Los Angeles, CA (July 2025) — The countdown to Hatch Pepper season has begun, and with it comes Melissa’s trusted retail program, designed to bring the full Hatch experience to life. With decades of experience behind it, the program delivers premium peppers, impactful displays, roasting events, and a robust consumer campaign that connects with shoppers both in-store and online.
“We’ve learned a lot over the years by listening to our retail partners and customers,” said Robert Schueller, Director of Public Relations at Melissa’s Produce. “At the end of the day, it’s about helping stores create memorable experiences, and giving shoppers something they crave every summer.”
At the heart of the program is Melissa’s direct partnership with Hatch Valley growers, ensuring reliable volume, consistent quality, and a full range of heat levels, from mild to extra hot. This year, the lineup expands with new 2-pound totes, joining existing formats such as bulk, 1-pound overwrap trays, and 1.125-pound bags.
But Hatch season isn’t just about the peppers; it’s a full-on flavor celebration. Melissa’s offers over 30 Hatch-infused products, including Hatch Clean Snax®, Hatch salsas and seasonings, and even a Hatch Chile cookbook, creating year-round merchandising opportunities with zero shrink.
Melissa’s Hatch campaign proves it’s one of the most dynamic in the industry. Last year, its digital reach topped 12 million impressions and drew in over 160,000 engaged shoppers. This year promises even more with QR-enabled POS, bold in-store merchandising, and community roasting events that draw crowds near and far.
The brand is also reigniting its popular #HatchChileChamps contest from Saturday, August 2nd to Saturday, September 13. Shoppers can enter across three flavorful categories: Best Salsa/Soup/Chili, Appetizer, and Entrée— exclusive Melissa’s swag, and the coveted Hatch Chile Trophy. Finalists will be featured in a live Instagram bracket showdown to crown this year’s ultimate chile champ.
“We created the #HatchChileChamps contest to celebrate the creativity and passion Hatch fans bring to the table every year,” said Nick Quintero, Digital Marketing Manager at Melissa’s. “It’s not just a fun competition—it’s a way to build community, inspire new recipes, and drive excitement around Hatch season both online and in stores. Last year’s entries blew us away, and we can’t wait to see what our chile lovers bring this time.”
Shipments begin in late July and run through mid-September. Retailers interested in prebooking, hosting a roasting event, or locking in merchandising support should contact their Melissa’s sales representative now.
