Baby broccoli brand introduced to consumers in Shenzhen at high-end boutique supermarket chain
Bimi broccoli – a long-stem baby broccoli variety bred by global seed company Sakata – celebrated its Chinese launch yesterday (22 July) in partnership with Olé supermarket at KK Mall in Shenzhen.
The event – which brought together brand representatives, business partners and consumers – featured a product launch ceremony, strategic partnership announcement, chef-led culinary demonstrations and tasting experiences.
Michelle Glover, brand development lead for Sakata Vegetables Europe, said the event marked an important milestone for Bimi in China, describing it as “the beginning of a new chapter of collaboration between the two brands in the premium food sector”.
The event opened with a vibrant lion dance performance, setting the stage for the official launch celebrations. Representatives from Bimi and its partners then took to the stage to share the brand’s development journey, product philosophy and plans for the Chinese market, while officially announcing the arrival of Bimi at Olé supermarket.
A ribbon-cutting ceremony and strategic partnership certificate presentation further strengthened the collaboration, underscoring both parties’ commitment to bringing premium speciality vegetables to more Chinese consumers.
As the premium supermarket brand under China Resources Vanguard, Olé is renowned for sourcing high-quality products from around the world and delivering “a diverse, elevated shopping experience for discerning consumers”, Glover noted.
“The introduction of Bimi further enriches Ole’s premium fresh produce offering, while providing health-conscious shoppers with a new choice that combines quality, nutrition and great taste,” she said.
During the launch event, Bimi Sweet Stem broccoli was also showcased at Olé supermarket (The Mixc Phase I Store) and blt supermarket (Shenzhen KK Mall Store) through a series of in-store promotional activities.
Product displays, tasting sessions and interactive experiences enabled consumers to discover the innovative vegetable bred through international expertise.
Professional chefs also prepared a range of creative dishes, demonstrating the versatility of Bimi ‘Sweet Stem’ broccoli across a variety of home-cooking occasions and highlighting its ease of preparation, distinctive flavour and compatibility with both Chinese and Western cuisines.
Bimi broccoli is a natural hybrid of traditional broccoli and Chinese kale (gai lan). The long-stem variety is also marketed under the trademarks Broccolini in Australia and Tenderstem in the UK.
