What the GO TEXAN Mark Means—and Why It Matters

Texans supporting Texans. It’s a way of life in the Lone Star State. When we find a product made in Texas, one with a story and a real person behind it, we cheer it on. We want the business owner, our neighbor, to succeed. That’s just who we are.

For more than 25 years, GO TEXAN has supported products made in Texas by Texans. Today, nearly 1,800 “Partners” are involved in the program, led by the Texas Department of Agriculture and Commissioner Sid Miller.

“This program has been more than just a label,” Commissioner Miller says. “It’s a symbol of hard work, dedication, and quality that define Texas agriculture and Texas makers. From the Panhandle to the Gulf Coast, from the Piney Woods to the West Texas plains, GO TEXAN has been uniting our communities, promoting our homegrown products, and telling the world that when it comes to the best, you’ll find it right here in Texas.”

But what does GO TEXAN really mean? And what does its mark indicate about the product that carries it at the farmer’s market or grocery store? Sure, anyone and any product can claim to be Texan, but to earn the GO TEXAN certification, they must meet a specific set of criteria, explains Alicia Kimzey, GO TEXAN Coordinator for Marketing.

“If a product is made or ‘value added’ in the state of Texas, we can certify it as a Texas-made product,” Alicia says. “The best example of ‘value added’ is coffee because we don’t grow coffee in its original form in the state of Texas. So, if a Partner roasts the bean here, that’s considered changing the final nature of the product because you don’t consume [the coffee bean]—you don’t pluck [it] off the tree and eat it—you have to roast it for it actually to become the coffee.”

Furthermore, products must also be made in Texas, ensuring that only genuine Texas-made salsa, clothing, body care, candles, stationery—even moonshine—carry the famous GO TEXAN mark. You’ll find it at farmers’ markets, grocery stores, rodeos, and more: “It’s everywhere,” Alicia says, “and if you look for it, you’ll find it.”

It’s no coincidence that the largest gathering of GO TEXAN Partners and products occurs at the state’s biggest event of the year: the State Fair of Texas. Every year, for 24 days, GO TEXAN Partners fill the 30,000-square-foot GO TEXAN pavilion, selling to, educating, handing out samples to, and connecting with Texans from all walks of life who share one common goal: supporting Texas businesses.

In 2024 alone, 238,000 people visited the pavilion and purchased over 70,000 products from the General Store and Partners’ stands. “GO TEXAN fosters growth opportunities for small businesses in revenue, marketing, and reputation,” Commissioner Miller said in May. “The mark is a seal of approval that Texas consumers trust, and the success of the program and its pavilion at the State Fair is proof of that.”

For farmers, artisans, bakers, and craftsmen who aspire to turn their passion into a livelihood, GO TEXAN provides a wealth of opportunities and resources. “We like to say that we’re putting the power of Texas marketing behind [you],” Alicia says. “When you’re a single entrepreneur or just starting out as a brand owner, you want something backing you that’s bigger than just yourself, bigger than a single company.”

Being part of GO TEXAN allows a business to join an organization that helps elevate it at every stage it needs to grow. Whether it’s expanding into a new market or reaching a new audience, you’re really joining to get to that next level, and GO TEXAN provides that support.

Iconic Texas brands, including Whataburger, HEB, Kroger, and even Fort Worth & Western Railroad, are investing in GO TEXAN and its partners, supporting the program's mission to connect Texans with Texas products and businesses.

The GO TEXAN Pavilion at the 2024 State Fair of Texas had record-breaking sales, “proof that folks want Texas-made and Texas-grown products on their tables and in their homes,” Commissioner Miller says. “These numbers are a big win for our GO TEXAN partners and prove that nothing beats Texas quality, Texas pride, and Texas independence.”

“Texans love Texas,” Alicia says. “And so if there is the shape of Texas on it, I think [the mark means] trust and reputability. I think people get excited about Texas products.”

Calling all Makers, Creatives, Farmers and Dreamers

If you proudly create a Texas product, join the GO TEXAN program. 

As a Partner, not only can you put the GO TEXAN mark on your products, but you’ll also have the opportunity to:

• Sell your products at the State Fair of Texas’ GO TEXAN pavilion, Waxahachie’s Crossroads of Texas GO TEXAN Country Festival and some of the state’s largest rodeos, stock shows, festivals, events and trade shows

• Participate in the biannual GO TEXAN Expo, where you can meet buyers, network and attend seminars

• Advertise for free or at a discount in Cowboys & Indians magazine

• Connect with a regional outreach specialist who can answer questions, help you network and share opportunities with you

• Apply for the GO TEXAN Marketing Enhancement Grant Assistance (MEGA) Grant

• Sell product on the GO TEXAN Market website

• Take advantage of FREE product photography

• Participate in buyer meetings with grocers, including HEB, Whole Foods, Aldi and more

• Stay up to date on all things GO TEXAN through a monthly newsletter, Quarterly Partner Meetings and an Exclusive Partner Facebook group

  
  

Shop Partner Products on the GO TEXAN Market's Website.

Emily’s Favorite GO TEXAN Picks

Emily Hill is the grocery-loving Texan behind Texas Grocery Finds, and she’s built a loyal following by highlighting the best local products in stores. 

These GO TEXAN brands are a few of her personal favorites:

• Hardcore Carnivore: Aussie-turned-Texan Jess Pryles has a love for Texas BBQ that comes through in her meat seasonings and sausage.

• Love & Cookies: A frozen cookie dough brand with the most delicious flavors. Try the snickerdoodle and thank us later.

• Basia’s Pickles: Barbara “Basia” Marynowski shares her Polish heritage with Texans through these gourmet pickles. They’re sweet, salty, garlicky, and dilled.

• Texas Olive Ranch: A family-owned brand in South Texas has been creating olive oil for 20 years. The arbequina flavor is buttery smooth and perfect for a variety of dishes.

• Fischer & Wieser: The Fredericksburg brand known for its jams and preserves.

• Big Bayou: The best bloody mary mix, margarita mix, and cocktail sauces.

• White Rock Granola: Artisan-baked, small batch granola thats extremely tasty.

• A Second Round Glass: Upcycled, fire-polished artisan glassware made from wine bottles. Their designs are gorgeous.