BBB Torch Awards

Brian Baca Memorial Award

Recognizing extraordinary veteran entrepreneurs who carry their commitment to service into the marketplace.

 

APPLICATIONS OPEN JANUARY 1ST 2026

The Brian Baca Memorial Award is the Better Business Bureau’s annual tribute to veteran-owned businesses that uphold the highest standards of ethics, leadership, and community impact. Established in memory of Brian Baca, former BBB NM & SWCO President/CEO and an unwavering advocate for trust in the marketplace, this award celebrates veteran leaders whose discipline and character extend beyond their military service into every facet of their business.

These honorees not only advance excellence in commerce but also enrich their communities through mentorship, philanthropy, and people-first values—creating a legacy of trust.

Champions of integrity

Highlighting veteran-owned businesses whose service mindset drives ethical leadership and trust in every transaction. Their commitment strengthens the fabric of our communities.

From service to stewardship

Recognizing veterans who have transformed battlefield discipline into boardroom excellence—uplifting employees, customers, and neighbors through principled action and vision.

Leading with character

Celebrating veteran-owned organizations that carry their commitment to service into the business world, fostering trust and advancing ethical leadership.

Award criteria:

The BBB has distilled our deliberate focus on trust and ethics into four C's: Character, Culture, Customers, and Community. These criteria outline the leadership's character, the fostering of an authentic culture, the organization's prioritization of customer relationships, and the impact made in the community.

Eligibility 

The Brian Baca Memorial Award is open to for-profit, 501(c)(3) and 501(c)(6) non-profit organizations of all sizes located within BBB’s service area, the State of New Mexico and ten counties in Southwest Colorado. To confirm you are eligible, contact Andres Trujillo at 505-346-5110 or atrujillo@bbbsw.org.

 

  • Business/organization must be 51% or more veteran owned

A company is not eligible if any of the following conditions apply:

  • They have earned less than a "B" rating from BBB;
  • There are indications they have not met their financial obligations;
  • No active issues: Businesses are ineligible if they are subject to current government actions or BBB investigations;
  • They are a government agency

We look forward to receiving your application and celebrating the outstanding organizations that exemplify ethics and integrity in our community.