A good number of businesses statewide reported increased revenue in 2021 compared to the prior year, because they associated themselves with the New Mexico True Certified program.
Of the 450 New Mexico True Certified program partners, nearly half of them participated in the survey. Of the respondents, 61 percent reported increased revenue in 2021.
The New Mexico Tourism Department conducted the survey to better understand how program partners were adapting to business challenges and opportunities that came to be in 2021.
“Branding amplification through the New Mexico True Certified program was a great way for small businesses to boost the profile of their products that are 100 percent New Mexican made,” NMTD Secretary Jen Paul Schroer said in a press release Tuesday. “Many people were very intent to support local business during the pandemic, so we are pleased to see how businesses leaned into this program.”
Roughly one-fourth of respondents said that all of their products feature the New Mexico True Certified logo, suggesting a growing awareness of the value to associate locally-produced products with the New Mexico True brand. Overall, 56 percent of products made and sold by program partners feature the New Mexico True Certified logo.
These businesses still encountered challenges, though.
According to the survey, 66 percent of respondents listed supply chain disruptions as the greatest expected challenge in 2022, with 50 percent of respondents also listing a lack of opportunities as another expected challenge. Less than 30 percent of respondents listed labor availability or government mandates as expected challenges in 2022.