New Mexico Cracking Down On Deceptive Chile Advertising

Impostors beware! Starting July 1, the state of New Mexico is going after chile fraud.

Any business within the state that falsely advertises New Mexico's famous peppers will find themselves in hot water.

"If someone violates the law, the penalty will be that their product will be removed from sale," said Joe Gomez of the New Mexico Department of Agriculture.

Governor Susana Martinez signed the Chile Advertising Act into law last year at the behest of local growers. In order to be in compliance, companies that sell New Mexico chile must register with the Department of Agriculture, which is the agency that will enforce the law.

New Mexico's long green and red chiles originated in-state, but similar varieties are also grown in California, Arizona and Mexico.