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Walmart Kicks Off 10th Open Call With New Initiatives

Small businesses can apply to pitch their U.S.-made products at the October event, through the online portal or via Walmart's first local trailer tour.

Walmart is now accepting applications for its 10th annual Open Call event, having invited small business owners and entrepreneurs to apply to pitch their products and get them on Walmart or Sam's Club store shelves or on 

The online application process goes through Aug. 18, and the event itself will take place Oct. 24-25 during national “Manufacturing Month.”

Open Call is at the center of Walmart's 10-year, $350 billion commitment to strengthening U.S. manufacturing by sourcing products that are made, grown or assembled in the U.S. and it was instrumental to the retailer achieving its previous $250 billion commitment, according to a Walmart media release.

This year's application period is particularly special for Walmart as the retail giant approaches a decade of providing Open Call opportunities. Walmart is celebrating the anniversary by incorporating new elements to give new and local entrepreneurs more opportunities to pitch and elevate their products:

  • “Walmart: Made Local” tour. Walmart is taking its initiative on the road with the first local trailer tour, which kicked off July 10 in Frederick, Maryland, and will make stops in Philadelphia, Cleveland, Indianapolis and Chicago. Entrepreneurs who visit the trailer can record a video to apply for the Open Call and meet local Walmart suppliers who earned deals at previous Open Calls.
  • “Lead with Local” snacks initiative. Through this initiative (which launched earlier this year in another effort to boost U.S. manufacturing), Walmart sells locally made snacks prominently in stores, connecting customers to products from businesses in their hometowns. Over 130 Walmart stores are participating so far, with more to come, per the release.

Open Call began in 2014, when Walmart heard from more than 500 businesses hoping to sell their U.S.-made products to Walmart customers, per the release. In 2022, more than 1,100 small- and medium-sized businesses participated, the most ever.

During the Open Call, Walmart also awards "golden tickets" to select entrepreneurs, signifying a deal to sell their products in stores or online.

All Open Call finalists will receive access to mentoring sessions with Walmart leaders and special guests offering business insights and resources. Each finalist will have a one-on-one pitch meeting with Walmart and/or Sam's Club merchants.

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