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After successfully pitching their unique products to Walmart, three businesses from New Jersey were among the nearly 100 ventures who received on-the-spot deals to sell their items online or in-store.

As part of the 11th annual Open Call event, the following local brands secured what Walmart refers to as a “golden ticket” to do business with the nation’s largest retailer:

• Flows Tasty Treats LLC in Newark – toasted corn and peanut mix
• Kekoa Foods in West Orange – organic food purees for children
• Like Air in Madison – popcorn alternative

From Sept. 25-26, Walmart selected more than 500 finalists to come to the company’s corporate headquarters in Bentonville, Ark. There, they pitched their products to buyers for Walmart and Sam’s Club. According to Walmart, several more ventures – including nine from New Jersey – are under further consideration for deals.

Commenting on the competition, Mark Espinoza, Walmart’s senior director of corporate affairs, “Open Call provides a remarkable growth opportunity for small and medium businesses, with winners often expanding their manufacturing operations and creating jobs in their communities and beyond.”

He added, “Overwhelmingly, our customers tell us it is important to them that retailers offer products that are made in the U.S., which is why nearly two-thirds of Walmart’s annual product spend is made, grown, or assembled in the U.S.”

Homegrown

After earning “golden tickets,” Open Call winners often go on to grow their manufacturing footprints and create jobs within their local communities, Walmart president and CEO John Furner noted.

“Open Call is at the heart of Walmart’s 10-year, $350 billion commitment to products made, grown or assembled in the U.S. This investment not only ensures that our customers receive the products they need at affordable prices but also supports the creation of over 750,000 jobs,” he said.

While at Walmart’s home office, all finalists had the opportunity to receive business and pitch advice from entrepreneur, investor and “Shark Tank” star Daymond John. They also gained insights from previous Open Call winners like Athletic Brewing and Fire Department Coffee, whose products have launched in thousands of Walmart stores since their successful pitches in 2023.

“Golden ticket” winners also gained free access to John’s Mastermind class. The resource aims to help suppliers scale up so they can fulfill their new deals with Walmart.

Mainstream markets

For the three Garden State “golden ticket” winners, their deals with Walmart follow a series of recent successes.

In January, Like Air scored big on ABC’s “Shark Tank.” The family-run venture negotiated a deal with investors Lori Greiner and Mark Cuban, agreeing to give them 10% in exchange for $300,000 backing. It was also one of the 130-plus companies in New Jersey that made Inc. Magazine’s annual list of the 5,000 fastest-growing privately held firms in the nation.

Flows Tasty Treats and Kekoa Foods were among a dozen local businesses that participated in the New Jersey Business Action Center’s first-ever state pavilion at the Specialty Food Association’s 2023 Summer Fancy Food Show.

Florence Dennis, founder of Flows Tasty Treats, is also celebrating her brand’s launch earlier this month at Costco Wholesale locations throughout New York, New Jersey, Maryland, Virginia and Washington, D.C.

The company already has distribution in more than 40 stores across the U.S., including specialty stores, supermarkets and online at Amazon.com.

Dennis said, “We are beyond excited to bring our toasted corn and peanut mix to Costco customers. This journey has taken four years of perseverance and hard work and to finally see our product on the shelves of such a major retailer is a dream come true. Our goal has always been to see African snacks represented in mainstream stores and we’re thrilled to have achieved that in such a meaningful way.”

The New Jersey Devils Buy Black Program also named Flows Tasty Treats the official snack for the 2021-22 NHL season. The marketing initiative aims to help local Black entrepreneurs gain exposure so they can grow and succeed.