
Bimi® and Tenderstem® showcase Europe’s favourite vegetable at Fruit Logistica 2025
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Bimi® and Tenderstem®, the broccoli brand that is loved and enjoyed by consumers across Europe and the UK, is taking a stand at Fruit Logistica in Berlin between 5th and 7th February. As the brand continues to deliver outstanding returns for growers, licensees, and retailers across the continent and beyond, visitors will be welcomed onto the stand, located in Hall 8.2, B-71, to learn more about how it can add long-term value to both retailer and licensee portfolios across the globe.
The brand has had another successful season, with growth for Bimi® across the continent reaching 30.4% year on year. Demand from consumers, retailers and the food service industry continue to prove the ever-growing taste for the versatile vegetable across Europe.
In the UK, Tenderstem® continues to drive growth in the broccoli category with YTD market volume increasing by 15.5% (April to November 2024). UK household penetration is now at 28% (Kantar: 52 w/e 29th December 2024), as the most-loved vegetable brand continues to become a staple in people’s shopping baskets and on restaurant menus.
Fruit Logistica 2025 will be Bimi® and Tenderstem®’s first since securing headline sponsorship of the World Food Photography Awards. The competition celebrates the many ways in which food touches our lives - from growing, harvesting, cooking, eating, celebrating, and surviving - the awards align perfectly with the brand values of quality, integrity, and sustainability. The competition recently welcomed renowned chef Jamie Oliver to its judging panel, alongside a host of other top European chefs and has launched a new category, The Bimi® Prize, awarded to the best entry of fruit and/or vegetables.
Dave Samuels, EMEA Brand Director commented: “We’re excited to welcome visitors to the Bimi® and Tenderstem® stand at Fruit Logistica. We’ve thought a lot about what sets Bimi® and Tenderstem® apart in the fresh produce world, and we’ve worked hard to translate that into our stand, creating a green oasis within the lively atmosphere of the fair, offering our visitors a place to relax and chat in comfort. Our brand tagline is broccoli but better, so it’s only fitting that our new
stand lives up to that! We cannot wait to show visitors in Berlin what sets our brand apart from traditional varieties.”
This year’s stand will have an extra offering in the form of delicious pizza topped with the stem-sational vegetable. This tasty recipe, courtesy of Berlin-based pizzeria, Falco Slice has a white base, topped with preserved lemon, mozzarella and Bimi® broccoli. It has fast become their best-selling pizza, and hungry stand visitors can grab a slice and try it for themselves. On top of this, there will also be new branded bags to hand out to the stand’s visitors.
The Bimi® and Tenderstem® team will be at Hall 8.2 B-71 at Fruit Logistica in Berlin between the 5th and 7th of February 2025. Visit for more information on how you can stock Europe’s favourite vegetable.