Gelson’s Launches Hatch Chile Summer Festival
Retailer hosting weekly events in Southern California from Aug. 11-Sept. 8. The retailer is hosting weekly events from Aug. 11 through Sept. 8 at its Southern California locations.
July 12, 2018
In a move to generate shopper excitement for the approaching Hatch chile season, Gelson’s Market has launched its annual festival in celebration of the popular pepper.
From Aug. 11 to Sept. 8, the Encino, Calif.-based retailer will host weekly events on Fridays and Saturdays at its locations in Southern California, featuring activities such as sampling, contests and giveaways.
Gelson’s hosts Hatch Chile Roasting Events each year during the pepper’s brief seasonal period, from August to September, offering shoppers free samples of Hatch chile specialty items, educational information from produce experts about the growing process and cooking ideas from Gelson’s staff. This year’s featured service deli items will include Hatch Chile Cornbread, Hatch Egg Salad, Hatch Chile/Grilled Corn/Heirloom Tomato Salad, Mini Quiche Hatch Chile and the Cream of Hatch Green Chile Soup.
Gelson’s staff will also be roasting fresh Hatch chiles for free, inspiring shoppers to bring them home and include in recipes for omelets, baked chicken, salsa and guacamole.
Known for its distinct fragrance and savory taste, Hatch chiles are a mildly hot pepper variety grown in Hatch, N.M., that, when roasted, yields a unique spicy-sweet flavor that can be used in a multitude of recipes.
Hatch chile roasting will be available on Fridays from 3 to 7 p.m. and on Saturdays from 11 a.m. to 3 p.m. at the following locations:
Saturday, Aug. 11:
Calabasas
Santa Barbara
Thousand Oaks
Westlake Village
Friday, Aug. 17:
West Hollywood
Saturday, Aug. 18:
Irvine
Newport Beach
North Hollywood
Tarzana
Friday, Aug. 24:
Pacific Palisades
Saturday, Aug. 25:
Encino
Hollywood
La Canada
Rancho Mirage
Friday, August 31:
Sherman Oaks
Saturday, Sept. 1:
Laguna Beach
Long Beach
Rancho Mission Viejo
Silver Lake
Friday, Sept. 7:
Santa Monica
Saturday, Sept. 8:
Dana Point
Del Mar
La Costa
Pacific Beach