NMDA preaches chile gospel around U.S.

LAS CRUCES (KRQE) - As the chile harvest comes in the New Mexico Department of Agriculture is on the road around the state and farther west as part of its annual “Get Your Fix” green chile promotion.

California resident Victoria Candelaria, who grew up in Hatch, happened to be on a weekend visit to Portland, Ore., when she caught wind of a familiar smell: roasting chile.

“Finding my New Mexico chile here saves me from having my sister, who is still in New Mexico, from shipping the chile to me,” Candelaria said in a statement released by NMDA. “Now the chile finds me.”

NMDA was in Portland promoting chile at a Whole Foods Market when its staff met Candelaria. Candelaria grew up in Hatch, New Mexico, and now lives in California. She was in Portland for the weekend when she noticed a familiar smell.

“During the chile harvest, NMDA works with grocery stores and some restaurants in different cities to set up chile displays and roasters," state Secretary of Agriculture and NMDA Director Jeff Witte said. "The stores easily sell hundreds of pounds of New Mexico green chile during these promotional events, but it’s really the New Mexico chile farmers who benefit."

NMDA’s “Get Your Fix” green chile promotion began in 2004 and about 2,400 retail stores outside New Mexico now carry and sell New Mexico green chile.

“This is such a neat promotion because we reach folks unfamiliar with our famous green chile," said David Lucero, director of the NMDA Marketing and Development Division. "They smell the chile roasting, sample it, and then we educate them on the different meals to cook using our green chile.

“Plus, it’s great for those folks who no longer live in New Mexico but who still like to ‘get their fix.’”

New Mexico green chile can be found in stores in several cities in California and Texas, Washington D.C. and Las Vegas, Nev. and elsewhere.

During a “Get Your Fix” promotion in Las Vegas last week the owner of Carlito’s Burritos Restaurant roasted and sold 45,000 pounds of New Mexico green chile.

“Customers can buy New Mexico green chile at this restaurant or sit down and enjoy a meal made with our famous pepper,” NMDA marketing specialist Dennis Hogan said. “I was there, and there was a big crowd wanting New Mexico green chile.”