Pretty Thai named an America’s Retail Champion by NRF

Pretty Thai was recognized July 9, 2026, as a 2026 America’s Retail Champion by the National Retail Federation for its advocacy on retail policy issues. The honor puts the Austin-based small business among 50 retailers selected from 27 states ahead of the final winner announcement July 15 in Washington, D.C.

Why it matters: - The recognition spotlights how small retailers can influence policy discussions that affect local, state and federal retail rules. - Pretty Thai joins a national group of honorees at a time when small businesses make up more than 98% of U.S. retail businesses with fewer than 50 employees. - The program also draws attention to the role small retailers play in jobs, economic opportunity and community strength.

What happened: - Pretty Thai was named a 2026 America’s Retail Champion by the National Retail Federation on July 9, 2026. - The Austin, Texas-based company was selected for its public policy engagement on issues affecting the retail industry. - Retailers were nominated by state retail associations and industry peers. - Fifty retailers from 27 states were chosen as America’s Retail Champions this year. - Five individuals advanced as finalists. - NRF will name the 2026 America’s Retail Champion at the Retail Advocates Summit on July 15 in Washington, D.C.

The details: - Robert Strong, founder of Pretty Thai, said the recognition reflects the company’s commitment to growing responsibly, advocating for small businesses and introducing Thai flavors to U.S. kitchens. - NRF Executive Vice President of Government Relations David French said the honorees exemplify the entrepreneurial spirit that defines the retail industry. - The 2026 America’s Retail Champions program is sponsored by Affirm. - Pretty Thai makes Thai-inspired food products for home cooks and describes its line as premium, chef crafted and clean label. - The company says its products are designed to deliver bold flavor, approachable preparation and authentic Thai flavors. - NRF said retail is the nation’s largest private-sector employer, contributing $5.3 trillion to annual GDP and supporting more than one in four U.S. jobs.

Between the lines: - The honor gives Pretty Thai visibility beyond product sales and places the brand inside a broader retail advocacy network. - The NRF program ties small-business recognition to policy influence, signaling that retailer lobbying and public engagement are now part of the criteria for industry leadership. - Sponsorship from a payments company like Affirm also shows how retailers, fintech firms and trade groups are aligned around merchant growth and consumer access.

What's next: - NRF will announce one retailer as the 2026 America’s Retail Champion on July 15 during the Retail Advocates Summit. - The finalists and full list of honorees are available through NRF’s program coverage. - Pretty Thai is expected to continue promoting its food products and its small-business advocacy message.

The bottom line: - Pretty Thai’s NRF honor is both a brand milestone and a policy signal, showing that small retailers can earn national recognition for advocacy as well as products.