Walmart launches “Grow with US” initiative to revitalize American manufacturing and small business relationships, countering years of criticism about its impact on Main Street America.
At a Glance
- Walmart’s new “Grow with US” program aims to support American entrepreneurs by providing tools, mentorship, and financing opportunities
- The initiative builds on founder Sam Walton’s original commitment to American-made products
- The program features a four-step process including curriculum, product showcasing, mentorship, and financial support
- The move comes as retail giants face pressure to reduce reliance on imports, particularly from China
- Skeptics question whether the program will deliver meaningful change after decades of Walmart’s expansion affecting small businesses
Returning to American Roots
Retail giant Walmart has launched “Grow with US,” a new initiative designed to support small, American-based businesses and entrepreneurs. The program represents a significant shift in strategy for the company, which has long been criticized for contributing to the decline of small, family-owned businesses across the country. This initiative appears to signal Walmart’s intention to reconnect with its American heritage while addressing growing concerns about over-reliance on foreign imports, particularly from China.
The timing of Walmart’s announcement is notable, coming amid increased tension in US-China trade relations and growing consumer demand for American-made products. According to Walmart, the program is “building on the legacy Sam Walton established over 40 years ago” with a renewed “support for American-made products.” Many longtime Walmart critics are watching closely to see if this initiative represents a genuine recommitment to American manufacturing or merely a public relations effort.
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How the Program Works
The “Grow with US” initiative implements a comprehensive four-step approach to help American businesses succeed in the retail marketplace. First, participants receive a tailored curriculum designed to navigate the complexities of selling products both in physical Walmart stores and through their online platforms. Second, entrepreneurs gain valuable product showcasing opportunities to increase visibility. Third, the program provides mentorship from experienced retail professionals, offering guidance that could prove invaluable to small business owners.
The fourth component addresses one of the most significant challenges for small businesses: financing. Walmart will offer support through its Early Payment Program and Bridge Marketplace, potentially solving cash flow problems that often plague growing enterprises. Collectively, these resources aim to lower barriers that have historically prevented small American businesses from achieving national distribution through major retailers like Walmart.
— Partsimony (@partsimony) April 5, 2025
Historical Context and Future Impact
For decades, Walmart’s expansion across America has been linked to the closure of small, local businesses unable to compete with the retail behemoth’s massive buying power and economies of scale. Many towns saw their Main Streets transform as family-owned hardware stores, grocers, and general merchandise shops shuttered after Walmart’s arrival. The company also became increasingly dependent on imported goods, particularly from China, moving away from Sam Walton’s original emphasis on “Made in America” products.
The “Grow with US” initiative arrives as American retailers face multiple pressures: political pushback regarding foreign sourcing, supply chain vulnerabilities exposed during the pandemic, and increasing consumer preference for supporting local businesses.
Notably, the announcement coincides with reports that Amazon plans to add tariff costs to goods sold on its bulk website, Amazon Haul, suggesting major retailers are adjusting to a changing trade landscape. Whether this program will meaningfully reverse Walmart’s impact on small-town America remains to be seen, but it represents an acknowledgment of both market forces and consumer sentiment favoring American manufacturing.
