Westfield Garden State Plaza launches program for USAafrica small businesses

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Small business

Promoting minority business owners and their emerging brands and products

May 19, 2023

Westfield Garden State Plaza, in conjunction with the Small Business Development Center (SBDC) at Ramapo College, recently launched the USAafrica Small Business Program. Designed as a launch pad for underserved minority businesses, predominantly those owned by African Americans or African Diasporas, as well as those from Africa, the program aims to get African-made products into the hands of major retail customers. The USAfrica retail incubator space formally opened in the mall on April 6 and serves as a retail hub where shoppers can support aspiring entrepreneurs. The program was created by USAfrica Trade and Business Network, Inc., a 501c3 non-profit organization, to provide a low-risk/high-support environment with comprehensive services to close the opportunity gap for minority-owned and disadvantaged businesses.

The USAfrica Small Business Program is an expansion of the mall’s small business initiative with SBDC that began last year and focuses on giving locally owned small businesses, especially women- and minority-owned businesses, the opportunity to showcase their products and services alongside Americans. most recognized brands.

“By offering USAfrica a special 3-month lease versus the longer-term leases typically required, we are raising awareness among minority small business owners while also offering our clientele the ability to purchase distinctive merchandise that is not typically available in a mall,” says Chris Neidhardt, director of leasing for Westfield Garden State Plaza. “As a major shopping destination in the tri-state area, Westfield Garden State Plaza continually works to ease barriers for local and minority-owned businesses while providing access to unparalleled customer foot traffic.”

“I am delighted to see the USAfrica kiosk come to fruition at Westfield Garden State Plaza with the hope that in the future the initiative will become self-sufficient and can cover daily operating expenses on its own,” said Gbenga Omotayo, the founder of USAfrica. Trade and Business Network. “We are grateful to Westfield Garden State Plaza and SBDC for their support in helping to uplift and support African and Afro-Diasporic MSMEs (micro, small and medium-sized enterprises) and we are open to receiving retail and wholesale buyers of these various natural and organic products.” . He is also the founder of Pacetas Agency, a separate entity from the USAfrica Trade and Business Network, but one of its main sources of funding.

“Launching a business in a physical space can be a whole new experience for an emerging brand,” said Vincent Vicari, SBDC Regional Director at Ramapo College. “By launching the USAfrica incubator program, we are removing the traditional barriers to entry that small business owners often face, such as business leases and a variety of startup costs that can be prohibitive. With Westfield Garden State Plaza serving more than 18 million visitors annually, the program offers start-ups a once-in-a-lifetime opportunity.”

Having a physical space from which to do business is a key component of the program with support services provided by Pacetas Agency, a full service advertising, marketing and event production company serving small businesses and global brands looking to target African niche markets inside and outside. from United States. Omotayo is the founder of Pacetas.

Their support services include:

• Business Readiness Assessments
• Compliance and Certification
• storage
• Social media and email marketing strategy
• retail tests
• Accessories and merchandise
• retail marketing
• brand and design
• product management
• Procurement and sourcing

USAfrica’s product categories include raw materials, agribusiness, consumer packaged goods, arts and crafts, textiles and apparel, and beauty products.

“I am excited for our customers to explore the USAfrica kiosk,” said Tiffany Ramirez, Westfield Garden State Plaza Marketing Manager. “The variety of products is unique to our current offerings and will delight shoppers with an exciting array of products. Additionally, as a small business launch pad, the program provides an opportunity for buyers to meet artisans and makers first hand and learn about their passion for success in the business world.”

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