The Story of La Reina

Andrea Alvarez is a fifth-generation farmer and visionary entrepreneur dedicated to preserving and sharing the rich agricultural heritage of New Mexico's Hatch Valley. As the founder and creative force behind Heart of the Hatch Valley and La Reina Chile Company, Andrea is redefining what it means to build a modern lifestyle brand grounded in tradition, storytelling, and the spirit of the Southwest.

Drawing on deep family roots that stretch back before New Mexico belonged to the United States, Andrea's work celebrates the authenticity and resilience of the Hatch Valley farmers. Her mission is to bring the taste, beauty, and cultural legacy of the region to audiences nationwide through immersive experiences, culinary education, and premium chile-based products.

Her leadership and vision have been recognized nationally-her story and family's legacy have been featured at the Smithsonian and in Pati Jinich's La Frontera, where she shared what it means to grow up and farm in the Heart of the Hatch Valley.

Through innovation, collaboration, and a commitment to heritage, Andrea continues to build a brand empire that connects people to the land, the flavors, and the stories that define the American Southwest.