Bimi® held a new edition of its annual event in Murcia, an experience that showcases the entire journey of this vegetable from seed to plate. Under the concept Bimi® & Chill BBQ Day, the brand designed an immersive gathering that allowed attendees to discover, step by step, the complete journey of this gourmet product: from cultivation and harvesting to its purest and tastiest expression — grilled over fire.
The event brought together content creators, journalists and gastronomy professionals around a shared objective: highlighting everything behind every Bimi® stem. The journey began at the facilities of grower Deilor, where guests learned first-hand about the key stages that guarantee product quality. From the germination process in nurseries to manual harvesting — carried out stem by stem under strict cold-chain conditions — every stage reflects the care and precision that define this crop through to its final packaging.
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Strict quality specifications are followed throughout the process: the product cannot exceed 20 centimetres in stem length or have more than four internodes; the floret must remain closed and compact, as this is a sign of freshness; the product is packed in flow-pack with laser microperforation to allow gas exchange; the box is perforated to optimise airflow and ensure uniform cooling; and the boxes are covered with food-grade flake ice to immediately reduce temperature and trigger stomatal closure, preventing further ripening.
Once Bimi® reaches the packing facility, it undergoes a cold-water bath known as hydrocooling, which rehydrates the product to preserve freshness and extend shelf life.
This journey from seed to plate reached its peak around the fire. The barbecue became the central feature of the day, with expert grillers demonstrating how Bimi® achieves a unique dimension when cooked over flames. Its flavour and texture, intensified by the fire, highlighted its versatility and its ability to elevate any dish, even in its simplest form.
In addition, as an official sponsor of the World Food Photography Awards once again, Bimi® presented attendees with an open-air photographic exhibition inspired by fire. An artistic proposal that successfully merged agriculture, gastronomy and art in the middle of the field.
Bimi®: a vegetable on the rise
Bimi® closes 2025 with 27% growth in Europe, bringing total sales in the EU to 7 million kg. In the UK, growth reached 12% by the end of 2025, surpassing the milestone of 33 million kg sold.
For the past two years, Bimi® has also exceeded the sales of a traditional product such as green asparagus.
This growth has led to a continued increase in production area in Spain, now reaching 1,800 hectares to supply 35% of UK demand and more than 70% of EU demand.
A profitable product
Bimi® seed supply is planned according to sales programmes established jointly by the seed company, growers, marketers and retailers. The aim is to avoid market oversupply and ensure profitability throughout the value chain, especially for growers.
Alberto Alapont, Food Chain Manager of Bimi® in Southern Europe, explains: “Our mission as brand managers is to create consumer demand for the product, to explain what it is and how it is consumed. People already know that fruit and vegetables are healthy — now we need to convince them that they taste good. And Bimi® tastes really good.”
