BENTONVILLE, Ark. — Walmart celebrated its 12th annual Open Call this week, bringing together more than 500 entrepreneurs from 47 states, Washington, D.C., and Puerto Rico to pitch their made-in-America products directly to Walmart and Sam’s Club merchants. The event underscores the retailer’s ongoing commitment to boost U.S. manufacturing and small business growth.
Over 100 entrepreneurs received coveted Golden Tickets, which give them the chance for nationwide distribution on Walmart and Sam’s Club shelves and online. Notable winners this year included Grandma Betty’s Grits (GA), Vaquero Snacks (CA), and Scentsational Soaps & Candles (FL).
“Open Call is Walmart at its best, backing American jobs, lifting up small businesses and offering customers new products they’ll love,” said John Furner, president and CEO of Walmart U.S. “For the past 12 years, the event has helped entrepreneurs grow, and in the process, helped boost U.S. manufacturing.”
Continuing a 40-Year Commitment to American-Made Goods
Walmart’s commitment to U.S. sourcing started four decades ago with founder Sam Walton’s Buy American initiative. In 2021, the retailer built upon that legacy with a $350 billion, 10-year pledge to buy products made, grown, or assembled in the United States, a move expected to support up to 750,000 jobs through its supply chain.
By the end of last year, Walmart increased its total U.S. expenditure by $176 billion toward that goal, with about two-thirds of its U.S. product spending on goods reported to be sourced domestically.
Expanding Innovation and Supplier Capabilities
Beyond product pitches, Open Call 2025 also featured 13 companies working on advanced manufacturing technologies, ranging from shelf-life extension and yield optimization to alternative materials and cost-efficient production methods. Notable participants included Plantible, Loom 3D, and Blum Agtec, all striving to improve the future of American-made innovation.
Attendees also participated in hands-on training and mentorship aimed at enhancing their readiness for national retail partnerships. Sessions included scaling production, improving packaging, and increasing financial and operational efficiency, with guidance from Walmart and Sam’s Club sourcing experts and previous Open Call success stories.
Since its inception, Walmart’s Open Call has been a powerful platform for entrepreneurial growth, helping small businesses expand from regional markets to store shelves nationwide and supporting the retailer’s mission to create economic opportunity in communities across America.
