This week, we are heading back to where it all began in Hatch, New Mexico. Chris shares the story of how a simple love for chile grew into the Fresh Chile Company we know today. From community roots to building a national brand, it is a story about consistency, communication, and creativity.
Before Hatch Chile became his full time passion, Chris ran a creative agency and launched a brand called Organ Mountain Outfitters out of his garage in 2016. The goal was simple: to help families on reduced lunch programs by donating meals with every purchase. In 2020, that mission was fulfilled when the company paid off all remaining lunch debt for families in Las Cruces. That same drive to give back would soon fuel a new kind of project centered around the flavor of New Mexico.
Watch the Video
Meeting Randy and Starting Fresh Chile
Around that time, Chris was introduced to Randy and his wife, who were making Hatch Red and Green Chile in their kitchen and gifting it to real estate clients. Randy wanted to bring it online, and Chris knew exactly how to help.
Breaking into the Hatch Chile world is not easy. It is a small community, often passed down through families. Chris and Randy saw a different opportunity. While most chile makers focused on wholesale and grocery sales, they turned to Shopify to connect directly with people across the country.
Building Something Bigger
Sales grew quickly. The team went all in with Facebook ads, email marketing, and social media, sharing real moments from the farm and the kitchen. When their co-packer could not keep up with demand, they decided to open their own facility.
By October, after just 30 days of hard work and planning, the new Fresh Chile facility in Las Cruces was roasting nonstop. What started as a small project quickly became something much bigger, a full scale Hatch Chile operation built from the ground up.
Growing into the #1 Hatch Chile Store
Six years later, Fresh Chile has become the top Hatch Chile store in America. Ninety percent of sales come through Shopify, connecting thousands of chile lovers to New Mexico flavor every day.
Chris credits it all to what he calls the three C's: consistency, communication, and creativity. Consistency means showing up every day. Communication means being honest about progress and challenges. Creativity is what grows from those two combined.
He compares it to driving. Green lights mean go, yellow lights mean learn, and red lights mean stop and solve. Every signal has something to teach you.
Back to Hatch
As Chris wraps up his story, he is back home in Hatch watching his son play football and enjoying a chile cheeseburger after the game.
That is what Fresh Chile is all about: family, flavor, and New Mexico pride in every jar.