New Minority Certification Program Supports Mena Entrepreneurs
ADC launched its Mena certification program in July 2023 to extend minority certification to people of Mena heritage. Prior to ADC’s program, many Mena entrepreneurs were ineligible for certification, and some brands were misclassified as white by other certifying bodies. About two dozen Mena-owned brands have been certified through the ADC program’s early phase, including Zwïta, which is certified, while Yaza Labneh is in the pipeline.
Certification criteria require proving a connection to Mena heritage through documents such as passports, birthplaces, or family trees, assessed on a case-by-case basis. ADC’s executive director, Abed Ayoub, leads the program. The National Minority Supplier Development Council (NMSDC) acknowledges a history of discrimination and is considering expanding definitions by 2025.
The certification can help reduce costs for small consumer packaged goods businesses by lowering shelf and slotting fees and enabling promotional support from retailers. Some examples of certified brands are Ziba (Afghan nuts), Zesty Z (Lebanese pita chips), Afia (Syrian falafel and kibbeh), Zwïta (Tunisian harissa and shakshuka), and Better Sour (Iranian American in Hawaii).
The initiative aims to reach approximately 25,000 Mena business owners across various sectors beyond food and plans broader community participation. The 2030 census will include a Mena box to aid recognition. In the future, certification could enable bids on local and federal contracts. ADC emphasizes that politics are not part of the certification process.
