Gelson’s Launches Hatch Chile Summer Festival

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.

Related:Bob Mariano Joins Gelson's Board

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:

Friday, Aug. 17:

Saturday, Aug. 18:

Friday, Aug. 24:

Saturday, Aug. 25:

Friday, August 31:

Saturday, Sept. 1:

Friday, Sept. 7:

Saturday, Sept. 8: