ADC Launches Mena Minority Business Certification to Support Entrepreneurs
In July 2023, the American Arab Anti-Discrimination Committee (ADC) launched the Mena minority certification to support entrepreneurs of Middle Eastern and North African heritage. The certification began with an early soft launch, certifying about two dozen Mena-owned brands such as Zesty Z, Afia, and Zwïta.
Previously, Mena heritage entrepreneurs often faced exclusion from existing minority certifications provided by organizations like the National Minority Supplier Development Council (NMSDC) or the Small Business Administration (SBA). Instances of misclassification and discrimination, particularly following the events of 9/11, highlighted the need for a dedicated certification process.
The new certification aims to reduce business costs for small consumer packaged goods (CPG) brands by lowering or waiving shelf and slotting fees and enabling participation in targeted promotions within retailers’ diversity programs. ADC's criteria require applicants to provide verifiable connections to Mena heritage, such as passports, birthplaces, or family trees, with each case assessed individually. The process explicitly avoids using DNA-based determinations and carefully considers the complexities of defining Mena identity.
NMSDC is currently considering expanding its minority definition to include Mena businesses by 2025, though this expansion is not yet finalized. Existing NMSDC rules require that a grandparent be from a historically discriminated race, which has thus far excluded Mena entrepreneurs.
Approximately 24 brands have been certified so far, with more in the pipeline including Yaza Labneh. The ADC intends to extend certification beyond food sectors to possibly reach up to 25,000 community-based business owners across various industries.
The initiative focuses on raising awareness and improving representation rather than engaging in politics. Notably, the 2030 census will include a Mena category for the first time. This certification also opens future opportunities for Mena-certified businesses to bid on local and federal contracts, contingent upon retailer and government adoption.
