State Programs Strengthen Rural Economies in New Mexico

Courtesy of Humble Brands

Across vast high-desert farms and quaint mountain towns, rural New Mexico communities are increasingly benefiting from targeted programs designed to stimulate economic growth and job creation around the state. 

Two key tools administered by the New Mexico Economic Development Department (EDD) – the Local Economic Development Act (LEDA) and the Job Training Incentive Program (JTIP) – are proving especially effective at attracting and supporting businesses in less urbanized areas. 

In April 2025, the EDD announced more than $1.4 million in JTIP funding for six companies, including three located in rural communities. 

Courtesy of Humble Brands

These strategic investments reflect a larger trend: Of the 1,010 jobs created through JTIP at that point in fiscal year 2025, over two-thirds (692) were in rural regions, a clear indicator that the state’s focus on rural revitalization is gaining ground. 

“Helping companies expand so they provide more job opportunities is great for all New Mexicans,” says EDD Cabinet Secretary Rob Black, emphasizing the state’s mission to provide pathways to prosperity for all citizens. “Half of the awards this month went toward rural jobs, proof that we can make a difference in every corner of the state.” 

Courtesy of Humble Brands

Bringing Growth to Taos 

One rural recipient, Humble Brands, received $120,316 in JTIP funding to train new hires at its Taos facility, where it manufactures aluminum-free body care products. 

“With the addition of these new roles, Humble was able to make the leap to start planning for an extended workday for our production team,” says Katie Kirkwood, influencer marketing and partnership manager. “Hiring these new team members alleviated the workload for many on our team and made many of our departments, including fulfillment, feel more supported.” 

Humble Brands currently has 64 employees, including 13 hired thanks to JTIP grants. 

Founded in 2015 by Jeff Shardell, the company started from a desire for simpler, healthier personal care alternatives. It is passionate about using minimal, understandable ingredients, focusing primarily on aluminum-free deodorants, but also offering bar soaps and lip balms. 

Courtesy of Humble Brands

Guided by a “less-is-more” philosophy, Humble Brands crafts its products in small batches and uses recycled packaging. Since 2022, the company has also taken advantage of New Mexico’s bountiful sunny days by operating on solar power. 

“Humble Brands is dedicated to creating better-for-you body care products that are both simple and effective,” Kirkwood says. 

“New Mexico is at the heart of who we are, and we take pride in collaborating with local models and photographers while honoring our mountain roots through our plastic-free packaging design. As we grow, we’re excited to continue creating jobs in rural New Mexico and to support our product development team as they explore new innovations in ingredients, sourcing and sustainable packaging.” 

Courtesy of NewBridge Global Ventures

Powerful Tools for Success 

JTIP, created in 1972, remains one of the most robust workforce training programs in the nation. It reimburses 50% to 90% of employee wages during a training period that can last up to six months. Available only to New Mexico residents, the program supports companies that are expanding or relocating within the state and creating year-round, full-time jobs. 

LEDA provides critical infrastructure and capital support to help companies put down roots. That’s exactly what drew NewBridge Global Ventures to the Estancia Valley, when it received a $750,000 LEDA award. 

“With the money received from EDD and the additional support received from LEDA programs, our company will be able to accelerate our business model and enable us to provide ‘Made in New Mexico’ products while bolstering the local economy,” says NewBridge CEO Lance Dalton. 

Courtesy of NewBridge Global Ventures

Making a Major Impact 

NewBridge, an ag tech company specializing in hemp-derived CBD products, is using its LEDA funding to complete a state-of-the-art processing plant and construct a new canning facility. Together, these projects will result in 34 new jobs and a total investment of more than $20 million in rural Torrance County, with an economic impact of over $115 million dollars over the next 10 years. 

The company’s patented technology uses water and shock waves rather than chemical solvents to extract CBD directly on the farm. 

This allows NewBridge to process hemp within 45 minutes of harvest, which excludes the need for the drying and curing phase, significantly improving efficiency and sustainability. “Our process of organic whole-plant extraction allows us to preserve the most important aspects of the compound including CBD, CBDA, terpenes, flavonoids and light nutrients,” Dalton says. “This creates a superior, environmentally friendly, fresh ingredient to what is traditionally manufactured as it removes the use of heat and harsh chemicals in addition to eliminating hazardous waste disposal.”