Table of Contents
BENTONVILLE, Ark. — Walmart’s latest Open Call event, which concluded this week, has once given U.S. entrepreneurs golden opportunities to expand their businesses and get their products in front of Walmart shoppers.
Dozens of U.S.-based businesses left this year's event — Walmart's 11th — with “golden tickets,” symbolizing deals to get their products on Walmart’s shelves, both in-store and online. For the first time, the event also opened doors for international expansion, introducing U.S. suppliers to Walmart’s merchants from Canada and Mexico.
The event, which drew finalists from 48 states, marked a significant milestone in Walmart's ongoing $350 billion commitment to sourcing products made, grown, or assembled in the U.S., the company said. This initiative, launched nearly a decade ago, aims to foster American manufacturing, create over 750,000 jobs, and meet consumer demand for domestic products.
"Securing a golden ticket at Open Call grants entrepreneurs an invaluable chance to reach new customers, grow their businesses, and create jobs in their communities," said John Furner, president and CEO of Walmart U.S. "This investment not only ensures that our customers receive the products they need at affordable prices but also supports local economies."
The 2024 Open Call was particularly notable for its emphasis on international growth. With the presence of Walmart merchants from Canada and Mexico, U.S.-based suppliers are now eyeing expansion into these neighboring markets, potentially unlocking access to millions of new customers. Entrepreneurs were also able to connect with representatives from the U.S. Department of Commerce, receiving guidance on how to scale their operations for export.
Beyond new market opportunities, golden ticket winners received exclusive access to business resources, including a Mastermind class from "Shark Tank" star Daymond John. This training, along with Walmart's Supplier Hub, equips entrepreneurs with the tools to scale production, manage supply chains, and meet the growing demand that often follows a Walmart deal.
For many past participants, the impact has been transformative. Athletic Brewing, a non-alcoholic craft beer company, invested over $115 million in expanding its U.S. facilities and added nearly 200 jobs after securing a deal at Open Call in 2020. Similarly, Fire Department Coffee, another previous winner, has seen its products stocked in thousands of Walmart stores across the country.
Walmart’s push for American-made goods resonates strongly with its customer base. According to company research, over 85% of Walmart shoppers believe it’s important for retailers to carry products made or assembled in the U.S. The Open Call program directly feeds into this consumer preference, creating value not only for the participating suppliers but also for communities where these businesses operate.
"By offering Open Call winners guidance and resources to scale, Walmart can take this investment even further and deliver more of the high-quality, affordable, American-made products our customers desire," noted Jason Fremstad, Walmart’s senior vice president of Supplier Development, Sourcing. "When our suppliers grow, everyone wins."
As Walmart continues its mission to strengthen American manufacturing, events like Open Call serve as critical launchpads for small and medium-sized businesses. With opportunities for both domestic success and international growth, the golden tickets awarded at this year’s event represent more than just deals—they signify the potential for long-term economic impact and job creation across the nation.
Walmart's Open Call has evolved from a national platform for small businesses into a global springboard, as evidenced by this year’s expansion into Canada and Mexico. By helping U.S. entrepreneurs tap into new markets, secure guidance from seasoned experts, and benefit from Walmart’s extensive supplier resources, the company says it is fostering a new generation of American business success stories.
