ADC Launches Mena Minority-Certification Program to Support Entrepreneurs
In July 2023, the American-Arab Anti-Discrimination Committee (ADC) launched a Mena minority-certification program, led by Abed Ayoub of the ADC. This initiative addresses a significant gap where Mena heritage business owners were previously unable to certify through major programs such as NMSDC or SBA, with some even being misidentified as white or not recognized at all.
By the early soft-launch phase, about two dozen Mena-owned brands had been certified through this new program. Examples include Zesty Z based in Brooklyn and Zwïta in Houston, while others like Afia in Austin are pursuing certification. The ADC's certification criteria involve thorough verification processes including passport, birthplace, and family-tree documentation, with decisions made on a case-by-case basis to carefully navigate the subjective determination of being "Middle East enough."
This certification offers tangible benefits, such as lowering business costs for small consumer packaged goods (CPG) brands by reducing shelf-fee charges and enabling participation in retailers’ diversity programs. Some brands have noted additional advantages like heritage-month promotions, for example in April. However, the certification itself is not mandatory, and recognition varies among retailers, which affects how integrated the certification is within their diversity portfolios and thus its real-world impact.
Looking ahead, the 2030 census will include a Mena category for the first time, potentially allowing Mena-certified businesses to compete for local and federal contracts similar to other minority-owned enterprises. Meanwhile, broader industry discussions continue, including plans by the NMSDC to expand minority definitions to include Mena groups in 2025. These developments occur amid wider debates about diversity, equity, and inclusion (DEI) programs, funding disparities, and notably low venture-capital representation for Mena founders, which stands at 0.7% according to a Carta report.
