Ferrero North America has launched the 2025 Famous Amos Ingredients for Success (IFS) Entrepreneurs Initiative in partnership with the U.S. Black Chambers, Inc.
Presently in its fifth year, the IFS program creates pathways for early-stage Black business owners to thrive by providing a total of $150,000 in awards each year. IFS awards three recipients $50,000 in addition to mentorship and access to networking and educational resources.
Created to honor the brand founder Wally Amos’ legacy, IFS celebrates the qualities that make business owners unique and fosters long-term success for their companies.
“Wally Amos was boldly original, and his vision and impact are still part of Famous Amos to this day,” said Rachna Patel, vice president of marketing for Famous Amos. “Ingredients for Success pays tribute to the brand’s roots by helping early-stage Black business owners work toward their dreams – ultimately helping fuel a community where individuality and innovation can thrive long-term.”
Eligible businesses must be at least 90% Black-owned, in operation for five years or less, headquartered in the United States, and owned by individuals 21 years or older.
All qualified submissions are judged by a panel that includes renowned Black entrepreneurs. This year’s judges include: Shawn Amos, entrepreneur, author, and son of the late brand founder; Steve Canal, founder of ONE Venture Group, best-selling author, and branding expert; and Brittany Rhodes – founder of Math Equals Me and previous IFS winner.
Launched in 2020, IFS has since awarded 12 business owners a total of $600,000 over four years, creating positive change and economic empowerment for early-stage Black business owners. In the spirit of the brand’s founder, IFS alumni are “famous” for turning their passions into sustainable businesses – from developing a nostalgic card game to inventing pediatric learning tools to expanding access to healthy food in underserved communities.
Famous Amos is celebrating its 50th anniversary this year and will commemorate with programs that highlight the past, present, and future. The brand’s new campaign, “Famously You” draws inspiration from the founder, who was known for being unapologetically himself.
To add to the festivities, there will be a limited release of Collectors’ Edition packaging that pays homage to the original graphics from 1975 and features an image of Wally Amos in his signature Panama shirt. The Collectors’ Edition bag is available nationwide wherever Famous Amos Cookies are sold, while supplies last.
“Fifty years ago, my father put his dream into action and founded Famous Amos. Since then, it has grown to become a globally recognized brand, and I’m honored to be a part of its evolution,”said the founder’s son, who also noted he is grateful for being able to judge the competition during, what he called, “a monumental year.” “So many entrepreneurs deserve a chance to grow their business to reach its fullest potential. IFS builds upon the lessons from my father and provides resources to help others’ business dreams become a reality.”
Applications can be submitted at FamousAmosIngredientsForSuccess.com now through April 23.
