How Walmart’s Open Call Event Helps US Suppliers
Walmart's Open Call events are annual gatherings designed to connect US-based entrepreneurs and suppliers with the opportunity to sell their products in Walmart stores, Sam's Club and online.
They support Walmart's tireless commitment to sourcing products made, grown or assembled in the US by giving small businesses a platform to pitch their ideas directly to its executives and procurement teams.
Walmart golden tickets
Winners at Walmart's Open Call events receive “golden tickets,” representing deals to stock their products on Walmart shelves.
The event also offers resources and guidance, helping suppliers scale their businesses while supporting local manufacturing, job creation and Walmart's goal to provide high-quality, affordable American-made goods.
The company recently concluded its 11th annual Open Call event featuring finalists from 48 different states, with entrepreneurs from more than half of those states receiving golden tickets.
Suppliers and entrepreneurs from a total of 42 states are currently being considered for future deals.
How Open Call encourages exports
For the first time ever, Walmart invited merchants from Canada and Mexico to participate in its latest Open Call, opening up the possibility for US suppliers to export their products to international markets.
Finalists also had the chance to meet with representatives from the US Department of Commerce to learn about exporting, which could help them reach millions of new customers.
"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," explains John Furner, President and CEO at Walmart US.
"Open Call is at the heart of Walmart's 10-year, US$350bn commitment to products made, grown or assembled in the US. This investment not only ensures that our customers receive the products they need at affordable prices but also supports the creation of more than 750,000 jobs."
Shark Tank advice
Every finalist at Walmart's Open Call received business and pitching advice from Daymond John, an entrepreneur, investor and star of Shark Tank.
They also heard success stories from past Open Call winners like Athletic Brewing and Fire Department Coffee, whose products are now sold in thousands of Walmart stores following their pitches to procurement teams in 2023.
Golden ticket winners were also given free access to Daymond John's Mastermind class, a resource that offers business advice to help them grow and meet their new Walmart deals.
Walmart supports small and medium-sized businesses through programmes like this and the Supplier Hub, which helps suppliers scale up their businesses.
Investing in American-made Products
"Already, more than two-thirds of Walmart's annual product spend is on goods made, grown or assembled in the US," continues Jason Fremstad, SVP of Supplier Development and Sourcing at Walmart.
"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 – when our suppliers grow, everyone wins."
More than 85% of Walmart customers have said it’s important for retailers to carry products made or assembled in the US. By sourcing more of these products from Open Call winners and other suppliers, Walmart can better meet customer demand and add value to local communities.
Suppliers often expand their US manufacturing and create jobs after securing deals with Walmart. For example, Athletic Brewing, a top US non-alcoholic craft beer company, has invested more than US$115m in its facilities and created almost 200 new jobs since its successful Open Call pitch in 2020.
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