

In 2013, Walmart pledged to purchase approximately $250 billion in products by 2023 that support the creation of American jobs. Every year since then, the mega-retailer has held an annual “Made in the USA” Open Call event.
At Open Call, both current Walmart suppliers seeking to expand their product mix and non-Walmart suppliers seeking to get their foot in the door meet one-on-one with Walmart buyers. Last year, entrepreneurs representing more than 450 businesses attended Open Call to pitch everything from salsa to sportswear, all hoping for the same prize: a chance to get their American-made products on shelves at Walmart or on Walmart.com.
Getting approved at Open Call can mean getting your product in a few locations—or thousands. Even if you don’t get approved, many small business owners get valuable advice about improving their products and motivation to try again another year. Whatever the outcome, attending Open Call can be the beginning of something big for a small business.
There are a few hoops to jump through before you apply for Open Call.
Whether you’re pitching at Open Call or are lucky enough to get a meeting with a Walmart buyer outside of this event, you need to know what Walmart buyers look for. Price is important, but not the whole story. The three key attributes a Walmart buyer looks for are:
Currently, approximately two-thirds of Walmart’s U.S. merchandise spending is for items that are made, assembled, sourced, or grown in the U.S. By 2023, Walmart estimates, its commitment to American-made products could create 1 million new American jobs over the life of the Open Call initiative.
The application process for this year’s Open Call has closed, but you can sign up to get updates about next year’s Open Call. Applications are typically accepted beginning in March.
Need more advice on how best to present your product to a Walmart buyer — or any potential buyer? Your SCORE mentor can help.
Copyright © 2023 SCORE Association, SCORE.org
Funded, in part, through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.