Ferrero North America has launched the 2025 Famous Amos Ingredients for Success (IFS) Entrepreneurs Initiative, in partnership with the US Black Chambers, Inc. Now 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.

The program was created to honor the brand founder Wally Amos’ legacy, celebrating 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,” says 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 minimum 90 percent Black-owned, in operation for five years or less, headquartered in the United States and owned by individuals 21 years or older. Applications can be submitted online now through April 23, 2025. All qualified submissions are judged by a panel that includes renowned Black entrepreneurs. This year’s panel of judges includes:

  • Shawn Amos – Entrepreneur, author and son of the late brand founder, Wally Amos
  • Steve Canal – Founder of ONE Venture Group, best-selling author and branding expert
  • Brittany Rhodes – Founder of Math Equals Me and previous IFS winner

“Fifty years ago, my father put his dream into action and founded Famous Amos,” says Shawn Amos. “Since then, it has grown to become a globally recognized brand, and I'm honored to be a part of its evolution. I'm also grateful to serve as a judge for the Ingredients for Success program during this 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.”

Launched in 2020, IFS has since awarded 12 business owners a total of $600,000 over four years.