The Hatch chile harvest is gearing up to begin in New Mexico, with growers reporting strong product quality heading into the season. Ideal weather conditions — described as "absolutely beautiful" — are being credited for the strong quality outlook, according to The Hatch Chile Store's Preston Mitchell.
Hatch chiles have developed a devoted following in U.S. retail and foodservice, with the short annual season generating significant promotional and event-driven demand. Strong quality out of the gate sets up well for retail features, roasting events, and impulse purchases that the category is known for driving.
For buyers and category managers, this is a good window to get seasonal programs locked in early. Quality-driven seasons tend to move volume faster, and Hatch promotions have proven reliable traffic drivers in late summer.