ANAHEIM, CA - It’s a spicy seasonal ritual that gets chowhounds and “chile heads” fired up. Hatch chile roasting season has officially arrived in Southern California. For a limited time, Frieda’s is firing up live roasting events at select Food4Less and Ralphs locations across the region. Fans and food lovers will have their chance to smell, savor, and stock up on the unforgettable flavor of freshly roasted Hatch chiles.

“Hatch season is something our fans wait for all year,” says Alex Jackson, Vice President of Sales and Marketing at Frieda’s Branded Produce, in the recent release. “These roasting events bring the community together and fill the air with the unmistakable smell of summer.”

For many, Hatch season is more than just a chance to buy peppers. It’s a summer highlight that’s part flavor, part feeling, and all fun. It’s a time to swap recipes and settle in with the scent of roasting chiles (while planning months of Hatch-flavored menus).

Grown in New Mexico’s legendary Hatch Valley, these certified authentic green chiles are prized for their zesty, smoky, and buttery flavor. They’re even more irresistible when fire-roasted. A trip over an open flame deepens the flavor and adds a sweet, smoky richness. Frieda’s roasting events bring that magic to regional stores for a one-of-a-kind sensory sale opportunity.

Because demand is high and the season is short, knowing when and where to get Hatch chiles is key. That’s where Friedas.com/Hatch comes in. Here, you can keep track of roasting events held every Saturday and Sunday from July 26 to August 24. You will also find recipes and tips for roasting and cooking with Hatch chiles.

Here is some information that will make each roast a little cooler:

• Each event is held from 8 a.m. to 1 p.m. PDT.
• On the Monday before each event, pre-order links for 25-pound boxes of Hatch chiles will be available on the website. Pre-orders close on Friday at 8 a.m.
• Smaller quantities of chiles are available on site, first come, first served.
• Mild, medium, hot, and extra hot chiles are available—though availability is limited and not guaranteed!

The first annual Hatch Chile Roasting happens on July 26 at Ralphs in La Crescenta and Costa Mesa and Food4Less in Pico Rivera and Whittier (Telegraph Road location). For more information about Frieda's Branded Produce and their Hatch Chile Peppers, please visit www.friedas.com.