New Mena Minority Certification Program Aims to Empower Entrepreneurs
The Arab Diversity Coalition (ADC) launched a Mena minority certification program in July 2023, officially introducing it around that time to boost recognition and support for Mena-heritage brands.
About two dozen brands have received certification during the program's early soft launch phase, including Zwïta. Yaza Labneh is also in the pipeline for certification.
Some Mena entrepreneurs had previously been excluded from existing minority-certification programs; for instance, the founder of Zesty Z was denied certification on the grounds of being Caucasian.
Certification under the ADC program has tangible benefits for small consumer packaged goods (CPG) brands, such as reducing costs by qualifying them for retailer diversity programs and potential fee waivers or promotional opportunities during heritage months. Retailers noted with such programs include Erewhon, Ralph's, Kroger, and Target.
The ADC certification criteria involve verification of passport, birthplace, or family-tree details, with individual assessments raising questions on how "Mena" is defined.
Historically, the National Minority Supplier Development Council (NMSDC) did not include Mena groups and has acknowledged discrimination post-9/11. A strategy committee formed in 2025 is expected to consider expanding the definition to include Mena.
The program's goal is to increase awareness and representation by fostering inclusive eligibility across all Mena religions, ethnicities, and races. Future plans include relocating program information to the Arab American ERG site and adding a Mena category on the 2030 census. There is also potential for certified businesses to bid on local and federal contracts.
Despite these efforts, a significant access to capital gap remains for Mena founders. According to a March 2024 Carta report, women founders receive about 2% of venture capital funding, while Mena founders receive approximately 0.7%.
No Israeli-owned businesses have applied for Mena certification yet, with ADC emphasizing that the certification is a non-political process focused solely on economic empowerment.
