Central Market Marks 30-Years of Hatch Chile Pepper Celebrations

Central Market marks the 30th anniversary of its iconic Hatch Chile Pepper celebration, running August 6–19. For three decades, Central Market has been the definitive Hatch headquarters—offering unmatched flavor, fire, and fan favorites. This milestone year features the Hatch Hall of Flame, with in-store events, exclusive products, chef-inspired recipes, and more.

It all began in August 1995, when a single pallet of Hatch peppers and one roaster arrived at the Austin store. Within minutes, customers lined up to take home pounds of these vibrant green chiles. Today, Hatch peppers are among the most sought-after in the Southwest. Each August, Central Market brings in more than 125 tons, freshly harvested from Hatch, New Mexico—where hot days and cool nights create a one-of-a-kind flavor profile.

Central Market’s seasoned Hatch roasting team—boasting over 150 years of combined expertise—ensures the best peppers outside of the Hatch Valley. Hundreds of Hatch-infused specialty products are offered annually, from artisan breads and cheeses to bold sauces, decadent desserts, and more. The season lasts only a few fiery weeks, making August the ideal time to stock up.

Hatch In-Store Stroll Events

• Hatch Stroll – Friday, August 8, 4–7 p.m. Celebrate 30 years of Hatch with a tasting tour of iconic creations from past festivals.
• Kids Stroll – Saturday, August 16, 11 a.m.–3 p.m. A family-friendly event featuring gourmet “lunchbox hacks” and easy back-to-school bites. Both events are free to attend.

Hall of Flame Sweepstakes
Vote for your favorite Hatch “Hall of Flamer” product for a chance to win a $200 Central Market gift card. Sweepstakes open August 6–19 at CentralMarket.com/Sweeps.

New This Year

• Chef Prepared: Hatch Pepper & Chicken Empanadas, Hatch Chicken & Tomatillo Tamales, Hatch Salad with creamy Hatch ranch, and Hatch Pepper Bloody Mary Mix.
• Specialty Grocery: Limited-edition Caplansky’s Ballpark-Style Hatch Mustard, Terrapin Ridge Hatch dips and aioli, Mama Torrez Hatch Salsa, and Skinny Dips vegan Hatch dip.
• Deli & Cheese: Spotted Trotter Uncured Hatch Chile Salami, Central Coast Creamery Hatch Cheddar, and Oven-Roasted Hatch Turkey Breast.
• Bakery: Hatch Apple Turnovers with a sweet-heat filling.
• Beer & Wine: Boschendal Brut, Boschendal Rosé, Gruet Le Spritz, Souleil Vin de Bonte, Gigi’s Garden Sauvignon Blanc/Pinot Gris blend, Glamati sparkling cocktail, and Llano Estacado Viva Limon.
• Floral: Southwest-inspired succulents, Hatch Pepper Ristras, and 8” hot pepper plants.

WHEN:

• 30th Annual Hatch Event: Aug. 6–19
• Hatch Stroll: Aug. 8, 4–7 p.m.
• Kids Stroll: Aug. 16, 11 a.m.–3 p.m.

All Central Market locations statewide, including Austin, Dallas, Fort Worth, Houston, Plano, San Antonio, and Southlake.