When temperatures start climbing into the triple digits, Texans know it’s officially Hatch season. Central Market’s annual Hatch Chile Festival returns Aug. 5-18 with this year’s theme, Hit the Hatch Jackpot, featuring two weeks of smoky flavors, chef-prepared specialties, and fan-favorite products inspired by the legendary peppers of Hatch Valley, New Mexico.
Every August, truckloads of fresh Hatch chiles make their way from New Mexico’s fertile Hatch Valley to Central Market stores across Texas, where they’re roasted over open flames, filling the air with the unmistakable aroma that signals Hatch season has arrived. The peppers’ unique balance of earthy sweetness and smoky heat comes from the region’s hot days, cool desert nights, and rich soil. These conditions can’t be replicated anywhere else.
For more than three decades, Central Market has turned Hatch season into one of Texas’ most anticipated culinary traditions. What began in 1995 with a truckload of peppers and a single roaster outside the original Austin store quickly became something much bigger. As the aroma of freshly roasted Hatch chiles drifted through the parking lot, curious shoppers gathered, and a Texas tradition was born.
Today, the Hatch Chile Festival spans every Central Market location, where roasting experts with more than 120 years of combined experience transform fresh New Mexico peppers into perfectly blistered, smoky Hatch chiles. In 2013, the New Mexico Tourism Department recognized Central Market’s festival as the most authentic Hatch celebration outside of New Mexico — an honor that reflects decades of dedication to celebrating the famous pepper. While many have tried to recreate the experience over the years, no one celebrates the Hatch season quite like Central Market.
This year’s “Hit the Hatch Jackpot” theme invites customers to go all in on Hatch and “bet on green” with an exciting lineup of new creations alongside returning sure-fire hits.
Among this year’s chef-prepared highlights are Hatch Butter Chicken, a Southwest-meets-South Asian twist on the beloved Indian classic; Hatch Flatbread, topped with Hatch rajas con crema, Hatch chicken meatballs, and melted cheeses; and Tequila Hatch Marinated Chicken, Pork, and Beef, ready for the grill with smoky Hatch flavor and a touch of agave.
Seafood lovers can enjoy Hatch-stuffed Crab and Hatch Lobster Mac and Cheese, while longtime favorites like Central Market’s famous Hatch Pepper Tortillas continue to make breakfast tacos, burritos, and backyard cookouts a little more flavorful.
The festival extends well beyond the deli and meat market. Customers will also find Mrs. Peter’s Hatch Chili Blue Crab Dip, Roasted Hatch Pepper Monterey Jack Fougasse, Hatch Blue Corn Tortilla Cookes, spicy Hatch Margarita Mixers and Big Spoon Roasters Hatch Hot Honey Peanut Butter — just a few of the more than 100 Hatch-inspired products and recipes that have made the festival a summer favorite.
Whether you’re stocking your freezer with freshly roasted Hatch chiles, discovering this year’s newest chef creations, or picking up longtime favorites, Central Market’s Hatch Chile Festival offers countless ways to enjoy one of summer’s jackpot-worthy flavors. More than 30 years after that first roaster fired up outside the original Austin store, the tradition continues to bring the unmistakable taste of Hatch Valley to Texas tables, one smoky pepper at a time.
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