Cannabis CEO Duke Rodriguez Enters Race for New Mexico Governor

OG article by Anthony Martinelli

December 17, 2025

Duke Rodriguez (R), a longtime New Mexico health care executive and prominent marijuana industry figure, has entered the race for governor. He announced his candidacy via a paid newspaper message, opting for direct voter engagement over a traditional launch. Rodriguez joins a competitive Republican primary with State Senator Steve Lanier and Rio Rancho Mayor Gregg Hull, while Democrats include former U.S. Interior Secretary Deb Haaland, Second Judicial District Attorney Sam Bregman, and former Las Cruces Mayor Ken Miyagashima. Previously, Rodriguez served as secretary of New Mexico’s Human Services Department under Governor Gary Johnson, managing Medicaid and public assistance programs. He held senior health care leadership roles, which his campaign highlights for tackling health access and affordability issues. As president and CEO of Ultra Health, New Mexico’s largest marijuana company, he led its growth through medical and adult-use legalization eras. Rodriguez has been vocal on regulatory matters, challenging state policies impacting industry stability and patient access. His platform focuses on guaranteed health care, expanded nutrition assistance, and government reform, arguing New Mexico’s challenges arise from inefficient management rather than resource shortages. Positioning himself as a business-oriented candidate emphasizing execution, Rodriguez’s health care and cannabis expertise will likely shape the race. With over a year until the primary, his entry intensifies the contest. This candidacy underscores the evolving role of cannabis leaders in politics, bringing industry insights to broader policy discussions. Supporters praise his experience in navigating complex regulations, while opponents may question ties to big cannabis. Overall, it signals potential shifts in New Mexico's governance toward practical, reform-driven approaches.