This year is packed with milestones — from the Route 66 centennial to America 250. And the New Mexico Tourism Department is marking its own: a decade of the New Mexico True Certified program.
The New Mexico True Certified program is touted as a success story in supporting small businesses. It was launched a decade ago by the New Mexico Tourism Department. But a closer look shows a picture beyond branding power, access, and influence.
From local request to state-backed brand
The program was born out of demand from local entrepreneurs seeking a way to distinguish their products as authentically “New Mexico-made.” In response, the state created a certification system allowing businesses to label goods as “100 percent made or grown” within the state.
State officials say the label has become a mark for trust. “Reaching the 10-year milestone really speaks to the value that the program brings to small businesses,” Acting Secretary Lancing Adams, in a statement, said. He pointed to its role in linking local producers with tourists.
The power of a logo
At the heart of the program, however, is branding. The program allows certified businesses to display the official logo on their packaging, storefronts, and websites— signaling that the state backs their authenticity.
Producers like Worthington Farms said the label translates into consumer trust. Owner Kristen Worthington said the branding assures buyers that “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.”
Retail access: a game changer
The program began with 78 participants, including Los Poblanos Historic Inn & Organic Farm, Piñon Coffee, Noisy Water Winery, and Santa Fe Brewing Company. Late last year, it had expanded to more than 500 partners. Officials described the increase as proof of success.
Program coordinator Brandy Velarde said the certification has highlighted the state’s creative economy. “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,” Velarde explained.
One of the program’s most significant developments is the partnership with major retailers such as Smith’s and Albertson’s. These retailers gave products bearing the certification dedicated shelf space. This kind of access can be transformative for small producers.
The New Mexico True Certified label becomes a powerful seal of authenticity, for now. But whether it levels the playing field or reshapes it remains a question that lingers beyond the celebration.