Walmart Launches 'Grow with US' Program to Boost American Made Goods

A New Commitment to American Small Businesses

Walmart, the nation's largest retailer, has launched its 'Grow with US' program, a significant initiative designed to support small businesses and promote American-made products. Announced on April 29, this program aims to help U.S.-based entrepreneurs navigate the complexities of retail and bring their products to a national stage. The initiative is part of Walmart's broader commitment to invest an additional $350 billion by 2030 in items made, grown, or assembled in the United States, a move expected to support over 750,000 American jobs.

John Furner, Walmart U.S. president and CEO, emphasized the program's potential impact, stating, 'We anticipate thousands of small businesses will take advantage of these free resources over the coming years.' This effort builds on Walmart's long-standing pledge to bolster domestic manufacturing, which began with founder Sam Walton's 'Buy American' initiative in 1985. The retailer has already seen success, with more than two-thirds of its U.S. product spending in fiscal year 2024 going toward American-made goods.

How the 'Grow with US' Program Works

The 'Grow with US' program is structured as a four-step process offering training, mentorship, and resources to help small businesses grow alongside Walmart. Interested businesses can register by providing a voluntary Small Business Administration certification or requesting verification through the retailer.

The program is designed to make retail more accessible for small businesses, many of which struggle with the scale and logistics required to supply a retailer of Walmart's size. By offering free resources, Walmart aims to level the playing field, enabling entrepreneurs to compete in a national market. This aligns with customer preferences, as over 85% of Walmart shoppers surveyed expressed a desire for retailers to carry products made or assembled in the U.S.

Strengthening American Manufacturing

Walmart's focus on American-made products is not new. In 2013, the company committed to spending $250 billion on U.S.-made goods by 2023, a goal it met ahead of schedule. The current $350 billion pledge targets key categories such as plastics, textiles, small electrical appliances, food processing, and medical supplies. This investment is expected to create jobs and strengthen local economies, with Furner noting, 'We've seen firsthand how investing in small businesses results in better assortment, better meeting the needs of our customer base, and supporting jobs and growth in communities.'

The retailer's efforts extend beyond financial commitments. Walmart's annual Open Call event, scheduled for October 7-8 in Bentonville, Arkansas, allows small businesses to pitch their American-made products directly to Walmart and Sam's Club merchants. Last year, over 1,000 pitches from more than 700 businesses across all 50 states participated, demonstrating the program's reach and appeal.

Economic and Community Impact

Walmart's initiatives are designed to create a ripple effect in local communities. By sourcing products from American farmers, artisans, and manufacturers, the retailer stimulates economic growth and job creation. The company estimates that its $350 billion investment will support over 750,000 jobs, ranging from manufacturing to transportation and retail. This is particularly significant in regions where Walmart has established 'American Lighthouses,' collaborative programs that bring together stakeholders to address barriers to U.S. production.

Success stories from Walmart's supplier base illustrate the program's potential. For example, Proud Source Water, a Walmart supplier since 2021, has grown its team by 50% and become the largest employer in Mackay, Idaho. Similarly, beyondGreen, a certified minority-owned business in Texas, produces compostable products, including Walmart's Great Value compostable cutlery, showcasing how small businesses can thrive with Walmart's support.

Looking Ahead

As Walmart continues to expand its support for American-made products, the 'Grow with US' program represents a significant step forward for small businesses. By providing free resources, mentorship, and access to a national market, Walmart is helping entrepreneurs achieve their dreams while strengthening the U.S. economy. The upcoming 2025 Open Call event promises to further this mission, offering more businesses the chance to join Walmart's supplier network.

The retailer's commitment to American manufacturing resonates with shoppers who value locally made products. With over 60% of its U.S. suppliers classified as small businesses last year, Walmart is proving that supporting small enterprises can drive both economic growth and customer satisfaction. As Furner stated, 'By investing in small businesses, we’re not just helping them grow—we’re building stronger communities and a stronger America.'