Niman Ranch is marking Hatch green chile season with a new Hatch Green Chile Bratwurst, available at Whole Foods Market stores in the Southwest, Pacific Northwest and Rocky Mountain regions.
The launch taps one of the meat case’s most anticipated seasonal merchandising opportunities. The famed New Mexico peppers, harvested for only a few weeks each year in the Hatch Valley, have become an annual retail event, with a number of grocers across the country building festivals, roastings and limited-time products around the crop.
The bratwurst combines roasted Hatch green chiles with pork raised by Niman Ranch’s network of more than 600 Certified Humane independent family farmers and ranchers, with no antibiotics or hormones.
“Hatch green chile season has become an annual ritual for so many food lovers,” said Candice Johnson, senior director of marketing for Niman Ranch. “We wanted to capture that unmistakable flavor in a bratwurst made with premium Niman Ranch pork, giving consumers another delicious way to enjoy one of America’s most iconic seasonal ingredients.”
The company positions the product as versatile beyond the season, suggesting it grilled on a toasted bun, sliced into tacos or paired with roasted vegetables.
Niman Ranch, based in Westminster, Colorado, is a network of independent family farmers and ranchers raising pork, beef and lamb according to high standards of animal care and sustainable agriculture. Its products are available at grocery stores nationwide.