New products, more roasting events and an unmatched assortment of Hatch favorites help retailers make the most of the season.
Los Angeles, CA (July 2026) — The unmistakable aroma of freshly roasted Hatch peppers signals the return of one of produce's most anticipated seasonal traditions. As the 2026 Hatch harvest begins, Melissa's is expanding the Hatch experience with new products, more live roasting events and one of the industry's most comprehensive Hatch programs.
While Hatch roasting has long been a tradition in New Mexico and throughout the Southwest, Melissa's helped introduce the experience to retailers and shoppers across the country. Today, its expansive roasting program draws everyone from curious first-time shoppers to devoted Hatch enthusiasts who stock up during the short season. Shoppers can find roasting dates and locations using Melissa's online Hatch Roasting Locator.
"Hatch season is more than a pepper promotion. It's an experience shoppers wait for every summer," said Robert Schueller, director of public relations for Melissa's Produce. "There's nothing quite like the excitement of a roasting event and the aroma of fresh Hatch peppers. Whether shoppers are discovering Hatch for the first time or continuing a tradition they've enjoyed for years, Melissa's makes it easy to experience everything Hatch has to offer."
New for 2026, Melissa's is expanding its Hatch lineup with products designed to keep the excitement going all season long. New 2-pound Hatch Pepper totes give shoppers another convenient fresh option, while Melissa's Hatch Popcorn now features avocado oil, a new metalized bag for longer shelf life and display-ready cases for easy merchandising. Melissa's is also reintroducing ready-to-use 2-pound bags of Roasted Hatch Peppers as a convenient complement to fresh peppers, as well as flame-roasted Chopped Hatch Chiles in Green, Red and Red & Green ("Christmas Style") varieties from Chopped Chile Co., based in New Mexico.
In Hatch, New Mexico, the experience goes far beyond fresh peppers. Melissa's brings that same spirit to retail with more than 30 Hatch-inspired products, including snacks, seasonings, salsas, dried chiles and specialty grocery items, helping retailers create a complete Hatch destination all season long.
Fresh Hatch peppers begin shipping the week of July 20 and are available through September. Retailers interested in fresh Hatch peppers, hosting a roasting event or learning more about Melissa's complete Hatch program should contact their Melissa's sales representative.
About Melissa’s Produce
Melissa's Produce is a leading distributor of specialty fruits and vegetables, offering a wide variety of unique and exotic items to grocery stores and restaurants across the country. The company is committed to providing the freshest, highest-quality produce while continuously innovating and introducing new and exciting products to consumers. Media contact: Robert Schueller, 800.588.0151, www.melissas.com
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