Open Call 2025: What to Know Now
- Jon Allen
- Oct 8
- 3 min read
Walmart’s annual Open Call is happening right now in Bentonville—and the energy is real. Think hundreds of founders from nearly every corner of the country streaming into town to pitch U.S.-made, grown, or assembled products to Walmart and Sam’s Club merchants.
This year marks the 12th running of Open Call, which spans October 7–8, 2025, with pitch meetings centered today at Walmart’s new home office campus. Around 600 hopeful suppliers are in the mix, with roughly 750 meetings on the books—each one a shot at a “golden ticket” deal.
Why Open Call matters (beyond the photo op)
Walmart’s domestic-sourcing push isn’t a slogan—it’s policy. The retailer has pledged an additional $350 billion in U.S.-supporting purchases by 2030, a move estimated to support over 750,000 American jobs (according to a Boston Consulting Group estimate). And leadership says over two-thirds of annual product purchases are already made, sold, or assembled in the U.S. That’s the current, pragmatic backdrop for every pitch happening in Bentonville today.
What buyers are looking for this week
Differentiation with a real customer story. If a shopper can’t tell why your item is different in five seconds, it’s a tough sell. (Walmart’s own Open Call recaps hammer uniqueness and clear value.)
Supply-chain readiness. Buyers are listening for proof you can ship on time, in full, and at scale. Expect questions about capacity, packaging compliance, and retail-ready case packs. (Last year’s event alone tracked 800+ meetings, and “golden tickets” were handed out steadily through the day.)
Multi-channel path. Even if you don’t land a national set, Marketplace and Walmart.com are viable on-ramps. (Walmart explicitly points Open Call attendees to Marketplace as part of the journey.)
Fit for Sam’s Club. Don’t overlook club-sized packs and value storytelling for members—Open Call covers both Walmart and Sam’s Club merchants.
Quick facts to set expectations
Scale of participation: Today’s event draws entrepreneurs from dozens of states (47 + D.C. + Puerto Rico cited this morning) and packs ~750 buyer meetings into the schedule.
Recent outcomes: In 2024, 92 entrepreneurs earned golden tickets; Walmart reported finalists from 48 states, with more than half receiving offers or under consideration. That’s momentum—and a signal that “not yet” can still turn into “yes.”
Export upside: For the first time last year, Walmart brought in international merchants from Canada and Mexico, creating cross-border opportunities for U.S. makers.
A (fictional) story that’s all too real
Picture a Texas sauce company rolling into Bentonville with a bold flavor, compliant packaging, and a clean OTIF record. They don’t snag a national set on the spot—but they do land a regional pilot plus a Walmart.com launch plan. Six months later, consistent sell-through and strong reviews earn them a broader modular slot. That arc—pilot → proof → scale—is a common Open Call pathway. (Again: fictional example, not a real company.)
How to maximize your 20 minutes
Lead with the win for the shopper. One crisp sentence: “We save the family $X per use / add Y convenience / solve Z pain point at an everyday-low-price.”
Show your readiness checklist: EDI, GS1 barcodes, pallet configuration, shelf-ready packaging, OTIF history, and replenishment plan.
Bring evidence: Velocity from regional retailers, repeat purchase data, credible unit economics, and a funding plan to support scale.
Offer options: Core SKU + value pack for Walmart; club-ready configuration for Sam’s. Make it easy to say “yes” to something today.
Have a Marketplace fallback: If the merchant loves the story but needs proof, suggest Marketplace or a geo-targeted store pilot.
The fine print suppliers sometimes miss
Promotional math matters. Price-pack architecture and promo guardrails should be thought through before buyers ask.
Packaging compliance is non-negotiable. Labeling, ISBN/UPC accuracy, case pack strength, and retail-ready features will make or break the set.
Tell your U.S. jobs story (accurately). If your item is made, grown, or assembled in the U.S., connect that to Walmart’s broader jobs initiative—but keep claims precise.
What happens if you don’t get a golden ticket?
Many Open Call brands grow through follow-ups, test-and-learn pilots, or Marketplace scaling. Walmart’s own coverage emphasizes that Open Call is a platform, not just a single meeting. Keep your buyer notes concise, share fresh proof points within 30–60 days, and maintain a realistic and respectful cadence.
Key Takeaways
Celebrating domestic sourcing: Open Call reinforces Walmart’s long-term commitment to U.S. products and jobs.
Focus on differentiation: Buyers want clear, memorable value plus supply-chain credibility.
Proven small business impact: From dozens of golden tickets to cross-border merchant interest, Open Call is delivering real opportunities for emerging brands.
Bentonville is our home, and Walmart is our neighbor. If you’re in town for Open Call—or wish you were—Woodridge Retail Group is here to help you translate your story into a buyer-ready plan (and a clean execution playbook).
Contact us for a complimentary consultation and discover how a hometown advantage can benefit your brand.
