New Mexico True Certified

The New Mexico Tourism Department is proud to offer and steward the New Mexico True Certified program, an initiative that allows select New Mexico businesses to leverage the magnetic and powerful New Mexico True brand to build their products' recognition and amplify existing marketing messages. The New Mexico True Certified program brings national attention to the quality, care and craftsmanship behind products that are uniquely New Mexican, while providing opportunities for businesses of all sizes to integrate the New Mexico True Certified mark at point-of-sale and on packaging, fulfillment, and marketing materials.

This FREE program and the application is open to licensed New Mexico businesses whose products fall into at least one of the following categories:

  • 100% Made in New Mexico – For products made or manufactured in New Mexico*. This does not require that every ingredient or component (such as packaging materials) used to produce the end product is sourced in New Mexico. Examples of potentially qualifying products for this mark include packaged consumer goods such as wine, lotion, or salsa.
  • 100% Born & Raised in New Mexico – For animals and livestock that produce food and fiber products. Animals/livestock “born and raised in New Mexico” must be traceable to location of birth through records and identification and verified by a third party, certifying organization. Examples of potentially qualifying products for this mark include dairy products, meat products and other products such as wool from livestock.
  • 100% Grown in New Mexico – For plants or non-meat agricultural products. Plants or other agriculture products must be lotted and carry marks and/or identification that can be traceable to farm of harvest and verified by a third party, certifying organization. Examples of potentially qualifying products for this mark include herbs, fruits and vegetables.

What you need to know about the New Mexico True Certified program:

  • It is ONLY available to New Mexico companies and products
  • All products must be 100% made, grown and/or born and raised in New Mexico*
  • All products are of the highest quality, with food products manufactured with a commitment to “restaurant-quality” ingredients

Benefits of being New Mexico True Certified:

  • Alignment with magnetic, powerful New Mexico True brand
  • Ability to integrate “New Mexico True Certified” mark on packaging and marketing materials
  • Presence on NewMexico.org
  • Retail opportunities through designated New Mexico True Certified e-commerce site and select retail partners
  • Access to Preferred Rate Program with select media vendors
  • Direct communication with New Mexico True Certified partner network
  • Partner Spotlight in bi-weekly e-news
  • Advertising, social media, and public relations support from the New Mexico Tourism Department
  • Additional promotional opportunities as they arise

Plan to have the following information available prior to starting your application:

  • The specific products for which your company is seeking New Mexico True certification.
  • Initial thoughts on how you would use the New Mexico True Certified mark if approved (e.g., packaging, website, marketing materials, merchandising, point of sale, signage, press release or other public relations outreach/materials, trade show display, storefront, etc.). See examples and mockups here.
  • If you are applying for “Made in New Mexico” certification: Photos or other evidence/documentation (such as lease or contract manufacturer agreement) of New Mexico-based facilities for the production of your product(s). Acceptable formats for upload include .jpg, .png, and .pdf.
  • If you are applying for “Born & Raised in New Mexico” or “Grown in New Mexico” certification: Source-verified third-party documentation from NMDA or qualified company such as Where Food Comes From, Inc. Must be in .pdf format for upload.

To qualify your product(s) for the New Mexico True Certified program:

  1. Click HERE to view evaluation criteria and ensure your business and its product(s) meet the minimum requirements.
  2. Click Apply Online to get started.

Upon receipt of your completed application, the New Mexico Tourism Department will review it and its supporting evidence. A representative will be in touch shortly thereafter. 

Questions: e-mail true.certified@state.nm.us

The New Mexico Tourism Department reserves the right to deny participation in the New Mexico True Certified Program for any reason including non-compliance with any local, state or federal laws

Apply Online Here

*The New Mexico Tourism Department does not verify the source of products for its 100% Made In certification. While all ingredients for participation in the 100% Made In category are not required to be sourced from New Mexico, all products containing chile are subject to the requirements of the New Mexico Chile Advertising Act (NMSA 1978, §§21-11-1 to -5, as amended). The requirements of the Act may be met by complying with NMDA rules, and/or certification by the New Mexico Chile Association through its New Mexico Certified Chile® program, or other valid source verification entity. The New Mexico Tourism Department reserves the right to deny participation in the New Mexico True Certified Program for any reason including non-compliance with the Act.