An NPR interviewee was asked why Americans are so against the thought of eating horsemeat. He gave kind of a lame response, saying, more or less, that we think of horses as pets.
Avid readers know it's more than that. Horses have always been an essential part of our most heroic and romantic stories. In our fantasies, princes come riding in on horses, not on cows or pigs. The Charge of the Light Brigade would have been pretty silly on chickens.
There's a good reason no one ever wrote novels with these titles:
The Black Sirloin
My Friend Filet
The Red Pork
Porgy of Chincoteague
The Holstein Whisperer
So, New Mexico, why not consider packing some other kind of meat? You have rattlesnakes, don't you? I'd eat that.