Made in America push

Walmart is expanding support for American-made products through new programs to help small businesses, a move that could help insulate the world's largest retailer and consumers from the effects of tariffs and ongoing trade tensions.

On April 29, 2025, Walmart unveiled its "Grow with US" program, a four-step initiative designed to provide U.S. small businesses with the training, mentorship, and resources they need to work with the retail giant. The program announcement comes as part of Walmart's expanding commitment to small business development, joining existing initiatives including "Crece con Walmart" in Mexico and "Vriddhi" in India.

John Furner, Walmart U.S. president and CEO, told Axios that the company anticipates "thousands of small businesses will take advantage of these free resources over the coming years." The initiative represents a significant investment in domestic manufacturing capabilities just four days ago.

Small business focus amid manufacturing push

More than two-thirds of Walmart U.S. total product spend is on items made, grown, or assembled in the United States, according to company data. In fact, over 60% of Walmart U.S. suppliers are small businesses.

Walmart previously announced in 2021 that it planned to spend an additional $350 billion by 2030 on items made, grown, or assembled in the U.S., which the company estimated would help generate 750,000 jobs nationwide. The new program further strengthens this commitment while addressing market challenges.

According to Walmart CFO John David Rainey, speaking at the company's investment community meeting earlier this month, "The third that we import comes from all over the world, but China and Mexico are the most significant." This statement highlights the strategic importance of diversifying supply chains.

Program structure and implementation

The Grow with US program features a structured four-step approach to help domestic manufacturers navigate retail complexities:

Step 1: Learn — Walmart's Supplier Academy offers a free, tailored curriculum designed to help small businesses succeed in Walmart's U.S. stores and online Marketplace. The program includes 30 e-learning modules across four distinct learning paths including Welcome to Walmart 101, Retail Ready Capabilities, Business Fundamentals and Advanced Learning.

Step 2: Get Discovered — Businesses can showcase their products through Walmart's product discovery opportunities, including the annual U.S. Open Call, RangeMe product discovery tool or Walmart Marketplace.

Step 3: Mentorship — Select participants are matched with experienced mentors to help navigate the retail landscape.

Step 4: Financing — Eligible small businesses can apply for financial support through Walmart's Early Payment Program and Bridge Marketplace.

Case study in supplier growth

When Milo's Tea opened the door to their newest manufacturing facility in Spartanburg, South Carolina, last week, Chair & CEO Tricia Wallwork reflected on their growth with Walmart. What began with the humble act of hand-delivering Milo's tea to a single store in Birmingham, Alabama, has since grown to include four manufacturing and distribution facilities, over 1,000 local jobs and placement in nearly every Walmart store across America.

This example illustrates the potential impact of Walmart's supplier development initiatives on job creation and business expansion. Industry analysts note that such growth trajectories could become more common with formalized support mechanisms.

Open Call 2025: Direct access to buyers

In addition to Grow with US, Walmart recently announced that applications for its annual Open Call event will open June 24, 2025. Open Call offers U.S.-based small and medium-sized businesses the chance to pitch their shelf-ready products — made, grown or assembled in the United States — directly to Walmart and Sam's Club merchants. While the event takes place October 7-8, 2025, in Bentonville, Arkansas, aspiring suppliers don't have to wait to see if they'll get an opportunity to pitch their products to Walmart.

During Small Business Month, Walmart is coming to innovators and entrepreneurs with pop-up pitch events that give them the chance to meet with Walmart buyers, get real-time feedback and potentially score a fast pass to the main event in Bentonville.

This year's Road to Open Call events will be held:

• May 1: Orlando, FL
• May 9: Kansas City, MO
• May 13: Baltimore, MD
• May 21: Austin, TX

Additional events are scheduled for:

• June 18: Columbus
• June 24: Atlanta

The announcement coincides with ongoing debates about domestic manufacturing capacity and supply chain resilience. According to Jon Elder, who helps brand owners scale on Amazon, "Walmart is the king of jumping on opportunities. Amazon is obviously on team China, so Walmart saw an opportunity of a lifetime."

In a recent LinkedIn post, Elder noted that Walmart "just announced a new 'Grow with US' program that is designed to help small businesses by heavily expanding their catalog and overall presence on their site."

Retail analysts point out that this initiative occurs against a backdrop of increased scrutiny of global supply chains and growing consumer preference for domestically produced goods. The timing aligns with broader economic and political trends favoring reshoring of manufacturing capabilities.

Registration and verification process

U.S. small businesses interested in participating in Grow with US can get started by registering with Walmart as a small business by providing a voluntary SBA certification or requesting small business verification through Walmart. This verification process helps ensure that benefits reach the intended recipients while maintaining program integrity.

The company defines eligible businesses according to Small Business Administration's Industry Size Standard, allowing for industry-specific qualification parameters rather than a one-size-fits-all approach.

Industry impacts and competitive landscape

The initiative represents a significant development in the retail sector's approach to supplier diversity and domestic manufacturing. Market observers note potential ripple effects throughout various manufacturing segments, particularly in consumer packaged goods, textiles, and durable goods categories.

Elder's analysis suggests broader competitive implications: "Many incorrectly look to TikTok as the 'savior' of the battered Amazon seller world, but they should be looking to Walmart. They are the only viable competitor to Amazon in 2025. In terms of embracing Made in America, it shouldn't come as a surprise as over 60% of their suppliers are USA small businesses."

Timeline of Walmart's American manufacturing initiatives

• Pre-2021: Sam Walton establishes "Buy American" as a company priority
• 2021: Walmart announces plan to spend additional $350 billion on American-made products by 2030
• April 2025: CFO John David Rainey confirms more than two-thirds of products are made, grown or assembled in the U.S.
• April 29, 2025: Launch of "Grow with US" program announced
• May 1-21, 2025: First four "Road to Open Call" events scheduled across U.S. cities
• June 18-24, 2025: Additional "Road to Open Call" events in Columbus and Atlanta
• June 24, 2025: Applications open for annual Open Call event
• October 7-8, 2025: Open Call event to be held in Bentonville, Arkansas