United Family fires up Hatch Chiles

The regional chain is roasting Hatch Chiles live at stores and is incorporating a range of new fresh and exclusive products around its Hatch Chile Fest promotion.
Dan Ochwat
Executive Editor
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United Supermarkets, Market Street, Albertsons Market and Amigos locations across Texas and New Mexico are hot for Hatch Chiles.

The retail banners under the United Family subsidiary of Albertsons are celebrating Hatch Chile season with live roastings at the stores during select weekends, as well as incorporating the chiles into its exclusive Fresh Cut prepared items and fresh items such as salsas and guacamoles. The retailer even uncorked an exclusive Hatch Chile bottle of wine.

The campaign is being billed as Hatch Chile Fest, an annual event around the chiles.

Additional products being produced for the season include a Hatch Chile pound cake and muffins that incorporate the chiles for the bakery department, and the meat department will serve up Hatch pork tenderloin, Hatch burger patties and a range of ReadyMeals, it’s ready to heat-and-serve meals that incorporate the regional specialty.

Another southern-based retailer that celebrated the Hatch Chile season is Sprouts that introduced a lineup of store brand products inspired by the chiles such as Sprouts Brands Hatch Cheese Curls in snacks. 

United Family, based in Lubbock, Texas, with a headquarters and distribution centers in the city, operates 97 stores under five unique banners: United Supermarkets, Market Street, Amigos, Albertsons Market and United Express, along with ancillary operations R.C. Taylor Distributing, USM Manufacturing, United Food and Beverage Services and Llano Logistics. The company is a wholly-owned subsidiary of Albertsons Companies.

In its 105th year, United Supermarkets operates 54 stores in Texas and New Mexico. For years, the stores have celebrated the Hatch chile season with freshly roasted chiles done on-site.