The Hatch hype is real, but for a limited time only—and that’s what makes it special.
To many, August and September are a time to wind down after a busy summer, maybe buy a puffy fall coat, or get ready for a new school term. But in the Southwest, those months are a fleeting-like window for sourcing the area’s most wildly hyped variety of produce. It’s Hatch chile season.
“Once you have a Hatch chile, you always have to have a Hatch chile,” explains Chris Franzoy, the president of Young Guns Produce, a farm in the Hatch Valley, New Mexico. “I can’t explain it. It just does something to you.” The Hatch chile long been essential to New Mexican cuisine, where the official state question is “Red or green?” referring to the red and green chile sauces that adorn many local dishes. But as folks from New Mexico have moved throughout the Southwest, the chile has become a phenomenon across the whole region.What gets people psyched about the Hatch chile is its limited availability, which makes it feel even more special.
If anything, a big problem Schroeder faces is Hatch chile fraud, people growing other varieties of green chiles elsewhere in the world and giving them the “Hatch” label. Unfortunately, there’s not much anyone can do about that, she says—it’s too hard to monitor.
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