​ Walmart Spotlights Local Small Business Success Story

Walmart's commitment to supporting American small businesses took center stage this month at its Diann Road Supercenter in Louisville, where the retail giant celebrated National Small Business Month by highlighting Dan-O's Seasoning, a homegrown Kentucky success story that has grown from a local startup to a nationwide brand.

The celebration reflects a broader trend in American retail, where consumers increasingly care about product origins. According to Walmart Market Manager Sal Aguilar, customer research shows that after price, the manufacturing location of products significantly influences purchasing decisions.
"Our customers have told us that second to price, where products are made influences their purchase decisions," said Walmart Market Manager Sal Aguilar. "As we celebrate the small businesses here in Louisville and across the country, Walmart remains committed to buying great quality products that create jobs in communities across the U.S. It makes sense for our customers, our communities and our company."

Dan-O's Seasoning exemplifies the potential for small businesses to scale through strategic partnerships. Founded in Louisville and celebrating its 10th anniversary this year, the company now offers nine premium spice blends available in Walmart stores nationwide and online, with plans to expand to 13 products in the near future.

The partnership has been transformative for the seasoning company. According to Dan-O's Chief Marketing Officer Christy Johnson, Walmart served as the catalyst that enabled Dan-O's to achieve national distribution reach.

"We're proud to partner with Walmart, whose commitment to supporting small businesses like ours means Dan-O's bold flavors can hit shelves nationwide," Johnson said. "Their belief in our mission helps us bring that signature Dan-O's flavor to kitchens coast-to-coast."

The Louisville celebration is part of Walmart's nationwide initiative during National Small Business Month, featuring in-store events and factory tours across the country to showcase American-made products and their creators. The effort underscores the significant role small businesses play in Walmart's supply chain and the broader U.S. economy.

More than 60% of Walmart's U.S. suppliers are classified as small businesses, and two-thirds of the company's total product spending goes toward items made, grown, or assembled domestically. This purchasing power translates into substantial economic impact, supporting job creation and community development across the country.

Walmart's focus on American-made products traces back more than 40 years to founder Sam Walton's original vision. Today, the company has formalized this commitment through its "Grow With US" initiative, which provides training, mentorship, and resources to help small businesses scale their operations alongside Walmart's growth.

The program includes Walmart's annual Open Call event, which for more than a decade has invited American entrepreneurs to present their products directly to Walmart buyers at the company's Bentonville headquarters. This unique opportunity has helped numerous small businesses gain access to millions of Walmart customers nationwide. Several companies featured during this month's National Small Business Month celebrations have participated in Open Call, demonstrating the program's role in identifying and nurturing promising American businesses.

In Kentucky specifically, Walmart's commitment to local business development extends beyond individual partnerships like Dan-O's Seasoning. The company operates 101 retail locations throughout the state and employs 31,758 associates. In fiscal year 2024, Walmart spent $1.1 billion with Kentucky suppliers, supporting an estimated 53,706 supplier jobs across the state.
The company's community investment also includes significant philanthropic contributions. In fiscal year 2024, Walmart and the Walmart Foundation donated more than $19.7 million in cash and in-kind contributions to Kentucky nonprofits.

As National Small Business Month continues, Walmart's celebration of entrepreneurs like those behind Dan-O's Seasoning highlights how strategic retail partnerships can transform local innovations into national success stories, creating jobs and economic opportunity in communities across America.