Best in the West Brands

Best in the West operates two distinct consumer brands, each with a clear purpose and audience. Los Roast is our nationally marketed brand, focused on bold, flame-roasted New Mexico chile with a modern presentation and broad appeal across the U.S. Santa Fe Ole is our regionally focused brand, rooted in the Southwest and designed to reflect familiar flavors, traditions, and everyday uses of chile in the region. Together, the brands allow us to honor New Mexico’s chile heritage while serving both national and regional markets with clarity and intent.

Los Roast offers premium, flame-roasted New Mexico green chile and red chile products made with clean, simple ingredients and no unnecessary additives. The line includes diced and chopped flame-roasted green chile in multiple heat levels, red chile purée, and specialty chile products designed for everyday cooking. Each product highlights authentic New Mexico flavor, consistent texture, and bold heat, delivering a true roasted profile that works in everything from breakfast dishes to sauces, soups, and entrées.