Hatch Chile Fest Is Back at The United Family
It’s one of the most anticipated flavors of the year, and it’s officially back. Hatch Chile Fest has returned to The United Family, bringing the unmistakable aroma of freshly roasted Hatch green chiles, limited-time products, and creative displays to stores across Texas and New Mexico through the end of August.
Known for their rich flavor and versatile heat, Hatch chiles are grown exclusively in New Mexico’s Hatch Valley. The region’s unique climate and nutrient-rich soil create ideal growing conditions, and generations of farmers have helped make Hatch chiles a favorite ingredient across the Southwest. While they’re a staple of New Mexican cuisine, Hatch chiles have become just as beloved by guests throughout Texas and beyond.
One of the most recognizable signs of Hatch Chile season is the return of on-site chile-roasting events at United Supermarkets, Albertsons Market, Market Street, and Amigos locations. As roasters fire up outside stores, guests can experience the flavor, aroma, and tradition that have made Hatch Chile Fest a seasonal favorite for years.
“We are proud to continue our tradition of roasting fresh Hatch green chiles at our stores,” said Joseph Bunting, Produce Business Director for The United Family. “Each year, we look forward to providing our guests delicious and versatile chile peppers. Not only will they experience various varieties at our roasting stations, but they will also see them promoted throughout the store.”
Beyond great flavor, Hatch Chile Fest is also an opportunity to help guests learn more about these unique peppers. During roasting events, team members are available to answer questions about growing conditions, roasting techniques, storage tips, and ways to enjoy Hatch chiles at home.
Of course, the celebration extends far beyond the Produce department. Guests will find Hatch-inspired products across the store, including fresh peppers, salsa, Hatch guacamole, fresh-cut selections, specialty meat items, ReadyMeals offerings, and bakery treats. Look for special Hatch Chile signage and stickers to discover all the seasonal favorites available during the promotion.
Whether guests are longtime Hatch Chile enthusiasts or trying them for the first time, Hatch Chile Fest offers plenty of opportunities to enjoy one of the Southwest’s most iconic flavors.
