STATE News:

SANTA FE — In a year of significant milestones, headlined by the Route 66 centennial, the New Mexico Tourism Department has its own milestone to celebrate: the 10th anniversary of the New Mexico True Certified program.

The New Mexico True Certified program was an idea first hatched one decade ago in response to requests from local businesses who expressed interest in presenting their product as authentically “New Mexico True.” The New Mexico True Certified program was thus created as an extension of New Mexico True to allow New Mexico businesses to showcase their products 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,” Acting Secretary Lancing Adams said. “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.”

The program began with an initial cohort of 78 artisans, makers, and creators, which included products from notable New Mexico businesses such as Los Poblanos Historic Inn & Organic Farm, Piñon Coffee, Noisy Water Winery, Santa Fe Brewing Company and more. Since then, the program has expanded to include over 500 partners – a milestone the department reached in 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,” said New Mexico True Certified Program Coordinator Brandy Velarde. “Because of this, more residents and travelers have taken notice of how talented, creative and hard-working New Mexico’s small business community is.”

One of the core features of the program is the ability to incorporate the New Mexico True Certified logo into product packaging, store signage and websites. Additionally, program partners can opt into seasonal gift guides promoted across a variety of digital channels. 

“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,” Worthington Farms Owner Kristen Worthington said. “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 over the last 10 years:

• Instituted in-store display partnerships with Smith’s and Albertson’s to showcase exclusively New Mexico True Certified food products;
• Published online summer and holiday gift guides of New Mexico True Certified products, including a printed edition of the holiday gift guide in New Mexico Magazine;
• Conducted annual surveys of program partners to glean insights on business operations, marketing activities and implementation strategies of the New Mexico True Certified brand; and
• Deployed in-state shop-local campaigns during the 2023 and 2024 holiday seasons that leveraged the New Mexico True Certified brand.

NMTD will be using a special New Mexico True Certified logo to commemorate the 10th anniversary. Be on the lookout for the annual New Mexico True Certified summer gift guide, rolling out in time for the summer travel season — an initiative that will also bear the 10th anniversary logo.