Preston Mitchell is a native of Hatch, New Mexico, where his connection to Hatch chile began in childhood. He started selling his family's fresh green chile at a Santa Fe farmers market in the fourth grade — an early introduction to the commerce and culture surrounding one of New Mexico's most iconic agricultural products.
After completing a Bachelor of Business Administration and a Master's degree in Accounting at New Mexico State University, Preston turned his entrepreneurial background toward e-commerce. He launched the online storefront for Berridge Farms, bringing a traditional Hatch Valley farming operation into the digital marketplace. He later merged a Las Cruces-based chile-roasting company with his grandparents' established online business, forming The Hatch Chile Store — one of the leading direct-to-consumer sources for authentic Hatch chile products.
As Director (Ex Officio) of the Hatch Chile Association, Preston contributes first-hand knowledge of consumer marketing, e-commerce, and origin authentication to the Association's work. His role bridges the farming community and the broader marketplace, helping the Association communicate the value of the Certified Hatch seal to consumers, retailers, and producers nationwide.