ADC Launches MENA Minority Certification to Boost Economic Empowerment
In July 2023, the Arab American Democratic Council (ADC) launched a minority business certification specifically for Middle Eastern and North African (MENA) entrepreneurs. By August 2024, about two dozen MENA-owned brands had been certified, with more, such as Yaza Labneh, in the pipeline.
Before the ADC's initiative, MENA entrepreneurs were unable to certify with established bodies like the National Minority Supplier Development Council (NMSDC) or the Small Business Administration (SBA), with some applicants being incorrectly told they were Caucasian or otherwise not recognized as minorities. The MENA certification seeks to address this gap, aiming to empower approximately 25,000 community business owners across various sectors including construction, beauty services, law, and restaurants.
Certification offers tangible benefits for small consumer packaged goods brands by reducing shelf and slotting fees in retail stores and enabling participation in retailer diversity programs. Some retailers promote certified brands during heritage months, with April being identified as a MENA heritage month. Examples of certified brands include Zesty Z, based in Brooklyn and founded by someone of Lebanese heritage, which initially faced rejection; Zwïta in Houston with Tunisian roots; Afia from Syria, which encountered prior obstacles; Ziba, an Afghan-owned brand selling in Erewhon and Ralph’s; and Better Sour, an Iranian American brand based in Hawaii.
ADC Executive Director Abed Ayoub, who led the MENA certification effort, emphasizes that the initiative is non-political and focused solely on economic empowerment. No Israeli-owned businesses have applied yet, but ADC stated such applications will be processed if submitted.
NMSDC’s Constance Jones highlighted that since its founding in the 1970s, the council historically did not include MENA individuals, but it has established a 2025 strategy committee to consider expanding its definition to encompass MENA communities.
Looking ahead, a MENA category will appear on the 2030 census for the first time, potentially enhancing recognition and eligibility for MENA-certified businesses to bid on local and federal contracts. This development could significantly influence future opportunities.
The certification program is situated within broader concerns about diversity, equity, and inclusion (DEI) and underrepresentation in funding. A Carta report cited notes that women founders receive about 2% of venture capital funding, while MENA founders obtain roughly 0.7%, underscoring the certification’s purpose to improve access to capital and reduce barriers within the entrepreneurial ecosystem.
