New Minority Business Certification Program Launched for Mena Entrepreneurs
In July 2023, the Arab American Democratic Council (ADC) launched a Mena-focused minority business certification program aimed at supporting entrepreneurs of Middle Eastern and North African heritage. The program has completed an early soft launch, certifying about two dozen brands, including Yaza Labneh, with more applications underway.
Historically, major certifiers like the National Minority Supplier Development Council (NMSDC) and the Small Business Administration (SBA) did not recognize Mena heritage. Some applicants experienced rejection or misclassification as white, a reflection of post-9/11 discrimination. The NMSDC is considering expanding its definitions to include Mena heritage starting in 2025.
The certification program is designed to reduce costs for small consumer packaged goods (CPG) brands by unlocking access to retailer diversity programs. Participating chains may waive or reduce shelf or slotting fees and offer promotional support during heritage months. Certified brands include Zesty Z (Brooklyn pita chips), Zwïta (Houston harissa and shakshuka), Afia (Falafel/Kibbeh in Austin), Ziba (Afghan nuts and dried fruits), and Better Sour (Iranian American gummy brand).
Applicants must provide proof of Mena connection through documents such as passports, birthplaces, or family trees. The certification decisions are made case by case to avoid contentious debates over who qualifies as 'Middle East enough.'
The program aims to serve approximately 25,000 Mena business owners across various sectors and plans further expansion. Information about the program will be moved to the Arab American Employee Resource Group site. Notably, the 2030 U.S. census will include a Mena box for the first time.
Israel-owned businesses have not yet applied for Mena certification; the evaluation process is conducted on a non-political basis with a focus on economic empowerment.
This initiative occurs amid broader diversity, equity, and inclusion (DEI) debates and persistent funding gaps for Mena founders. Data from Carta in March 2024 indicates that women founders secure roughly 2% of venture capital funding, while Mena founders receive about 0.7%. This certification program aims to help address these disparities by enhancing business opportunities for Mena entrepreneurs.
