Katie Goetz, public information officer, said the department’s efforts focus largely on retail.
“We do our best to educate consumers directly, but our time is best spent educating the staff at the retailers across the country that carry New Mexico green chili during our annual green chili promotion, held every August and September,” she said.
The promotion is the largest and most successful domestic promotion, Goetz said.
“More than 10 years into the campaign, you can find New Mexico green chili in the 2,000-plus locations of some 30-35 retail chains across the country during those two months,” she said.
They show retailers how to roast the chili and add it to various dishes while also providing materials to promote those products.
“The store staff then let their creative juices flow and incorporate the chili into items across different departments: adding it to pasta salads in the deli section, breads in the bakery section and hamburger patties in the meats section, for instance,” Goetz said.
In addition, the department’s Marketing and Development Division works on spreading the use of New Mexico chilies to other parts of the U.S.
“Adding chili to almost any dish is nothing new to most New Mexicans, so our marketing efforts are focused elsewhere in the U.S. and, more recently, just beyond our own national borders,” Goetz said.