ADC Launches Mena Certification Program to Support Middle Eastern and North African Entrepreneurs in the US
In July 2023, the Arab-American Digital Center (ADC) launched a Mena certification program designed to formally recognize businesses with heritage from the Middle East and North Africa operating in the United States. About two dozen Mena-owned brands have been certified during the program's initial phase, with others such as Yaza Labneh and Zwïta either awaiting or having recently achieved certification.
This certification offers benefits particularly valuable to small consumer packaged goods (CPG) brands, including reduced or waived shelf fees and promotional support from retailers, which can significantly lower business costs. Certified brands include Brooklyn-based Zesty Z (pita chips), Zwïta from Houston (harissa and shakshuka), Austin's Afia (falafel and kibbeh), Ziba (Afghan nuts), and Better Sour from Hawaii (gummies).
The ADC evaluates applicants' connections to the Mena region based on factors such as passports, birthplaces, or family trees on a case-by-case basis, deliberately avoiding defining rigid criteria of who qualifies as "Middle East enough." The program plans to scale its reach to approximately 25,000 community business owners across various sectors and aims to expand beyond food-related industries into areas like construction and beauty services.
Historically, the National Minority Supplier Development Council (NMSDC) has been responsible for certifying minority-owned businesses. A strategy committee is expected to consider broadening minority business definitions in 2025 to encompass Mena heritage. Although Israeli-owned businesses have not yet applied to the ADC program, the ADC emphasizes that all applicants will be evaluated fairly without political bias.
While participation in the certification is not mandatory, many small brands find that it improves access to capital, enhances retail partnerships, and provides cost relief through diverse retail programs, contributing to stronger support for Mena entrepreneurs in the US marketplace.
