New Certification Program Supports MENA Minority Entrepreneurs
In July 2023, the ADC launched a MENA minority certification program aimed at recognizing entrepreneurs of Middle Eastern and North African heritage, a group historically overlooked by major minority-certification bodies such as the National Minority Supplier Development Council (NMSDC). During the early soft launch, about two dozen MENA-owned brands were certified. Examples include Brooklyn-based Zesty Z, Houston's Zwïta, Austin’s Afia, California's Ziba Afghan products, and Yaza Labneh available at Whole Foods. Advocate Better Sour works to raise awareness about MENA entrepreneurs.
Certification is designed to reduce retailers' costs such as shelf and promotional fees for small consumer packaged goods brands and may encourage retailer promotions during heritage months, with April noted as a MENA month. The ADC evaluates connections to MENA heritage by verifying passports, birthplaces, and family trees on a case-by-case basis, aiming to avoid vague or inconsistent standards about being “Middle East enough.”
Looking ahead, the program plans to engage about 25,000 MENA-connected business owners across various sectors beyond food, including construction and beauty services. The initiative focuses on economic empowerment and representation rather than politics; there is no requirement for applicants to align with any political stance, and Israeli-owned businesses can apply if eligible.
Additionally, the NMSDC has mentioned a potential strategy committee for 2025 to consider expanding minority definitions, indicating ongoing discussions about certification eligibility. A notable development is the inclusion of a MENA category in the 2030 census for the first time. The long-term goal of the certification program is to enable MENA-certified businesses to compete for local and federal contracts.
