SANTA FE — After nearly 10 years since its inception, the New Mexico True Certified program reached a major milestone earlier this month when it welcomed its 500th partner to the program.
The New Mexico True Certified program was originally established in Spring 2016 with a couple dozen initial partners and has since grown into the New Mexico Tourism Department’s largest program by far regarding number of partners.
This program was created in response to expressed interest from the local business community for the opportunity to share in the New Mexico True brand. Recognizing that small businesses are the backbone of the visitor economy in destinations throughout New Mexico, NMTD decided to create an extension of the New Mexico True brand that allowed merchants, artists and entrepreneurs to “certify” that their product is made and grown in New Mexico.
“Reaching this incredible milestone really speaks to the value that the New Mexico True Certified program brings to small businesses,” said Acting Secretary Lancing Adams. “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.”
Major accomplishments prior to reaching 500 partners
- 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
- Deployed in-state shop local campaigns during the 2023 and 2024 holiday seasons that leveraged the New Mexico True Certified brand
Most recently, representatives from NMTD joined members of the community in celebrating the official unveiling of the Albuquerque International Sunport’s ABQ Ascend program which affords New Mexico merchants the opportunity to sell their products to Sunport travelers throughout the year. Of the program’s nine inaugural cohort members, seven are New Mexico True Certified.