FOR IMMEDIATE RELEASE:
NMDA Contact: Jenny Green
Public Affairs Specialist
jgreen@nmda.nmsu.edu | 575-202-4249
NM Healthy Soil Working Group Contact: Robb Hirsch
robb@takeresponsibility.us | 505-603-1976
October 13, 2026
Soil health campaign launches in rural New Mexico
Residents invited to learn about, improve their soil
SANTA FE – Rural New Mexico residents will soon encounter billboards, radio spots and social media content inviting them to rethink a vital yet underappreciated resource: the soil beneath our feet.
The New Mexico Department of Agriculture recently partnered with the NM Healthy Soil Working Group to produce the “Healthy Soil. Growing New Mexico’s Future.” media campaign, which spotlights five New Mexico farmers and ranchers who improved their soil by applying compost, growing diverse plants, rotationally grazing livestock and more:
- Jim Armendariz, a cattle rancher near Santa Rosa
- Don Bustos, a farmer along an acequia near Española
- Ernest Diswood, a sheep and cattle rancher on tribal land near Farmington
- James Johnson, a farmer and rancher in Columbus, on the U.S.-Mexico border
- Jennifer Pierce, a rancher near Roswell
The producers will be featured on billboards near their communities, across social media platforms, and on radio stations serving rural New Mexico. Each producer will share how they use soil health principles to improve the land they manage.
“Soil health principles are simple, adaptable practices anyone can use to improve their soil, whether managing a large farm or ranch, a backyard garden or something in between,” said New Mexico Secretary of Agriculture Jeff Witte. “These practices can include limiting tillage, planting cover crops, allowing grass more time to rest between grazing, and other on-the-ground conservation activities.”
Witte said the healthier the soil, the more resilient it is to drought, flooding, noxious weeds and other pressures – and the healthier the plants, animals and people who depend on it.
“At the end of the day, fellow farmers and ranchers influence and encourage one another to prioritize soil health,” said Robb Hirsch, co-founder of the NM Healthy Soil Working Group. “Featuring agricultural producers is what this media campaign is all about.”
About the public-private partnerships behind the “Healthy Soil. Growing New Mexico’s Future” campaign:
- The New Mexico Department of Agriculture (NMDA) administers the Healthy Soil Program, which offers competitive grants annually to farmers, ranchers, and other land managers – including certain governmental entities – to improve their soil.
- The NM Healthy Soil Working Group is a nonprofit, grassroots organization that was instrumental in advancing the legislation that created NMDA’s Healthy Soil Program. The Working Group remains highly active in promoting soil health by offering individualized producer support, connecting producers to resources, and providing practical education during field days on farms and ranches across the state.
- Esha Chiocchio is an award-winning photographer who captured images and audio of farmers and ranchers participating in the multimedia campaign. Based in Santa Fe, Chiocchio frequently travels the world on assignment for publications such as National Geographic.
Learn more and find soil health resources at NMsoil.com.
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The New Mexico Department of Agriculture benefits the public by promoting the viability and advancement of New Mexico agriculture and related industries. The agency promotes a fair marketplace, food safety, marketing, and economic development; supports the beneficial use and conservation of natural resources; and works cooperatively with the public and private sectors.
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