As part of what some analysts are dubbing the "Trump Effect" and amid a rising tide of economic nationalism in the United States, Walmart has announced a renewed commitment to domestically manufactured products. This Tuesday, the retail giant unveiled new programs aimed at supporting small businesses, marking a significant step in their local sourcing initiatives.
In an exclusive report to Axios, Walmart introduced its "Grow with US" initiative—a four-stage platform designed to train and support American entrepreneurs as they scale their businesses within Walmart's commercial ecosystem. This move, applauded by Trump on social media, aims to ease the introduction of new American products to Walmart shelves and to shield both the company and its customers from potential trade disputes and tariffs, according to the publication.
"We expect that thousands of small businesses will benefit from these free resources in the coming years," stated John Furner, President and CEO of Walmart U.S. He emphasized that over 60% of their U.S. suppliers will be small businesses in 2024. This new program complements Walmart's global efforts to enhance local supplier development, such as "Crece con Walmart" in Mexico and "Vriddhi" in India, which have supported 70,000 small businesses over four years.
Additionally, this strategy aligns with Walmart's 2021 plan to invest $350 billion by 2030 in products made, grown, or assembled in the U.S., aiming to create approximately 750,000 jobs nationwide. Currently, more than two-thirds of products in Walmart U.S. stores are domestically sourced, although the company still imports a significant portion from China and Mexico, as noted by CFO John David Rainey.
Further bolstering this initiative, Walmart confirmed that its annual "Open Call 2025" event will take place from October 7-8 in Bentonville, Arkansas. Starting June 24, applications will open for American small and medium-sized businesses to pitch ready-for-sale products to Walmart and Sam’s Club buyers, according to Rainey. Some of these products might be chosen for nationwide distribution in physical stores and online platforms like Walmart.com or Walmart Marketplace.
In addition, traveling presentation events will be hosted in several U.S. cities throughout May, coinciding with Small Business Month. These activities will serve as a prelude for potential Open Call participants, who may receive preferential access to the main event. This move appears to align with the political and economic climate that supports strengthening the domestic market under the controversial Trump administration.
Frequently Asked Questions about Walmart's Support for American-Made Products
What is Walmart's "Grow with US" initiative?
"Grow with US" is a four-stage platform launched by Walmart to train and support American entrepreneurs in growing their businesses within Walmart's ecosystem.
How does Walmart's new program benefit small businesses?
The program offers free resources that thousands of small businesses are expected to utilize, helping them introduce new products to Walmart's shelves and navigate potential trade challenges.
When and where is the "Open Call 2025" event?
The "Open Call 2025" event will be held from October 7-8 in Bentonville, Arkansas, where small and medium-sized businesses can present their products to Walmart and Sam’s Club buyers.