Hatch Chiles are coming back in season ahead of the usual mid-August start date, and Frieda’s Specialty Produce says it is kicking off the season as early as Aug. 4 with strong supplies.
Hatch Chiles are available from Frieda’s in a new Frieda’s-branded 25-lb. case and 8/2-lb. retail pouches in mild, medium and hot heat levels. The pouches help cashiers to accurately ring up the product and retail buyers to track sales, says Frieda’s.
These green peppers are only available from New Mexico in August and September, and Hatch Chile festivals and promotions are being planned around the country to celebrate the pepper.
“Hatch Chiles are exclusively grown in Hatch, New Mexico, and are beloved by native New Mexicans, foodies and ‘chile heads’ around the country for their limited availability and addictive flavor,” said Alex Jackson Berkley, assistant sales manager at Frieda’s. “The season is starting up earlier this year, and it’s the perfect opportunity to boost summer sales.”
Today’s shoppers, especially Millennials, experience “fear of missing out,” also known as FOMO, which drives them to stores for exclusive or limited-supply items. A recent Eventbrite survey says 69 percent of Millennials experience FOMO when they can’t attend something friends or families are attending. Much like the annual pumpkin spice craze, the Hatch Chile season is a part of this phenomenon, says Frieda’s.
“Frieda’s has organized in-store Hatch Chile roasting events and promotions since 2011. We see the increase in popularity with shoppers year over year, which motivates retailers to execute their annual Hatch Chile promotions,” added Berkley. “Chile heads always come back, and curious shoppers with a touch of FOMO want in on the action, then become chile heads themselves, returning the next year.”
Fresh Hatch Chiles also have a significant halo effect at the retail level for the majority of the summer. There are opportunities to cross-promote with the entire store from meat and dairy to Hatch-flavored items in the center aisles like potato chips, sauces, salsas and even alcohol.
Frieda’s works with its grower partners to ensure a strong supply through September.