Dateline Las Cruces, New Mexico. For years, research done by New Mexico State University's Chile Pepper Institute has helped promote New Mexico's State Vegetable (really a fruit). Now, the Institute itself (and its chile peppers) is on the map, literally, as a "must-see" destination in Rand McNally's 2010 Road Atlas "Best of the Road" program.
"We are thrilled that Rand McNally recommends the Chile Pepper Institute in their atlas," said Paul Bosland, Institute director. "It's an honor to know that people traveling in New Mexico can see us on the map and enjoy our Institute along their way."
According to Rand McNally, the publication is America's No. 1 road atlas. It provides five Best of the Road trips along with trip-planning tools, from detailed maps to mileage charts. The 2010 atlas is now available in stores and from online retailers like Amazon, here.
"Every year, our editors seek out and drive some of the best, most scenic road trip routes in the nation to find our Best of the Road winners," said Rand McNally editorial director Laurie Borman.
Part of the attraction of the Chile Pepper Institute is its Demonstration Garden, where some 150 varieties of chiles from around the world are grown each year to educate the public. See our article, here.
The Chile Pepper Institute is one of a handful of stops identified in Rand McNally's trip through New Mexico. The 2010 Road Atlas provides five road trips in regions throughout states such as New York, Oregon and South Carolina. Each trip features photos, an inset map and other similar destinations that readers might enjoy.
The Institute gained fame for developing and promoting the 'Bhut Jolokia' chile variety, named by Guinness World Records as the Hottest Spice in the World. Located in NMSU's Gerald Thomas Hall, the institute is part of the College of Agricultural, Consumer and Environmental Sciences. See their website, here.
Full disclosure: Along with Dr. Paul Bosland, I was a founder of the Chile Pepper Institute. My company is a sponsor of the New Mexico Chile Conference, hosted annually by the Institute.
On Saturday, June 27, 2009, the story made the front page of the Albuquerque Journal, and was featured in the Business section.