New MENA Minority Certification Program Empowers U.S. Businesses of Middle Eastern and North African Heritage
In July 2023, the Arab American Diversity Council (ADC) launched a minority certification program specifically for U.S. businesses of Middle Eastern and North African (MENA) heritage. This initiative addresses a historic gap, as MENA entrepreneurs have often been denied recognition or misclassified by established bodies such as the National Minority Supplier Development Council (NMSDC) and the Small Business Administration (SBA), with some even incorrectly categorized as Caucasian despite Lebanese or other MENA heritage.
The certification process involves verifying connections to MENA heritage on a case-by-case basis through documents such as passports, birthplaces, and family lineage, rather than relying on DNA testing. Since the early soft launch, approximately two dozen MENA-owned brands have been certified by ADC. For instance, Zwïta in Houston is now officially MENA-certified, and Yaza Labneh is slated for certification.
Achieving MENA certification can offer significant benefits for small consumer packaged goods brands, including reduced costs by lowering shelf or slotting fees and enabling retailers to run promotions during heritage-month campaigns. Brands like Ziba and Zesty Z are pursuing this certification to gain better retailer access and earn formal recognition.
Looking ahead, the NMSDC is contemplating expanding its minority definition to include MENA entrepreneurs in 2025, which marks a shift from previous policies influenced by post-9/11 discrimination perceptions. Additionally, the 2030 U.S. census will incorporate a MENA category for self-identification, potentially allowing MENA-certified businesses to compete for more local and federal contracts in the future.
Key figures such as ADC's Abed Ayoub and NMSDC's Constance Jones emphasize that the certification's primary purpose is economic empowerment and access rather than political statements. This program marks an important step in addressing long-standing underrepresentation and fostering economic growth for MENA heritage businesses in the U.S.
