New Mexico True Certified welcomes the makers, growers, and entrepreneurs who play an integral role in the story of our state, what makes it unique and authentic, and why visitors come here. 

The New Mexico True Certified program has quadrupled since its inception in 2016. We are proud to work with more than 475 Grown In and Made In partners across the state, promoting the products, experiences, and stories that draw venturesome travelers to New Mexico and let them bring a piece of our state home. 

We are excited to invite the tourism industry, including True Certified partners, to adopt the brand as they are able and tap into the brand power of New Mexico True. The New Mexico True Certified logo offers flexibility and ensures we retain a fresh and unique voice; staying ahead of the competition and on the cutting edge of creative execution and dynamic storytelling. 

Become NM 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 authentically New Mexican, while providing opportunities for businesses of all sizes to integrate the New Mexico True Certified Logo at point-of-sale and on packaging, fulfillment, and marketing materials.