Duke Rodriguez (R), a longtime New Mexico health care executive and one of the state’s most prominent marijuana industry figures, has officially entered the race for governor.
Rodriguez announced his candidacy through a paid newspaper message rather than a formal launch event, saying he preferred to begin engaging voters directly instead of staging a traditional campaign kickoff. He joins a growing Republican primary that already includes State Senator Steve Lanier of Aztec and Rio Rancho Mayor Gregg Hull. On the Democratic side, the race includes former U.S. Interior Secretary Deb Haaland, Second Judicial District Attorney Sam Bregman, and former Las Cruces Mayor Ken Miyagashima.
Before becoming a cannabis executive, Rodriguez served as secretary of New Mexico’s Human Services Department under former Governor Gary Johnson, overseeing programs tied to Medicaid and public assistance. He has also held senior leadership roles within New Mexico’s health care system, experience his campaign frames as central to addressing persistent challenges in health access and affordability.
Rodriguez is currently president and CEO of Ultra Health, the largest marijuana company in New Mexico, a position that has made him a familiar figure in state policy debates. Under his leadership, the company expanded rapidly during the medical marijuana era and remained a dominant player following adult-use legalization. He has been outspoken on regulatory issues and has not hesitated to challenge state leadership when he believed policy decisions threatened industry stability or patient access.
In outlining his platform, Rodriguez emphasized guaranteed health care, expanded nutrition assistance, and broader government reform. He argued that New Mexico’s struggles stem less from a lack of resources than from inefficient management, positioning himself as a business-minded candidate focused on execution rather than ideology.
With more than a year until the primary, Rodriguez’s entry sets the stage for a competitive race where his deep ties to both health care and the marijuana industry are likely to be central themes.
