Thousands of residents throughout the United States rush to buy New Mexico Green Chile

New Mexico Department of Agriculture’s “Get Your Fix” green chile promotion is in full swing—the purpose?  To introduce New Mexico green chile to residents throughout the United States!  “During the chile harvest in August and September,  the Marketing and Development staff at NMDA works with grocery stores in different cities to help set up the chile displays and educate consumers about the many uses of green chile,” said Noreen Jaramillo, NMDA public information officer. “The stores easily sell hundreds of pounds of chile on these days, but ultimately it’s the New Mexico farmer who benefits.”

This year NMDA’s “Get Your Fix” green chile promotion was featured in retail stores in several Texas cities, Washington, D.C.; Las Vegas, Nevada, Virginia;  and Long Beach, California just to mention a few.  “We also expanded into a new Reno market this year, where it was very successful,” said David Lucero, Marketing and Development division director.

Bob and Carolyn Martin from Lakewood, California, purchased 90 pounds of roasted green chile from the Bristol Farms Grocery Store in Long Beach at the chile promotion there on August 21, 2010.  “We couldn’t get out of the house fast enough to get our chile.  My mom is from Santa Fe, and each year I used to fly to New Mexico just to buy my chile; but now my chile comes to me,” said Bob Martin.   Laura Kane is from Long Beach and she bought 30 pounds.  “I first tasted roasted New Mexico green chile last year at this store because I wanted to know what the excitement was all about, so I bought some. This year I am taking enough to store in the freezer,” Kane said.

NMDA marketing specialists also took part in the New York State Fair on August 28, 2010 where they showcased New Mexico green chile at Wegman’s Pavilion. “We prepared green chile stew, green chile chicken enchiladas, and green chile cheese corn bread so the fairgoers could sample,” said James Ditmore, NMDA marketing specialist. “It was a great opportunity to promote our chile to a broader audience.”

As a result of NMDA’s “Get Your Fix” green chile promotion initiated in 2004, approximately 2,400 retail stores outside New Mexico now carry and sell New Mexico green chile.  In 2009 the value of New Mexico’s chile production was estimated at $57.4 million.
Writer: Noreen Jaramillo, NMDA PIO.