Los Angeles, CA (June 2025) — Hatch season may officially kick off in late July, but the excitement starts well before the first fresh pepper hits the shelves. Melissa’s Hatch Essentials—a growing lineup of Hatch-infused snacks, spices, and pantry staples—has become a key tool for retailers looking to build anticipation and extend the season.
Last year, Hatch Essentials saw record-breaking growth, proving their value well beyond the peak fresh pepper window:
• +21% sales lift in Hatch snacks, including popcorns and Clean Snax®
• +34% increase in Hatch-infused nuts like pecans, pistachios, and cashews
• +16% gain in dry Hatch chiles
A Full-Flavor Program with Proven Impact
Melissa’s Hatch Program brings the authentic flavor of Hatch season to life with the broadest assortment in the industry—from fresh and dried peppers to value-added standouts like Hatch salsas, sauces, popcorn, and seasonings. Whether it’s flame-roasted fresh Hatch or pantry-ready favorites, this program keeps the excitement going well past the peak harvest window. With fresh Hatch expected to arrive earlier than usual this year, Melissa’s Essentials offer the perfect way to prime shoppers and build category engagement early.
Experience-Driven Retail That Brings the Heat
Melissa’s in-store Hatch roasting events remain the gold standard for produce engagement—bringing the unmistakable aroma of flame-roasted Hatch chiles directly to shoppers. These live activations not only drive traffic, they create content, encourage sampling, and spark conversations that keep Hatch top of mind throughout the season.
“The energy around Hatch season is real—and Melissa’s Hatch Essentials help retailers capture that early,” said Robert Schueller, Director of Public Relations at Melissa’s Produce. “Last year’s numbers show the strength of these products. This year, we’re building on that momentum with an even earlier start and an unmatched lineup.”
Ready to Roast, Ready to Sell
With POS materials, digital assets, and roasting events, Melissa’s makes it easy to build a Hatch destination that drives foot traffic and total-store sales. To stock Hatch Essentials or book your roasting event, contact your Melissa’s sales rep today.
