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Down the Hatch.

H-E-B Central Market heated up sales this summer with a special promotion on Hatch chile peppers. Grown exclusively in Hatch, N.M., on the west bank of the Rio Grande, the peppers are renowned for their fiery flavor.

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Central Market celebrated the short harvest season with a Hatch Chile Festival that ran on the weekends of Aug. 19-21 and Aug. 26-28. A key feature of the festival was the roasting of the chilies in-store. Fresh Hatch peppers were featured at 99 cents a pound, while roasted ones were $3.99 a pound.

As part of the festival, Central Market's chefs and bakers incorporated Hatch into a variety of items, including crab cakes at $14.99 per pound and a chicken salad sandwich that retailed for $5.49. In dairy, quesadilla cheese made with Hatch peppers was featured for $9.99 a pound, while displays of Hatch hamburger buns, hot dog buns, scones and chocolate brownies ignited sales in the bakery department.

The Hatch Festival coincided with a major remodeling project going on in the Plano, Texas store.

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Title Annotation:TRADE talk
Author:Turcsik, Richard
Publication:Grocery Headquarters
Date:Oct 1, 2005
Words:181
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