Walmart is expanding its support for U.S.-made products as part of a broader strategy to grow the pipeline of domestically made goods and reduce exposure to tariffs and global trade disruptions, the company told Axios Tuesday.
The retailer unveiled a new program, “Grow with US,” and released details about its upcoming 2025 Open Call event, both aimed at making it easier for American entrepreneurs to bring their products to a national stage.
“We anticipate thousands of small businesses will take advantage of these free resources over the coming years,” said John Furner, president and CEO of Walmart U.S.
The “Grow with US” program features a four-step structure that offers training, mentorship, and other resources to help small businesses scale and meet Walmart’s retail standards. The initiative joins similar programs like “Crece con Walmart” in Mexico and “Vriddhi” in India, which have helped graduate 70,000 small businesses over the past four years.
To participate, U.S. businesses can register by submitting a Small Business Administration certification or by requesting verification directly through Walmart.
The annual event gives small and medium-sized businesses a chance to pitch their shelf-ready products to Walmart and Sam’s Club buyers. Selected items could end up on shelves at Walmart, Sam’s Club, or online through Walmart.com and Walmart Marketplace.
