40 years ago, Sam Walton established a vision that still shapes our business today: to support American-made products and the small businesses behind them. This commitment lives on through Open Call — and as of today, applications for Open Call 2025 are officially open!
This year’s event, taking place October 7-8, offers U.S. entrepreneurs the chance to pitch Walmart and Sam’s Club merchants for a game-changing opportunity: getting their shelf-ready product in stores or online, and in front of millions of customers.
Since 2014, Open Call has helped thousands of small and medium businesses grow their operations, expand their manufacturing footprint and create jobs in their local communities. It’s more than a pitch meeting — it’s a platform for long-term growth.
Innovation takes the stage at Open Call
This year, Open Call is expanding its application beyond just products, to search for innovative companies developing breakthrough technologies that enable or enhance U.S. manufacturing.
“America has no shortage of ideas — it's the infrastructure and tools that are often the biggest roadblocks,” said Jason Fremstad, senior vice president, supplier development for Walmart sourcing. “We want to find innovations that can help close that gap and unlock new possibilities for U.S. manufacturing.”
Teams are looking for the best of the best of manufacturing innovation in categories like yield insights, shelf-life extension, alternative materials, and advanced manufacturing to reduce complexity, cost or environmental impact to U.S. manufacturing.
One example of our partnerships making waves is San Francisco-based Unspun, a pioneer in 3D weaving technologies, streamlining the supply chain and helping to revolutionize the textile industry.
Submissions for manufacturing innovation pitches are now open via our online form. A select group of companies will be invited to participate in this year’s Open Call experience alongside product-based applicants.
Made in America is more than a trend — it’s a legacy
Open Call is part of Walmart’s broader $350 billion commitment to products made, grown or assembled in the U.S. With over two-thirds of our annual product spend already going toward U.S.-made, grown or assembled goods, we’re not starting something new — we’re building on decades of action.
Open Call isn’t just about shelf space. It’s about economic opportunity, hometown pride and continuing a legacy that began with Mr. Sam’s “Buy American” initiative in 1985.
It’s also what our customers want. More than 86% of Walmart shoppers have told us it’s important that the products they buy are American-made.
“This is in our DNA,” Jason said. “Supporting American-made products has been part of our story since the beginning, and it will be for decades to come.”
