ADC Launches Mena Certification Program to Support Middle Eastern and North African Entrepreneurs in the US
In July 2023, the ADC (American-Arab Anti-Discrimination Committee) launched a Mena certification program aimed at recognizing Middle East and North Africa heritage businesses in the United States. Prior to the launch, many Mena entrepreneurs faced challenges such as denial or lack of a dedicated Mena option in existing minority-certification schemes.
The program has already certified about two dozen Mena-owned brands during its early phase, with more brands, including Yaza Labneh, in the pipeline. Certification offers tangible business benefits, such as reducing costs by enabling participation in retailer diversity programs and potentially waiving or reducing shelving and slotting fees with major chains like Kroger and Target.
Examples of brands connected to the program include Zesty Z and Zwïta (now Mena-certified), Afia (which previously faced certification obstacles), Ziba (Afghan origin), and Better Sour. These brands are sold in outlets like Whole Foods, Erewhon, and Ralph’s.
The ADC certification criteria involve documentary verification such as birthplace, passports, and family trees, combined with a case-by-case assessment to establish a valid Mena connection. This approach avoids vague distinctions of being “Middle East enough.”
The certification aims to broaden market access, including potential eligibility to bid on local and federal contracts. Additionally, a Mena box is planned for the 2030 census, and the National Minority Supplier Development Council (NMSDC) is considering expanding minority definitions to include Mena by 2025.
