NMDA’s “Get Your Fix” green chile promotion is the longest, most successful domestic marketing promotion in the department.  The program, now more than ten years old, works to educate retailers across the country, who then pick up and sell New Mexico-grown chile — often incorporating it into deli, bakery, and regional foods.  New Mexico green chile is now found at 30-35 different retail chains and more than 2,000 stores nationwide.

Program Features

The Get Your Fix Program is proud to offer in store training for our retail partners. As part of the training, we meet at a store or location to do a presentation about chile promotion. This presentation includes the promotional aspect of the chile season including chile history and facts, marketing, merchandising, cross merchandising with other departments, events, and more. After the presentation we conduct a roasting tutorial which includes safety, equipment, and proper roasting and handling techniques. This tutorial includes time for the team members of each retailer to roast a couple of cases of chile themselves with NMDA staff members there to guide them and answer any questions they have throughout the process. The department has already conducted trainings at HEB and Central Markets in Austin, Texas and Fresh Market in Salt Lake City, Utah. 

The department also coordinates with the New Mexico State Alumni Association to bring New Mexico Hatch Chile Roasts to cities all over the United States. These events give New Mexicans living far from the state a chance to still buy fresh roasted green chile and socialize with other NMSU alumni. 

Recipe Ideas!

We produce recipes, videos, blogs, and other ideas to show how to use New Mexico green chile in traditional and non-traditional ways!


Companies Who Worked With Us