Committee gives do-pass to $350,000 agritourism marketing proposal for New Mexico farms

The Senate Indian, Rural and Cultural Affairs Committee voted to give Senate Bill 415 a do-pass recommendation, recording four yes votes and one excused, advancing a proposal to appropriate $350,000 from the state general fund in fiscal 2026 to support an agritourism marketing program administered by the New Mexico Department of Agriculture (NMDA).

The bill's sponsor, Senator Boone, told the committee the program would promote the state’s agritourism industry—businesses that combine agriculture and tourism to attract visitors to farms and ranches—and direct most funds to operators through microgrants or cost-share while reserving a portion for an awareness campaign.

Agritourism advocates and producers described the sector as a revenue diversification strategy for small and beginning farmers. Susanna Calhoun, owner of Calhoun Flower Farms and a fifth-generation rancher, said agritourism helped the business pivot after COVID-related cancellations and created new markets. “This can truly help that while also creating a huge revenue for farmers that has never been tapped before,” Calhoun said.

Jason New, division director for marketing and development at the New Mexico Department of Agriculture, told the committee agriculture in the state is a "$4,000,000,000 industry" produced by nearly 21,000 farmers and ranchers and noted the 2022 census identified 326 farms reporting agritourism revenue that together generated more than $20,000,000 in 2022. “We see most of these dollars going direct to our agritourism operators in the state in the form of micro grants or cost share and a minority portion for our specialist at NMDA to put together an awareness campaign,” New said.

Representatives of industry and local government urged support. Tom Patterson, president of the New Mexico Cattle Growers Association, said margins for livestock producers are thin and that agritourism provides needed alternate income. “When that isn’t enough, we have no choice but to look for other income streams,” Patterson said. Richard Mestis, city manager of Raton, said agritourism can support beginning farmers—including veterans—and local businesses such as hotels and restaurants.

Committee members asked about liability and safety for operators who invite the public onto private farms. Susanna Calhoun described practices her operation uses, including appointment-only visits, online ticketing with waivers, zoning checks, and written waiver language reviewed by counsel: “Before anyone comes onto the property, we ensure that not 1 but 2 waivers are signed,” she said. Jason New and Calhoun said some operations use honor-system pick‑your‑own models that reduce direct handling and therefore different liability profiles.

The chair called the roll after a motion to give the bill a do-pass recommendation; the motion was moved and seconded and the committee recorded a do-pass on Senate Bill 415 with no amendments. The committee did not set an effective date or additional conditions in the hearing record.

Supporters said the appropriation would target small, rural operators, help keep agricultural dollars in-state through direct sales, create jobs in rural communities, and provide educational opportunities for visitors. No formal opposition testimony was recorded during the hearing.

The committee recessed after completing the item; future scheduling was described as tentative by the chair.