ADC Launches Dedicated Mena Minority Business Certification to Support Entrepreneurs
The Arab Diversity Council (ADC) launched a dedicated Mena minority business certification program in July 2023, designed to support entrepreneurs from the Middle East and North Africa who historically faced challenges in obtaining certification from major bodies like the National Minority Supplier Development Council (NMSDC) and the Small Business Administration (SBA).
Before ADC’s program, many Mena entrepreneurs were denied certification or misclassified, with some being incorrectly labeled as “Caucasian” despite their Lebanese or other Mena heritage. Certification decisions are made on a case-by-case basis to better reflect true origins.
The certification aims to lower costs for small consumer packaged goods brands by reducing or waiving shelf-space and slotting fees, in addition to supporting retailer promotions. Retailers such as Erewhon and Ralph’s have run diversity programs favoring certified Mena brands. Currently, around two dozen Mena-owned brands have been certified during the initial soft launch, including Zesty Z from Brooklyn, Afia in Austin, Zwïta in Houston, and Better Sour in Hawaii, with Yaza Labneh in Whole Foods soon to be added.
ADC’s certification criteria involve verifying passports, places of birth, and family trees to avoid debates about being "Middle East enough." The process remains case-by-case while seeking to maintain clear standards without political considerations.
Executive Director Abed Ayoub explained that the program aims to expand beyond consumer products to include roughly 25,000 community business owners in sectors such as construction, beauty services, legal fields, and restaurants. A planned 2030 census box for Mena will improve visibility and offer better contracting opportunities.
Although the certification is new and not yet fully adopted by all retailers, Ayoub encourages eligible businesses—including Israeli-owned enterprises—to apply, emphasizing that there is no political requirement. This approach aims to empower economic growth and representation without aligning with political concerns.
Discussions continue at NMSDC regarding expanding minority definitions in 2025, while ADC seeks to maintain a clear separation between policy and business operations to enhance Mena representation in the marketplace.
