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ATLANTA– The Russell Innovation Center for Entrepreneurs (RICE) will host Walmart’s Road to Open Call on Tuesday, June 23, bringing one of the nation’s leading opportunities for product-based entrepreneurs directly to Atlanta.
Walmart’s Road to Open Call is an 8-city tour across the U.S. that invites small business owners to pitch their products to Walmart executives for the opportunity to win “Fast Passes”–invitations to pitch at Walmart’s Open Call on Oct.6-7.
Walmart executives and RICE coaches providing feedback to contestants at the 2025 Road to Open Call at the Russell Center.
The event at the Russell Center will serve as the final stop on the tour, where selected RICE stakeholders and entrepreneurs in the region who demonstrate shelf-ready operations, proven scalability, retail preparedness, and digital sales performance may advance to the final round. This initiative focuses on businesses with products that are made, grown, or assembled in the United States, and are prepared for retail expansion through strong packaging, operations, and scalability.
As one of the nation’s leading entrepreneurial ecosystems, RICE continues to create pathways for founders to access resources, strategic partnerships, and opportunities that strengthen long-term business growth.
RICE Stakeholder Sway Jones receiving her golden ticket at a past Open Call main event.
The return of Road to Open Call to Atlanta highlights RICE’s and Walmart’s shared investment in entrepreneurship and their commitment to helping founders scale from local markets to broader retail opportunities.
AT A GLANCE:
Walmart’s Road to Open Call 2026
Date: Tuesday, June 23
Time 10 A.M. – 5 P.M.
Location: 504 Fair St. S.W., Atlanta
The Russell Innovation Center for Entrepreneurs
Past event photos provided by RICE.