Amos Cookies Brand Introduces the 2025 Recipe for Achievement and Promotes the 'Belonging to Amos' Marketing Strategy
In a move to support and empower early-stage Black entrepreneur business owners, Ferrero North America has announced the launch of the 2025 Famous Amos Ingredients for Success (IFS) Entrepreneurs Initiative. This program, now in its third year, is a partnership with the U.S. Black Chambers and aims to continue fostering economic empowerment for Black entrepreneurs.
Shawn Amos, entrepreneur, author, and son of Wally Amos, the founder of Famous Amos, will serve as a judge for this year's IFS awards. He will be joined by Steve Canal, Founder of ONE Venture Group, best-selling author, and branding expert, and Brittany Rhodes, Founder of Math Equals Me and a previous IFS winner. The names of the two additional judges for this year's program are yet to be announced.
Since its launch in 2020, the IFS program has awarded a total of $600,000 to 12 business owners, supporting ventures ranging from educational tools and nostalgic card games to healthy food initiatives in underserved communities. This year, a total of $150,000 in grants will be awarded, with three recipients each receiving $50,000.
Rachna Patel, Vice President of Marketing for Famous Amos, stated that the program pays tribute to the brand's roots. "The IFS program is an extension of our commitment to supporting Black businesses and entrepreneurs," she said. "We are proud to continue Wally Amos's legacy of empowerment and success."
The IFS program provides financial support and resources to early-stage Black business owners, helping them to grow and thrive. To qualify for the program, businesses must be at least 90% Black-owned, in operation for five years or less, based in the United States, and owned by individuals 21 years or older.
Applications for the IFS program are open now and can be submitted at FamousAmosIngredientsForSuccess.com through April 23, 2025. For more information about the program, visit the official website or follow Ferrero North America and the U.S. Black Chambers on social media.
The IFS program is more than just a financial investment; it's an investment in the future of Black entrepreneurship. By supporting these businesses, we are helping to create a more diverse and inclusive business landscape, one entrepreneur at a time.
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