LOS ALAMITOS, CA - A popular category at retail and on the plate is ramping up as we write, and the FOMO (fear of missing out) is real. The enticing, versatile, and flavorful Hatch chile pepper is back with the program kicking off in late July and a full summer run expected with Freida’s Specialty Produce.

“We recommend you feature POS and stanchion signs to inform shoppers about the limited-time availability of the peppers, as well as how easy it is to roast them at home,” said Alex Berkley, Director of Sales. “We also suggest integrating Hatch peppers into grab-and-go foods like Hatch enchiladas and Hatch mac and cheese to drive Hatch excitement in other parts of the store.”

We agree! Cross-merchandising is key! Frieda’s offers Hatch chiles in a branded 25-pound case, which can be used for side-stack displays, and in 2-pound retail pouches in mild, medium, and hot heat levels, according to a press release.

The category definitely has some exclusivity factors implied by such a limited window, and Frieda’s is helping retailers address that FOMO! When faced with an exclusive item being consumed by their peers, over 60 percent of millennials will experience FOMO and make their way to stores to purchase an item, research by Eventbrite suggests. As Frieda’s puts it, this means increased sales for stores from an entire community of Hatch chile lovers.

As the season kicks off, Frieda’s works closely with its grower partners to ensure excellent quality and strong supply until the end of the season.

Frieda's Specialty Produce