My guest this week is Marshall Berg from Best in the West Brands; Santa Fe Ole and Los Roast. Located in Deming, NM, the focus is producing shelf-stable New Mexico grown “Hatch” chile products. Previously separate companies Los Roast and Santa Fe Ole came together under the Best in the West banner to increase the production capabilities and overall quality of both brands.
Chiles have become the hottest new ingredient in everything from the usual sauces and salsa to spicy ice creams and beverages. According to 2024 market research, consumers are increasingly seeking products that add overall flavor, cultural experience, and a little bit of heat to their meals. The New Mexico grown Hatch chile is the ideal product to meet this need. Until now, fresh Hatch chiles have been hard to ship, but Best in the West has found a way for everyone to enjoy these southwest flavors through a proprietary process, new production facility, and decades of experience. Santa Fe Ole and Los Roast are on Facebook
About Best in the West Brands
Best in the West is bringing the authentic flavors of New Mexico from family farm to table. Their authentic New Mexico Hatch chiles are sourced from fifth and sixth-generation family farms in and around the famous Mesilla Valley. Their proprietary roasting and peeling techniques preserve the authentic flavor and heat of the chile before it’s diced and packaged. Best in the West is the first company to supply farm-fresh, shelf-stable Hatch chiles of superior quality to restaurants and manufacturers, who can use them to add an authentic, versatile, smoky flavor to a wide variety of dishes. Best in the West’s farm-fresh, packaged Hatch chiles are shelf stable for 18 months. Santa Fe Ole products not yet available here in Kansas but can be ordered here: www.santafeole.com www.losroast.com
Hatch chiles are versatile and can be used in many dishes, including stews, sauces, dips, and as a topping for pizza or burgers. They can range in Scoville Heat Units from 1,000–8,000, which is generally between the mildness of an Anaheim or poblano chili pepper and the heat of a jalapeño or habanero. They also have a slightly sweet flavor and an earthy, complex taste. A medium-sized Hatch chile can contain as much vitamin C as six oranges, which can help boost immunity and repair cells.
About Marshall Berg formed Best in the West to create this opportunity for the brands and began construction in Deming in 2020. After the first roasting season was completed in 2022, the previous owner of Santa Fe Olé, Jim Wrench passed away suddenly. At this point, Best in the West acquired Santa Fe Olé from Jim’s family. Best in the West had proven its abilities and became the parent company for both Santa Fe Olé and Los Roast brands in late 2023. Santa Fe Olé, a brand established in 1984 that pioneered roasted green chile in a glass jar. Santa Fe Olé remains at the forefront of innovative and quality New Mexico chile products and boasts a loyal fan base.
If you haven’t incorporated Hatch Chiles in your recipes, you are missing out! These are some of the best packaged examples of what Hatch brings to the party. Far superior than the small cans on the grocery store shelf, the only way to get close is to find fresh peppers and roast them yourself.
If you want to try fresh roasted Hatch peppers they will be available at Johnson’s Garden Centers in early August and can preordered at www.johnsonsgardern.com
Good Life Guy’s Wine of the Week:
Something to pair with dishes featuring Roasted Green Chile!
2022 Quady Electra Moscato
Winemaker Notes
This light and refreshing Moscato d’Asti style wine features delicate bubbles that dance flavors of sweet citrus, peach and melon across the palate. Pair it with fresh fruit, salads, spicy Asian and Indian foods, burgers with sweet sauce, and light desserts. ABV 4-5%
Professional Ratings
- Wine Enthusiast
. This wine is fresh, lively and supple. Aromas suggest canned peach and pear, candied apple and orange blossom water. Other notes waft through, including crystalized ginger, white tea, lemon honey, dried fennel and maple syrup. Layers of rock and minerality throughout the palate help create a balanced, long and dry finish. Great alternative to dessert wine with lower ABV.