**United States**: Walmart unveils its Grow with US programme to provide training, mentorship, and financial resources for American small businesses, aiming to strengthen domestic supply chains and create up to 750,000 jobs by 2030 with an additional $350 billion investment.
Walmart has announced a significant expansion of its initiatives to support American-made products, unveiling the “Grow with US” programme on April 29, 2025. This four-step initiative aims to provide American small businesses with training, mentorship, and resources necessary for collaboration with the retail giant. The programme is part of Walmart’s broader commitment to small business development, complementing existing programmes like “Crece con Walmart” in Mexico and “Vriddhi” in India.
John Furner, President and CEO of Walmart U.S., stated in an interview with Axios that the company expects “thousands of small businesses will take advantage of these free resources over the coming years.” This announcement enhances Walmart’s previous commitment made in 2021 to invest an additional $350 billion by 2030 in items made, grown, or assembled in the United States, potentially generating 750,000 jobs across the nation.
The “Grow with US” programme is structured into four key steps, beginning with education through Walmart’s Supplier Academy. It offers a tailored curriculum, consisting of 30 e-learning modules across four distinct paths, including basics of retail and advanced learning strategies. Following education, businesses can gain exposure through Walmart’s product discovery opportunities such as the U.S. Open Call and the RangeMe product discovery tool. Select participants will have the advantage of mentorship from experienced professionals to further navigate the complexities of retail.
For financial aid, eligible small businesses can access support through Walmart’s Early Payment Programme and Bridge Marketplace. This comprehensive framework is indicative of Walmart’s strategic aim to strengthen domestic supply chains while addressing the challenges posed by foreign manufacturing dependencies.
An illustrative case is that of Milo’s Tea, which opened a new manufacturing facility in Spartanburg, South Carolina. Chair & CEO Tricia Wallwork noted that their journey from hand-delivering tea to just one store has burgeoned into four manufacturing and distribution facilities, creating over 1,000 local jobs and resulting in their products being available in nearly every Walmart store across the United States.
In conjunction with the “Grow with US” launch, Walmart also announced that applications for its annual Open Call event will open on June 24, 2025. This event will allow U.S.-based small and medium enterprises to present their shelf-ready products directly to Walmart and Sam’s Club merchants. The event is scheduled for October 7-8, 2025, in Bentonville, Arkansas. Furthermore, Walmart is organising pop-up pitch events during Small Business Month to enable entrepreneurs to meet with buyers and receive immediate feedback.
The timing of these initiatives coincides with ongoing discussions around domestic manufacturing and the resilience of supply chains. Jon Elder, who assists brand owners in scaling on Amazon, remarked that “Walmart is the king of jumping on opportunities,” suggesting the firm is responding to market trends that favour reshoring production capabilities.
Small businesses keen on participating in the “Grow with US” programme can begin by registering with Walmart and providing relevant certification as a small business. Walmart has defined eligibility criteria in line with the Small Business Administration’s Industry Size Standard, ensuring that the benefits of the programme reach those intended.
Overall, this initiative signifies a notable shift in retail approaches toward supplier diversity and American manufacturing. Analysts indicate that the implications could ripple across various sectors, particularly in consumer packaged goods, textiles, and durable goods. The competitive landscape appears to be evolving, with Elder positing that Walmart is positioning itself as a viable alternative to Amazon for small businesses, underscoring the trend towards domestically produced goods.
Source: Noah Wire Services
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