Bimi Debuts in China, Expands Retail Footprint Through Olé

July 30, 2026

Momo

Premium tenderstem broccoli brand Bimi has officially entered the Chinese market through a strategic partnership with Olé, the premium supermarket banner of CR Vanguard. The launch event took place at KK Mall in Shenzhen, marking the brand’s retail debut in China after expanding to more than 40 countries and regions worldwide.

Wang Yumin, deputy director, Supply Chain Management Department, CR Vanguard Boutique Supermarket Business Division (fifth from left); Hao Sai, national head of fruit and vegetable category, Supply Chain Management Department, CR Vanguard Boutique Supermarket Business Division (third from right); Zhao Han, national head of vegetable and egg category, Supply Chain Management Department, CR Vanguard Boutique Supermarket Business Division (third from left); Lin Bibo, head of operations management, Operations Management Department, Boutique Supermarket Business Division (second from right); Matsuura Masahito, general manager, SAKATA China (fourth from left); Michelle Glover, global brand development director, Bimi (fourth from right); Zhang Baowen, food chain manager, Bimi China (second from left); He Qi, general manager, Zhixian (Guangzhou) Trading Co. Ltd. (first from left); Zhang Zhe, general manager, Shenzhen Dongyuanxing Import and Export Co. Ltd. (first from right); and the Bimi mascot (fifth from right).

The partnership represents Bimi’s first major retail rollout in China. The product is now available at Olé stores nationwide, targeting consumers seeking premium fresh produce and healthier food choices.

Developed by Sakata Seed Corporation through more than 10 years of conventional breeding, Bimi is a naturally bred, non-GMO cross between broccoli and Chinese kale. Unlike conventional broccoli, the entire vegetable from stem to florets is edible. Its tender stems require no peeling, offering a naturally sweet flavor, crisp texture and convenient preparation.

According to the company, Bimi contains protein, dietary fiber, folate, and vitamins A, C and E, along with minerals including calcium, phosphorus and potassium.

“Bimi is more than a vegetable — it represents a healthy lifestyle,” said Michelle Glover, global brand development director for Bimi. “We work with carefully selected growers in China that share our commitment to quality while applying the same global standards used in every market. Our goal is to deliver a consistent, premium eating experience with every harvest.”

Glover said that research conducted prior to the market launch showed strong potential for the product in China, where vegetables are consumed across all three daily meals. She believes that Bimi’s fully edible stems, naturally sweet taste and versatility make it well suited to everyday Chinese cooking.

During the launch event, representatives from Bimi, Sakata Seed Corporation, CR Vanguard and supply chain partners attended the ceremony, highlighting the collaboration behind the brand’s entry into China.

Bimi has received the two-star Superior Taste Award from the International Taste Institute, recognizing the product’s flavor and quality.

Following its launch at Olé, Bimi plans to expand into foodservice and e-commerce channels in China. The company also intends to work with chefs and content creators to develop recipes demonstrating a wide range of cooking applications, from stir-fries and salads to healthy meals and baby food.

In addition to retail expansion, Bimi has served as the title sponsor of the World Food Photography Awards for two consecutive years. The annual competition attracts thousands of entries from approximately 70 countries and supports the brand’s global positioning around its purpose of “Enhancing lives and bringing joy to meals.”

Images: Bimi

This article was translated from Chinese. Read the original article.