SANTA FE, N.M. (AP) — Researchers at New Mexico State University have found that consumers are willing to pay a premium for New Mexico-grown green chile.
According to a report released Monday, nearly one in three consumers outside of the state would pay 20 percent more for chile from New Mexico compared to similar peppers grown in other regions.
State legislators passed a law saying only peppers grown in the state could be sold as New Mexico green chile. The state Department of Agriculture keeps a database of certified growers.
In the study, researchers found more than half of the respondents would pay a premium of more than 10 percent for certified New Mexico chile.
Lead researcher Jay Lillywhite says the study shows New Mexico green chile is a brand people trust.