New Minority Certification Program Launched for Mena Entrepreneurs to Boost Market Inclusion
In July 2023, ADC introduced a minority certification program specifically for entrepreneurs of Mena heritage, which officially launched three months before the Hamas attack in October 2023. Historically, Mena heritage entrepreneurs rarely qualified for existing minority certifications such as those offered by the NMSDC or SBA, often facing misclassification or outright rejection.
As of August 2024, approximately two dozen Mena-owned brands have been certified through the ADC program, with more companies like Yaza Labneh in the pipeline. Early beneficiaries include Zwïta and Afia. This certification can help reduce retailer costs by lowering or waiving shelving and slotting fees, as well as enabling promotions. Brands like Ziba are now sold in major chains such as Erewhon and Ralph’s, and some stores highlight Mena brands during heritage months.
To verify Mena heritage, the ADC program uses criteria including passports, place of birth, and family trees, with decisions made on a case-by-case basis during this early phase. Meanwhile, the NMSDC is considering expanding its definition in 2025 to include Mena entrepreneurs, acknowledging the current exclusions in traditional minority certifications.
Notably, as of August 2024, no Israeli-owned businesses have applied for Mena certification. The ADC affirms that all eligible applicants will be considered and states that they separate politics from the certification process. The initiative emphasizes economic empowerment and representation rather than political objectives, aiming to broaden awareness and inclusion of Mena founders in the market.
