Hatch chile season, the short summer window for fresh chiles grown only in New Mexico’s Hatch Valley, is about to begin. Hatch chile sales grew more than 22 percent year over year in 2025, according to Circana retail sales data cited by Frieda’s Branded Produce.
Frieda’s will ship its first fresh Hatch chiles of the season to retailers across North America the week of July 13. The company said seasonal in-and-out items like Hatch chiles create excitement in the produce department and sales spikes for Hatch-flavored items across the store. 
“Hatch season is one of those rare moments when shoppers come to the store looking for a specific item, and they buy big when they find it,” said Alex Jackson, VP of sales and marketing at Frieda’s Branded Produce. “Hatch chiles give retailers a built-in traffic and basket driver at the peak of summer, causing a halo effect across the whole department. Our job is making sure our partners have the supply and the story to make the most of a short window.”
To drive produce department sales during Hatch chile season, Frieda’s recommends cross-merchandising with fresh corn, tomatoes and other grilling ingredients to increase basket size, along with cooling items such as Hulas or Sillies ready-to-drink coconuts, Honey Dragon fruit and summer melons. Retailers with chile-focused shoppers can cross-merchandise with Quick Fires shishito peppers, fresh ghost peppers and Frieda’s line of Pepper Players.
Hatch chiles are used in enchiladas, salsas, sauces, chili, tamales, stews and dips. Roasting brings out a sweet and smoky richness in the peppers, and fans often buy in bulk to roast, peel and freeze for year-round use. The chiles’ following has grown through in-store Hatch chile events and their reputation as a roasting pepper.
This season, Frieda’s is executing in-store and digital marketing campaigns. Pack formats include 25-pound cases, along with 1-, 2- and 3-pound pouches ranging from mild to extra hot.
Hatch chile pepper season runs from late July through September.
Frieda’s Branded Produce has introduced more than 200 fruits and vegetables to the U.S. marketplace since 1962, including kiwifruit, dragon fruit, Stokes Purple sweet potatoes and habanero peppers. The company was founded by Frieda Rapoport Caplan, subject of the 2015 documentary “Fear No Fruit.” Frieda’s is a subsidiary of Legacy Farms LLC, based in Anaheim, California.