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Loving is in Eddy County, and in the Southeast New Mexico region. Loving is located on US Hwy 285, and south of Carlsbad.

In 1908, Loving was named for the family that established the Goodnight-Loving cattle trail with Charles Goodnight. Prior to that time Swiss immigrants settled the area in 1891. They were farmers and farming was the staple of Lovings economy until oil was discovered in the 19th century. Agriculture is still important and Lovings horizon features a large cottonseed oil mill and two gins.

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