ADC Launches MENA Minority Business Certification to Support US-Based Entrepreneurs
In July 2023, the Arab Diversity Council (ADC) launched the MENA minority certification program to formally recognize US-based businesses owned by people of Middle East and North Africa heritage.
During the initial soft-launch phase, about two dozen MENA-owned brands have been certified, with others like Yaza Labneh awaiting certification. The program aims to expand to support up to 25,000 community business owners in the next phase.
The certification helps reduce business costs by enabling access to retailer diversity programs, which offer benefits such as shelving and slotting fee relief as well as promotional support during heritage months.
Certified brands include Zwïta (Tunisian-rooted foods), Afia (Syrian recipes), Zesty Z (Brooklyn pita chips), Ziba (Afghan nuts and dried fruits), and Better Sour (Iranian American gummies).
Applicants must prove their MENA connection through documentation such as birthplace, passports, or family trees. Each application is reviewed on a case-by-case basis, and a dedicated MENA box now appears on certification forms.
Historically, MENA business owners have faced challenges being classified as white or have been excluded from minority programs. The National Minority Supplier Development Council (NMSDC) is considering expanding its definition to officially include MENA entrepreneurs in 2025.
As of August 2024, no Israeli-owned businesses have applied for MENA certification, but applicants from all backgrounds are encouraged to apply for vetting by the ADC.
The official launch of the MENA certification program preceded the October 2023 Hamas attack by three months, aligning well with the program’s rollout.
Looking ahead, the 2030 US census plans to include a MENA checkbox for the first time, a move expected to broaden recognition and enhance contracting opportunities for MENA-owned businesses.
