Our Mission, Vision, and Values

Our Mission

For over 80 years, Rivera Family Funerals & Cremations has remained family-owned and committed to providing the residents of Northern New Mexico with gentle, compassionate care; continuous grief support; and uniquely personalized funerals, memorial services, and products at an outstanding value.

Our Vision

Through the indispensable community service of death care, we aspire to touch the hearts of our community. We aim to authentically honor and celebrate the sacred lives of our neighbors and friends; leave the world a greener place through environmentally-friendly products and practices; and forge lifelong relationships based on emotional nourishment, genuine tenderness, and shared humanity.

Our Values


As neighbors, friends, and family members to those we serve, we strive to develop a high level of public trust and to give back to our community by supporting local charities, organizing local community events, and recognizing local community members who are making positive contributions.


Following the Golden Rule, we consider the well-being and shared interests of our families, clergy, medical professionals, cemetery staff, governmental agencies, co-workers, other funeral professionals, community, and local press when striving to create empathetic, win-win outcomes.


We conduct ourselves to the highest standards of integrity, competence, and professionalism in honor of the deceased and in service to their families, and we seek never to invoke unfavorable remarks or mindsets toward the funeral industry, our company, or our professionals.


Through honesty, kindness, reliability, and gratitude, we create a strong familial work culture, and thereby foster genuinely wholehearted and generous relationships with the families we serve.


Holding fairness and sensitivity in the highest regard, we honor, value, and respect every family we serve, regardless of creed, religion, socio-economic status, lifestyle and customs, sexual orientation, race, age, political affiliation, physical disability, or gender identity.