Circana
Diversity Advantage Program
A program built on the belief that smaller diverse-owned businesses deserve an equal opportunity to leverage their talents for growth.
We believe that smaller diverse-owned businesses deserve an equal opportunity to leverage their talents for growth. We decided to find a way to help level the playing field for diverse-owned businesses in the consumer packaged goods industry.
Using our deep data, analytics, and technology expertise, and leveraging our strong relationships with retailers, Circana created the Diversity Advantage Program (DAP) to work directly with and support diverse-owned businesses in their quest to grow.
Assets and Expertise
The DAP makes Circana’s assets and expertise available to smaller CPGs to help them forge stronger partnerships with large retailers and more easily scale their companies.
Operational Support
Companies that are part of the Circana DAP receive operational support such as data, training, and consultative services so that they can develop insights and have the resources they need to achieve positive organizational growth for themselves, their families, and their communities.
The Right Source
We source program participants from businesses that are accredited via the Women’s Business Enterprise National Council (WBENC), the National Minority Suppliers Development Council (NMSDC), and from retailer recommendations, as many have their own diversity supplier programs.
To participate in DAP, companies must be minority or women-owned consumer goods companies with $1 million to $25 million in annual sales and looking to scale their businesses.
How it works
Success Stories
Program Participants
U.S Edible
U.S Non-Edible
U.K Edible
U.K Non-Edible
Retail Partners
Eleven U.S. and UK-based retailers are partnering with Circana to support the Diversity Advantage Program, including:
