ADC Launches Mena Minority Certification Program to Support Entrepreneurs
In July 2023, the Arab Diversity Collective (ADC) launched a Mena minority certification program aimed at supporting businesses with Middle Eastern and North African heritage. During its soft launch, about two dozen Mena-heritage brands, including Zesty Z, Afia, Zwïta, Ziba, and Better Sour, were certified, showcasing the diversity of products within the Mena community. More brands are in the pipeline, and the next phase of the program targets up to 25,000 community business owners.
Prior to the ADC program, Mena brands were often excluded from existing minority-certification initiatives. Some applicants faced rejection or misclassification, as the National Minority Supplier Development Council (NMSDC) historically did not recognize Mena identity. To address this gap, ADC certification requires businesses to prove Mena heritage through documentation such as passports, place of birth, and family trees. Decisions are made on a case-by-case basis, with no DNA testing involved. A planned expansion in 2025 aims to broaden the definition of Mena in partnership with NMSDC.
The certification offers economic benefits by reducing costs for small consumer packaged goods brands through retailer diversity programs, which can include lower shelf or slotting fees and promotional support. Some retailers also highlight Mena-certified brands during heritage months, such as April. However, retailers’ acceptance of the certification varies and is voluntary, as certification is not mandated by law.
The program emphasizes economic empowerment and representation without political affiliation. By the 2030 census, a Mena ethnic category is expected to be introduced, which may further boost recognition. Mena-certified firms could eventually bid on local and federal contracts, depending on adoption by corporate policies rather than legal requirements.
This initiative comes amid persistent disparities in venture capital funding, with Mena founders receiving only about 0.7% of VC funds compared to 2% for women founders, according to a March 2024 Carta report.
