The company, headed up by managing director Andy Macdonald, will now be responsible for growing the Bimi brand by working with European licensees and retailers.

Sakata’s European sales and marketing director, Andrew Dominy, said: “Sakata is proud to expand its relationship with Coregeo as we bring these two brands, Tenderstem and Bimi, together for a more unified approach across the European territory.”

He added: “Coregeo’s passion for the development of Tenderstem in the UK mirrors Sakata’s passion for innovation and adding value to the vegetable industry. It is with this drive that we look forward to seeing the further expansion of the Bimi brand across Europe.”

The latest campaign for Tenderstem in the UK has focused on the versatility of the kale-broccoli hybrid. In addition, positioning it as an ideal component for a ‘date night’ meal, through advertising and social media, has helped develop the brand’s personality, Toft told FPJ last year. Coregeo uses an integrated marketing strategy for both Pink Lady and Tenderstem, with a combination of experiential, PR, digital and social elements. It is expected that the company will take the same approach with its European strategy for Bimi. 

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