LAS CRUCES, NM - As a now displaced, one-time desert-dweller, I am still a diehard chile fanatic despite moving to Northern California. And at the top of my list of preferred peppers sits the coveted Hatch green chile, straight from New Mexico. As an outspoken advocate of the spicy, smoky, sweet flavor I connected with TJ Runyan, Owner and Founder of Mesilla Valley Produce to discuss what is happening with this hot trend (pun intended), and how retailers can capitalize on the one-of-a-kind item.

“All of our fresh green chile is grown right in the Hatch region, giving consumers the authentic Hatch experience,” TJ shares with me. “What makes green chiles from Hatch so special is that it is the only place in the world with the right soil, temperature and elevation to grow this delicious pepper. The hot days and cool nights lead to a thicker wall, preserving the robust flavor of the pepper. I liken it to Napa Valley wine; product grown from anywhere else doesn’t taste quite the same. For retailers, sharing this unique origin story is a great way to pique consumer interest.”

TJ tells me he would describe a Hatch green chile as a flavor explosion, which pairs well with a broad range of foods, and I’d be inclined to agree. It’s easy to see why the pepper is quickly gaining nationwide notoriety. Seeing growth year after year in this once-niche category, TJ tells me that he when he started packing Hatch chiles in 2002 the company sold about 2,100 cases. This year, he anticipates packing over 200,000.

When I ask TJ what is driving this exponential growth, he sums it up: While the Hatch has been a staple of New Mexico cuisine since antiquity, now more than ever consumers are sharing eating experiences and tales of the Hatch have spread far and wide. He believes the market has just started to reach maturity, though the growth shows no signs of stopping.

Mesilla Valley Produce primarily offers Hot and Mild green chiles, supplementing with Medium and Extra Hot spice levels. The season usually runs from late July to mid-September, with the company packing in mostly 25 lb cartons. Currently the main distribution points are from California and Texas, but with the rapid growth of the category, the company has expanded every year to the Pacific Northwest, Southeast, and Northeast.

A veritable expert on these special peppers, TJ is happy to share tips for retailers to boost ring at the register with Hatch green chiles.

“It’s all about the roasting!” TJ offers. “That is part of the authentic New Mexico experience that consumers are looking for—you can captivate consumers senses and taste buds when you hold roasting events outside of your store. Fire up the roaster and the crackling noise from the burners, the smell of the roasting peppers, and the exquisite smoky flavor will transport your customers to New Mexico whether you are in Dallas, Los Angeles, or New York.”

TJ also emphasizes the importance of educating the consumer on these peppers. For example, the Hatch green chile boasts a broad variety of benefits, as an excellent source of vitamin C, and boosts metabolism through thermodynamic burn, a side effect of the spicy flavor.

Will this writer’s dream of Hatch green chile ubiquity come true? Stay tuned with AndNowUKnow as we continue to report the latest.

Mesilla Valley Produce