ALBUQUERQUE, N.M. — Farmers and processors in the state’s chile industry are joining a new effort to protect their peppers from counterfeiters looking to cash in on the good reputation of New Mexico chile.
Gov. Susana Martinez is set to announce the New Mexico Certified Chile™ trademark program at a launch party Tuesday at The Range Restaurant in Bernalillo.
New Mexico Certified Chile will join other well-known branded products such as Vidalia Onions™, 100% Pure Florida™, California Olive Oil™ and Idaho Potatoes™ as certification programs that support signature crops of a state or region.”
In April of 2011, Martinez signed into law the New Mexico Chile Advertising Act, which makes it illegal to advertise any product as New Mexico chile unless actually grown here. The New Mexico Certified Chile program builds on this legislation, giving consumers across the country the confidence that they are using only the finest New Mexico chile.
“We are confident that we can continue to expand markets for the New Mexico chile industry as more consumers understand there is no imitation of the original,” said Dino Cervantes, a chile grower in the Mesilla Valley and president of the New Mexico Chile Association.
The first food company to sign up for the program is Bueno Foods, the first grower Penn Farms, and first grocer, John Brooks Supermart. Consumers can find these and other growers, products, retailers and restaurants that use New Mexico Certified Chile at www.getnmchile.com.
The New Mexico Certified Chile mark can be placed on products and used in marketing and advertising, helping to assure consumers that their chile is not an imitation.