New Certification Program Boosts Visibility for Mena-heritage Entrepreneurs
The Arab-American community's nonprofit, ADC, launched the Mena certification program in July 2023, officially establishing it approximately three months before the Hamas attack in October 2023.
This certification program aims to economically empower Middle Eastern and North African (Mena) entrepreneurs by recognizing their heritage and providing business benefits.
Around two dozen Mena-heritage brands have already been certified during the program's early soft launch, with more companies expected to join. Notable certified brands include Zesty Z, a Brooklyn-based pita chip company; Zwïta, offering Houston-made harissa and shakshuka; Afia, providing Syrian falafel and kibbeh; and Ziba, specializing in Afghan nuts and dried fruits.
ADC designed the certification to address challenges faced by Mena entrepreneurs who have previously been misclassified or rejected by other minority business certifiers. For instance, Alexander Harik of Zesty Z was told he was Caucasian, demonstrating difficulties in existing systems.
Achieving certification can lower retailers' shelf fees and enhance marketing support, thereby helping small Mena brands compete with larger players. The certification relies on verification criteria such as passport, birthplace, and family-tree documentation, applied on a case-by-case basis to confirm Mena heritage.
Importantly, the ADC's initiative emphasizes economic empowerment with non-religious and non-political goals. No Israeli-owned businesses have applied for the certification thus far.
According to Carta's March 2024 data cited by ADC, women founders receive only about 2% of venture capital funding, while Mena founders receive approximately 0.7%, underscoring disparities the program seeks to address.
Looking ahead, the program aims to enable Mena-certified businesses to bid on local and federal contracts. Information about Mena certification is planned to be hosted on the Arab American Employee Resource Group website, facilitating broader access and recognition.
