New Mexico Chile Association
A trade association site that makes the case for authentic New Mexico chile and gives growers, buyers, and the public a clear route in.
We were pleased to be selected for this project. New Mexico chile carries economic and cultural weight across the state, and the association exists in part to protect both.
Founded in 2005, the New Mexico Chile Association represents growers, processors, manufacturers, distributors, and other businesses across the industry. The current site replaces an earlier version we also built for the organization.
Authenticity is the whole problem
A great deal of what is sold as New Mexico chile is not grown here. The name carries a premium, that premium invites imitation, and local growers absorb the cost.
New Mexico Certified Chile™ gives buyers a reliable way to know where a product was grown. We made certification a primary route from the homepage, both for people checking a label and for producers interested in joining the program.
The association calls this the battle for authenticity. That framing gives the site a clear purpose and keeps the issue from dissolving into generic agricultural promotion.
Three groups who need different things
A trade association has to serve its members, the buyers those members sell to, and a public that wants to find the real thing. Membership and advocacy support the industry. Certification serves buyers. News and stories give the wider public a reason to return.
The public audience matters. Grower profiles, certified chile artwork, and stories following chile from seed to salsa turn broad goodwill into attention for the people and businesses behind the crop. The association manages those seasonal updates directly in Webflow.
Other projects
Election Reformers Network
A policy nonprofit organized around the election problems its readers care about, with credibility built into every level of the site.
Read the case study
Honor Flight of Northern New Mexico
A mission-first nonprofit site with direct paths for veterans, their families, volunteers, and donors.
Read the case study
New Mexico Cancer Research Alliance
A statewide clinical-trials site with a search system designed, built, and updated for patients who need clear answers close to home.
Read the case studyLet’s talk about your project.
No pressure. Clear recommendations. 31 years of seeing what works.