New Mexico's chile farmers and processors hope to strengthen their strong reputation in peppers with the launch of a new certification program today, aimed at preventing counterfeiters outside the state from misusing its good name.

Governor Susana Martinez announce the New Mexico Certified Chile program at restaurant chain The Range Cafe in Bernalillo, which is the first restaurant in the state to sign up for the initiative.

A release highlighted the move means New Mexico chiles will join the likes of well-known products such as Vidalia Onions and '100% Pure Florida' as certification programs supporting signature state or regional crops.

"Red or green is a question New Mexicans answer every day at breakfast, lunch, or dinner," Martinez said.

"Chile is a way of life in our state, ingrained in our culture and our economy. It supports more than 4,000 jobs and contributes more than $400 million every year to New Mexico's economy.

"The one question no one should ever has to ask is, 'Is this chile really New Mexican?' This program further cements the status of New Mexico Chile on par with other nationally-renowned state and regional products."

The program builds on legislation in 2011 that made it illegal to advertise any chiles as from New Mexico unless they were grown in the state.

"We are confident we can continue to expand markets for New Mexico Chile as consumers understand there is no imitation of the original," said New Mexico Chile Association president Dino Cervantes.

Bueno Foods, Penn Farms and John Brooks Supermart are the first in their industries to sign up for the program.

Consumers can find other growers, products, retailers and restaurants using New Mexico Certified Chile on its the official website.

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