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The FareTrade

The Trade

Carmit Levin + Jacob Seidenberg Korn



After relocating to New Mexico and settling into a house behind Hatch Chili roasters, Carmit and Jacob's artisan fate was sealed. Soaking up the perfect, smokey sweetness of the roasting Hatch, they embarked on a Culinary Adventure. Sampling the freshly roasted chilies - from medium to face-meltingly spicy, inspiration struck Jacob and Carmit to craft a product that would both honor the chili from the "Land of Enchantment" and allow them to share its flavor with the world!


What Inspired You To Start Your Company?

Inspiration to create Hatchup Katchup sparked from the Hatch chile roasting season.  Everyone in the state of New Mexico is brought together to roast these uniquely flavored chiles at all hours of the day. It is a big Hatch Roasting Party! Everywhere you go from late summer to early fall, it is impossible to escape the incredibly sweet and smoky aroma of the flame roasted chiles.  Of course, this was a completely new experience for us, being East Coast natives, and we became enamored with the flavor; so began our journey of using them in everything we ate. We decided America’s favorite condiment, Ketchup, needed New Mexico’s favorite food, so we created Hatchup Katchup to combine the best of both worlds. 


Tell us about your products.

We infuse Hatchup with flame roasted green chile grown only in Hatch, NM and the finest ingredients we could find. From puree of California sun ripened tomatoes to Sel Gris hand raked in France, all of our ingredients were hand chosen to create a truly fresh tasting and unique product.  Hatchup comes in 4 heat levels, Mild to Extra Hot, and each variety was crafted to allow the perfect marriage of Flavor and Heat, with not one aspect overpowering the other.  


What Does Being A Small-Batch “Craftsman” Mean To You?

Having the spark of an idea and creating something from nothing. Having access to a limited batch ingredient, Hatch green chile that is only harvested a few months a year, is exhilarating. Being able to hand pick every ingredient with little need to compromise. Connecting with other food artisans that are passionate about the process as much as the final product. Watching people smile after we have tickled their taste buds. 


What Drew You To Food?

Both of us grew up with strong cultural ties to food, Our united Israeli, Moroccan, Greek, Cuban, Jewish, and American backgrounds have us feeling lost if food is not in the foreground. Family and food are closely connected. The diverse places we have both lived individually and together: Italy, Israel, Las Vegas, California, San Francisco, DC…has allowed us to taste some of the worlds best cuisine. Carmit misses the big family style dinners she had with her friends in Italy and Jacob misses the new up and coming restaurants of Las Vegas. Both of us miss boardwalk fries and soft serve ice cream (eaten together of course!) on a summer night at the beach. Creating an artisanal food product ourselves allows us to reconnect with all these wonderful food moments we have experienced.  


Where Does Your Food Inspiration Come From?

Family, Travel, nature, and the purity and simplicity of the beautiful ingredients themselves.


What Products Are You Working On Now?

We are artists, makers, creators, the wheels are always turning..


Do You Have a Favorite Product?

Harissa and Marshmallows (not eaten together)


Latest Ingredient Obsession?

Sel Gris, the smell transports you to the marshes of France. You can smell the sea.


What Did You Have For Dinner Last Night?

Steak and potatoes.


What’s The Best Piece Of Advice You’ve Gotten In Building Your Business? What Advice Would You Give Other craftsmen?

Grow organically. Find out everything there is to know about your market. Connect with the right people, connect with your inspiration regularly. 


Favorite Restaurant or Food Experience?

Family Dinners, with all the yelling and non-stop chatter included. 


What Do You Enjoy Doing Outside of the Kitchen?

Jewelry Making, Woodworking, fly fishing, running at night, eating fresh blueberries, brainstorming New Yorker cartoon captions, to name a few..oh, and catching up on SLEEP!


What’s Your Favorite Kitchen Soundtrack?

Lauren Hill, Tupac, Biggie, and if it’s a 4am batch of Hatchup…Metallica’s Nothing Else Matters.


What is your favorite recipe to make with the product featured in our basket?

Grandma’s Meatloaf! The flavors of the Hatchup really come out. Recipe? Make it personal, and get your grandma’s recipe.

Stay in touch with Jacob and Carmit!