The Better Business Bureau Is No Longer the Better Source

By Keith Allen West

For generations, three letters carried enormous weight in American commerce: BBB.

Before search engines, customer reviews, package tracking and instant credit card alerts, the Better Business Bureau helped consumers answer a difficult question: Can I trust this company?

The BBB maintained business files, forwarded complaints and assigned letter grades. In an information-starved economy, that service had real value.

That economy no longer exists.

Today, consumers can investigate a business in minutes. They can read recent reviews, examine how the owner responds, confirm a physical address, search public records, track shipments and dispute fraudulent charges directly through their banks. Social media exposes patterns of misconduct almost immediately. Online marketplaces measure shipping speed, cancellations, refunds and customer satisfaction using actual transaction data.

Against that real-time information, the BBB’s model feels increasingly like a relic.

The organization still relies heavily on formal complaints, mailed notices, telephone calls, fixed response periods and manually assigned closing classifications. Complaints can remain on a profile for three years. A business can be labeled “Unanswered” because it did not respond through the BBB’s process—even if it communicated directly with the customer, issued a refund or later resolved the underlying problem.

That distinction may make sense inside the BBB’s filing system. It makes far less sense to a consumer who sees a prominent letter grade in search results without understanding how it was created.

The BBB says its ratings represent its opinion of how a business is likely to interact with customers. That is a powerful claim. Yet the grade may reflect how effectively a company navigated the BBB’s system rather than how it currently serves its customers.

Those are not the same thing.

A modern online business generates an enormous amount of verifiable information. Orders have timestamps. Payments have transaction numbers. Shipping carriers record when packages enter their possession. Customer-service platforms document replies. Banks track refunds and chargebacks. Review sites show both the complaint and the company’s public response.

These signals are immediate, measurable and difficult to reduce to a vague letter grade.

The BBB’s system offers far less transparency. Consumers generally cannot see the complete calculation behind a rating. They may see that complaints were filed or went unanswered, but not whether notices reached the correct email address, when documentation was submitted, which allegations were verified or when the rating was last manually reviewed.

Even the word “unanswered” can mislead. To an ordinary reader, it suggests that a company ignored the customer entirely. Within the BBB system, it can simply mean the business did not submit a response through the BBB’s designated process.

A rating can therefore be technically consistent with BBB terminology while creating a materially different impression in the mind of a consumer.

The organization’s quasi-official appearance compounds the problem. The BBB is not a government regulator. Businesses are not legally required to participate, and accreditation is voluntary. Nevertheless, many consumers interpret a BBB grade as something resembling an official finding.

That perception gives the organization extraordinary influence without requiring the transparency we would demand from a public agency or modern data platform.

This does not mean online reviews are perfect. They can be exaggerated, manipulated or purchased. Social media rewards outrage. Even transaction records require context.

But the answer to imperfect online information is not an older and slower system with its own opaque judgments.

The answer is better verification.

A relevant consumer-trust platform should emphasize recent performance, confirmed transactions and documented outcomes. It should distinguish clearly between an order that was never shipped, a carrier-confirmed delivery that was later reported missing and a complaint that was ultimately resolved. It should show whether a company responded directly, publicly or through the platform itself.

Ratings should include dates, evidence and an understandable calculation. Disputed information should be identified as disputed while it is reviewed. Corrections should appear as quickly and prominently as the original accusation.

Most importantly, a modern system must recognize change.

Businesses are not static. A company can experience a fulfillment crisis, replace a vendor, improve its systems, clear a backlog and rebuild customer trust. Consumers deserve to know about the failure, but they also deserve an accurate picture of what the business is doing now.

A three-year complaint record without sufficient current context does not necessarily predict future performance. Sometimes it merely preserves punishment.

The BBB once filled a genuine information gap. Now it competes with faster, richer and more verifiable sources of consumer information. Its familiar name may still command attention, but familiarity is not the same as relevance.

If the BBB wants to survive, it must stop acting like a filing cabinet with a grading system. It must become a transparent, evidence-based platform capable of correcting records as quickly as it publishes them.

Until then, consumers should treat a BBB rating as one opinion among many—not an official verdict and certainly not the final word on whether a business deserves their trust.

The marketplace has moved online.

Accountability has become immediate.

The BBB has not kept up.

What if one small change to New Mexico's film incentives could open doors that have been closed to local creatives for decades?

Most of us don't need another networking event. We need access to the rooms where decisions are actually made.

If studios benefit from New Mexico tax incentives, they should provide a structured opportunity for New Mexico actors, writers, producers and filmmakers to pitch projects in developement and completed films.

Not a guarantee.

Just a chance.

If you're tired of being told to "move to L.A." to get in the room, maybe it's time to bring the room to New Mexico.

“A white paper and a policy proposal are not the same thing.

A white paper is intended to identify a problem, explain why it matters, and present a concept worthy of discussion. Its purpose is to start a conversation, gather feedback, and build consensus around an idea.

A fully constructed proposal comes later. That document would include implementation details such as costs, timelines, legal language, administrative oversight, measurable outcomes, and the specific changes needed to existing statutes or regulations.

The purpose of this white paper is to ask a fundamental question: Should New Mexico create a structured pathway for local creators to access the studios benefiting from our film incentive program?

If the answer is yes, then the details of implementation become the next step through collaboration with the New Mexico Film Office, legislators, studios, producers, and the creative community.

Every major policy begins with an idea. A white paper is where that conversation starts—not where it ends.”

Building a Sustainable New Mexico Film Industry Through Creator Access

A Proposal to Link Film Incentives with Opportunities for New Mexico Creators by Keith Allen West

Executive Summary

New Mexico has become one of the nation’s premier destinations for film and television production. Through generous tax incentives, world-class infrastructure, and long-term partnerships with companies such as Netflix and NBCUniversal, the state has successfully attracted billions of dollars in production spending.

These incentives have unquestionably benefited New Mexico’s economy, creating jobs for crews, supporting local businesses, and expanding production capacity.

However, one critical piece of the ecosystem remains underdeveloped.

New Mexico has become an exceptional place to produce stories.

It has not yet become an exceptional place to discover New Mexico storytellers.

The next evolution of New Mexico’s film incentive program should ensure that studios benefiting from taxpayer-supported incentives also provide structured opportunities for New Mexico’s creative community—including actors, writers, producers, and independent filmmakers—to present original work.

This proposal does not seek additional tax credits or financial assistance.

It simply asks that public investment create public opportunity.

The Current Model

Today’s incentive system rewards companies for bringing productions to New Mexico.

Studios receive substantial benefits by filming within the state, utilizing local crews, renting facilities, and making qualified expenditures.

These programs have succeeded in attracting production.

Yet most opportunities available to New Mexicans remain concentrated in:

• Crew positions

• Background acting

• Day-player acting

• Technical trades

• Production support

These are valuable careers.

But they rarely create pathways for New Mexico residents to become:

• Television creators

• Feature film writers

• Executive producers

• Showrunners

• Directors

• Intellectual property owners

Without those opportunities, New Mexico risks remaining primarily a production service state rather than becoming a true creative hub.

The Missing Incentive

Public incentives should create more than jobs.

They should create opportunity.

Studios that benefit from New Mexico’s incentive programs should be required to establish meaningful access points for New Mexico creators.

Examples could include:

Annual New Mexico Project Pitch Day

Studios receiving state incentives would host an annual event exclusively for qualified New Mexico residents.

Eligible participants could pitch:

• Television series

• Feature films

• Documentary projects

• Animation

• Limited series

Completed Film Showcase

Independent New Mexico filmmakers with completed features or documentaries seeking distribution could submit their work for review by studio acquisition or content executives.

Many completed projects never reach decision-makers despite significant artistic merit.

Producer Access Program

Qualified New Mexico producers could meet with development executives to discuss projects currently in development.

This would help build long-term relationships instead of relying solely on personal connections outside the state.

Screenwriter Development Initiative

Local writers with completed screenplays or pilots could submit material through an organized annual review process.

Only completed works meeting established professional standards would be accepted.

Actor Showcase

Studios could host annual showcases featuring New Mexico actors represented by agents or selected through an application process.

This would create direct exposure to casting executives working within productions already receiving New Mexico incentives.

Why This Matters

Film incentives are ultimately funded by taxpayers.

Taxpayers should reasonably expect those investments to help develop New Mexico’s own intellectual property—not simply provide locations and labor for productions originating elsewhere.

Every successful film industry eventually produces its own creators.

Georgia is developing creators.

Texas supports creators.

Canada supports creators.

New Mexico should do the same.

This Is Not a Hiring Quota

This proposal is frequently misunderstood.

It does not require studios to:

• Purchase projects

• Hire local writers

• Cast local actors

• Produce local films

Creative decisions must always remain with the studios.

Instead, this proposal requires only one thing: Access.

The opportunity to be considered.

No guarantees.

No mandates regarding creative decisions.

Only a structured pathway to present professional work.

Benefits to Studios

Studios also benefit from discovering local talent.

Advantages include:

• Original stories unique to New Mexico

• Reduced development costs

• Stronger community relationships

• Improved public perception

• Access to culturally authentic voices

• Early discovery of emerging creators

Many successful creators begin in regional markets before becoming nationally recognized.

Providing structured access helps studios identify talent before competitors do.

Benefits to New Mexico

This proposal would help transition New Mexico from a production destination to a creator economy.

Long-term benefits include:

• More New Mexico-owned intellectual property

• Growth of independent production companies

• Increased investment remaining in-state

• Career advancement beyond crew positions

• National recognition of New Mexico writers and producers

• Greater retention of creative talent

Most importantly, it allows New Mexico stories to be told by New Mexicans.

Suggested Incentive Requirement

Studios receiving enhanced New Mexico film incentives should annually provide at least two of the following:

• A project pitch forum

• A screenplay review initiative

• An actor showcase

• A completed film screening for acquisition consideration

• A producer development forum

• A mentorship or incubator program

Participation standards should be determined collaboratively by the New Mexico Film Office, industry representatives, and participating studios to ensure submissions are professional, realistic, and manageable.

Conclusion

New Mexico has successfully built one of the strongest production economies in America.

The next step is building one of the strongest creative economies.

Tax incentives have brought studios here.

Now those same incentives can help open doors for the people who already call New Mexico home.

If public investment is helping build the future of film in New Mexico, then New Mexicans deserve more than jobs behind the camera.

They deserve the opportunity to stand in front of the decision-makers—with finished scripts, completed films, and original ideas worthy of consideration.

A thriving film industry is not measured solely by the number of productions it attracts.

It is measured by the number of creators it launches.

This proposal is not about requiring studios to say yes.

It is about ensuring that New Mexico creators finally have a chance to be heard.

Some products become favorites for a reason.

All•Best Sellers•Cedar Essence Oils•Incense, Reed Diffusers & Sprays•Body Lotions & Moisturizers•Soaps, Bath Soaks & Washes•Sachets•Candles•Hair Products•Face & Lips•Online Gift Cards

Some products become favorites for a reason.

These six Clear Light Cedar essentials have earned their place among our customers’ most-loved purchases—bringing the grounding scent of New Mexico cedar into daily rituals, homes and quiet moments of renewal.

1. Cedar & Piñon Incense Cones — 36 Count

Fill your space with the warm, woodsy aroma of cedar and piñon. These easy-to-burn cones create an inviting atmosphere for meditation, relaxation or simply making your home feel more peaceful.

2. Cedar Essence Oil — 1 oz.

Our signature New Mexico cedar aroma in a versatile, concentrated oil. Add a few drops to a diffuser, use it to refresh natural materials or incorporate it into your own personal grounding ritual.

3. Deep Moisture Lotion with New Mexico Cedar — 16 oz.

Rich, comforting moisture paired with the unmistakable scent of New Mexico cedar. This generously sized lotion helps soften dry skin while turning an everyday routine into a calming moment of self-care.

4. Cedar & Piñon Spirit Sticks

Inspired by the incense logs burned at Tamaya, these handcrafted Spirit Sticks release a slow, fragrant blend of cedar and piñon. Light one when you want to reset the energy of a room, reflect or reconnect with the spirit of the Southwest.

5. Sachet of New Mexico Cedar Needles

Bring the natural scent of the high desert into drawers, closets, vehicles or bedside spaces. Each sachet contains aromatic New Mexico cedar needles for a simple, flame-free way to enjoy the essence of the land.

6. Cedar Room & Linen Spray — 8 oz.

A quick mist transforms bedding, upholstery and rooms with the clean, grounding scent of cedar. Keep it nearby whenever your space needs an instant refresh.

Which Clear Light Cedar favorite belongs in your next ritual?

Explore all six best sellers and discover the scent, texture or tradition that speaks to you.

SHOP OUR BEST SELLERS

Thank you for supporting a New Mexico small business and the work we do to share the peace, positivity and natural beauty of cedar.

With gratitude,

Keith Allen West
Clear Light Cedar
Discover peace and positivity through our unique cedar products.

Placitas RanchFest™ Announces Vendor Visitation Day at Elk Ridge Ranch

PLACITAS, N.M. — Placitas RanchFest™, the flagship event of New Mexico RanchFest®, will host an official Vendor Visitation Day on May 24 from 10 a.m. to noon ahead of the June festival, allowing prospective vendors to tour the ranch, preview booth locations, and experience the event atmosphere firsthand.

The visitation day was created in response to strong vendor interest from businesses accustomed to indoor markets and conference-style events who wanted to see the ranch setup in person. Most vendor spaces for the 2026 event have already been reserved or sold.

The event is designed to help vendors better understand the layout, guest flow, parking, setup areas, and overall experience before applying or finalizing participation. Vendors will also have the opportunity to ask questions directly, explore booth placement options, and learn more about expanded programming planned for 2026.

Interested vendors must register for free at:
https://www.clearlightcedar.com/shop/p/placitas-ranchfest-vendor-visitation-day

Placitas RanchFest™ has quickly become one of the region’s most distinctive ranch lifestyle events, combining local makers, food vendors, live music, ranch experiences, baby bison season, and Route 66 anniversary celebrations in a uniquely New Mexico setting.

“We want vendors to see exactly what makes this event special,” said Keith Allen West. “This is not a parking lot festival. It’s a real working ranch experience with an incredible atmosphere, strong community energy, and guests who genuinely come to explore, shop, and spend the day.”

The 2026 event will feature approximately 60 vendors, live entertainment, ranch experiences, elk and bison viewing opportunities, and expanded guest offerings, including VIP Ranch Pass experiences.

Vendor applications remain open online, and approved vendors will be able to select booth locations directly from the official event map.

For vendor applications and event details, visit:
https://app.joinshowup.io/apply/placitas-ranch-fest

Tickets for Placitas RanchFest™ are available at:
https://ranchfestnm.com
or
https://app.joinshowup.io/ticket/placitas-ranch-fest

Placitas RanchFest™ is presented by Clear Light Cedar.

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About New Mexico RanchFest®

New Mexico RanchFest® is a registered trademark in the State of New Mexico and serves as the parent brand for a growing series of events celebrating ranch life, local craftsmanship, and community across the state. Founded by Keith Allen West, the brand is rooted in Placitas, New Mexico, and continues to expand while maintaining its connection to land, culture, and place. New Mexico RanchFest™ is the subject of a pending federal trademark application with the USPTO.

Back to the ranch: Placitas RanchFest™ returns this summer

by Rodd CaytonApril 27, 2026

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An adult bison and a calf taking a stroll. Bison are new at the Elk Ridge Ranch, site of the June 20 Placitas RanchFest.

Placitas RanchFest is back, bigger and bringing babies.

The June 20 affair is the second iteration and first as the flagship event of New Mexico RanchFest, which organizers say is rooted in ranch life, local culture, and community connection. West said more than 1,200 attended the first RanchFest. “Last year was more successful than we’d hoped,” he told the Sandoval Signpost. “From that, we’ve learned how to make this year’s run even smoother — better vendor locations, bigger name musicians, and the addition of bison on the ranch with our elk will make this even more fun.”

An adult bison and a calf taking a stroll. Bison are new at the Elk Ridge Ranch, site of the June 20 Placitas RanchFest.

Keith Allen West, creator of the event and owner of New Mexico RanchFest, says he wants to highlight New Mexico’s creative souls at festivals across the state. “What started as a single-day gathering has grown into something much larger,” he said in a news release. “A platform to showcase makers, musicians, and ranch traditions in an authentic and elevated way.”

The 2026 event, at Elk Ridge Ranch, 772 State Route 165, will feature live music from New Mexico artists, a vendor market of local artisans, food and beverage offerings from regional establishments and ranch tours and animal experiences. It runs from 11 a.m. to 4 p.m. Admission is $5 and parking is $15.

“Adding to the magic of the day, Elk Ridge Ranch is expecting the arrival of new elk and bison calves in the weeks leading up to the event,” West said. “Guests may have the rare opportunity to witness these young animals as part of their first summer on the ranch — an authentic and memorable glimpse into the rhythms of ranch life in New Mexico.”