Meet Andrea Alvarez | Business Owner

We had the good fortune of connecting with Andrea Alvarez and we’ve shared our conversation below.

Hi Andrea, can you walk us through the thought-process of starting your business?
I started my business out of sheer necessity. I was working full time with a side gig and felt like I was taking two steps forward and five steps backwards. I needed the supplemental income in order to survive. I grabbed a book by Christy Wright titled “Business Boutique”. I read it in a night and by the next morning, I couldn’t help but be fired up. When my mentor asked me: “If you could do something for the rest of your life and money wasn’t a factor, what would you do?” Instantly, without hesitation, I responded: “I’d sell chile!” The rest is history, (figuratively). You see, I was raised in the middle of a small, eighty-acre farm in the Heart of the Hatch Valley. My grandparents submerged me in the agricultural realm of growing, harvesting, drying and pedaling chile, since I was four years old. As I grew up, I found myself completely disconnected from the everyday responsibilities of farming. I realized the more things changed, the more I longed for comfort in what stayed the same. Within a few weeks I moved back to the farm with my grandparents and started my business.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I own La Reina Chile Company, a business established in the Heart of the Hatch Valley. I took the lessons that have been passed down for over four generations in my family and applied them to my business. I have a vision to continue my families legacy by educating chile consumers around the world while serving my community at the same time. There are times you don’t have to reinvent the wheel, you just have to buy some all terrains and add some air to the tires.

We started by moving 400 pounds of fresh green chile a weekend at a local Farmers Market in Las Cruces, New Mexico. Our second year, we graduated to 800 pounds a weekend and served customers from Las Cruces and El Paso, Texas. By our third year, I had established a relationship with a gentleman who owned multiple grocery stores throughout the Southwest. That was what slingshotted us into success. We went from primarily focusing on relationships that revolved around business to consumer to entering the realm of business to business. At the same time, we expanded our product line to include jarred red sauce and powdered chile. At the end of the day, we’re still serving our customers, we just have the opportunity to reach more people than we ever did before.

Being a business owner isn’t easy. I have failed more times than I have succeeded. When COVID hit, we took one hell of a loss and it has taken over two years to bounce back from it. Instead of taking advantage of the PPP funding, I rode things out and paid every single debt I owed instead of getting help. The way I saw it was, if I can do this on my own through a pandemic, I can get through anything life throws my way….and I have. I lost my grandfather in March of 2021 and our son in October of 2021. These tragic events made a pandemic look like a walk in the park. And guess what? I’m still here,

There are times I still feel like I don’t belong in this business. I see people my age who come from families that own businesses which are well established in the Hatch Valley. Instead of being intimidated, I remind myself of my intentions: I want to create an environment for my children to learn and grow up with the same lessons my grandparents taught me. I want my community to grow at the same pace as the brand of “Hatch Valley Chile”. I want to serve any individual who can’t get enough of our world famous chile. My intentions are what help me realize I do belong, and they are a reminder that the sun shines on all of us.

Sacrifice, hard work, perseverance, integrity, humility, and the act of serving, are all qualities and lessons I have learned along the way.

I’d like the world to know this business was not passed down to me, nor was there an angel investor taking pity on a kid who was barely making it. I was desperate. I was in a place where I had to make a move or I was going to end up like everyone else. At the age of four, I knew I was placed on this earth to do great things. I was 30 years old and had nothing to show for myself.

I am currently 34 and have everything I have ever wanted out of this life. It took courage to leave my job and set off on my own after being told over and over and over again that I wouldn’t make it in this world without a degree, I worked my body to it’s physical limitations. I know what it is to drop on the floor from mere exhaustion. I have had to walk away from individuals who I thought would be in my life forever because I was allowing them to hold me back. There was a streak where I chose to buy clothes from the Salvation Army because Express and American Eagle weren’t going to make my money work for me. I have had my world shattered by grief, picked up the pieces, and somehow, with the help of my husband, have pushed through and continued to keep looking forward. I want people to know my story so that if they haven’t already, they can be inspired to create their own.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Sunday: We’d start off having an early breakfast, 7:00 am, at the Pepper Pot. Melva, the owner, would pour us a hot cup of coffee and we’d order the Scotty. It’s a well balanced meal that will give us enough fuel to last us until noon. If they were spiritual, I’d recommend us attend a service by Father Ivan at Our Lord of Mercy Catholic Church. Once the service is over, I’d take us to Valley Cafe. Keep your fingers crossed that Jesusita still has enough menudo for us, After we ate, I’d take them on a cruise to Arrey until we got to the river. Then we’d go off-roading until the sun goes down.

Monday- Thursday: If you’re visiting us between these days, you better believe we’re putting you to work.

Friday: If you’re visiting outside of football and lent season, I’d take you to Arrey Cafe for Steak Night.
If they were visiting during football season, you’d find us at the Hatch Valley High School tailgate. I’d make my way to the North East corner where the Garay’s sit. You can always bet on them making a disco of green chile pork meat. Linda also always brings the best dessert. After the game, I’d make my way to the Caballo Tavern to have Barbie make me a Caballo Riot and play a game of pool with Darren, Derek and Dylan.

Saturday: Nothing is better than having an early breakfast with the Villegas family at B&E Burritos. They are famous for their red bean and cheese burritos. If you’re feeling extra brave, try getting it smothered in red!

Who else deserves some credit and recognition?
My grandparents, Jimmy and Elizabeth Alvarez, deserve all the credit to my success. First and foremost, they took me in, raised me as their own, and gave me what I needed the most, love and consistency. They led by example and never left me behind. My grandfather instilled a hard work ethic in me, while my grandmother taught me how to be resourceful. Those two qualities are what have helped me prosper in life.

As I started my business, I was listening to Dave Ramsey and his team at Ramsey Solutions. Their philosophy and what they stand for is what propelled me into starting my venture with faith, financial awareness and perseverance.

I also would love to give a huge shout out to Rabbi Daniel Lapin for writing such a beautiful piece of literature: “Thou Shall Prosper”. This book helped me shift my attitude when it came to the exchanging of money and providing a service.

Website: www.lareinachile.com

Instagram: lareinachileco

Facebook: www.facebook.com/lareinahatchchile

Youtube: La Reina Chile