The New Mexico Tourism Department announced on Mar. 19 the 10th anniversary of its New Mexico True Certified program, highlighting a decade of supporting local businesses and products made or grown in the state.
The New Mexico True Certified program was established in response to requests from local businesses seeking to present their products as authentically “New Mexico True.” The initiative allows businesses to showcase their goods as 100 percent made or grown in New Mexico.
“Reaching the 10-year milestone really speaks to the value that the New Mexico True Certified program brings to small businesses. The New Mexico True Certified program has allowed us to better connect travelers with our artists, merchants and entrepreneurs who contribute to our identity as a truly unique travel destination,” said Acting Secretary Lancing Adams, according to the department’s announcement.
The program began with an initial group of 78 artisans, makers, and creators, including Los Poblanos Historic Inn & Organic Farm, Piñon Coffee, Noisy Water Winery, and Santa Fe Brewing Company. Since then, it has expanded to over 500 partners as of Fall 2025. “Over the past 10 years, partners of this program from all corners of the state have leveraged the New Mexico True Certified brand to show customers their product is truly made in New Mexico. Because of this, more residents and travelers have taken notice of how talented, creative and hard-working New Mexico’s small business community is,” said Program Coordinator Brandy Velarde.
A key feature is use of the official logo on packaging and signage. Partners can also participate in seasonal gift guides promoted through digital channels. Kristen Worthington, owner of Worthington Farms, said: “Participating in the New Mexico True Certified program has been a great value because we can put the branding on all of our packaging and anytime anyone looks to see whether it was made in New Mexico they know for certain it didn’t come from anywhere else. Everything is sourced and manufactured here. Those things are important to a lot of people, especially since we have so many great things in New Mexico.”
Major accomplishments include partnerships with Smith’s and Albertson’s for exclusive product displays; publication of online summer and holiday gift guides; annual surveys for business insights; shop-local campaigns during recent holiday seasons; and introduction of a special anniversary logo for this year’s initiatives. More information about these efforts can be found on the official roster page.
