ADC Launches First Mena Minority Business Certification Program in the U.S.
In July 2023, the American-Arab Anti-Discrimination Committee (ADC) initiated the first formal certification program for Middle East and North African (Mena) heritage businesses in the United States.
This dedicated Mena minority certification program addresses previous barriers faced by entrepreneurs, such as being misclassified as Caucasian or rejected due to the absence of a Mena category. The program applies case-by-case verification, considering passports, birthplaces, and family trees, avoiding ambiguous eligibility criteria based on subjective notions of being “Middle East enough.”
During its early soft launch, approximately two dozen Mena-owned brands have been certified, including Zwïta, with others like Yaza Labneh pending certification. The program benefits small consumer packaged goods (CPG) brands by reducing operating costs through lower shelf- and listing-fees and enabling retailer-funded promotions aligned with diversity initiatives and heritage months.
Food-sector beneficiaries include brands like Ziba, specializing in Afghan products; Afia, known for Syrian falafel and kibbeh; and Better Sour. Broader consumer data highlights the underrepresentation of Mena founders in venture capital funding, constituting roughly 0.7% according to a 2024 Carta report.
Officials stress that the certification focuses on economic empowerment and ensuring representation in retail, steering clear of political or religious affiliations. Discussions are ongoing about whether Israeli-owned businesses might qualify under the program.
Looking ahead, the ADC aims to expand the certification to reach around 25,000 Mena-heritage business owners across various sectors, helping them gain competitive opportunities for local and federal contracts. The anticipated 2030 census will include a Mena checkbox to support this growth trajectory.
