Heartland Forward is an advocacy organization that aims to improve the economy of the Central States of the United States, particularly Arkansas. ¹ It produces studies on the economic trends of the region and produces forecasts with recommended policies. It also partners with organizations to implement said policies in economic programs. ²

Its reports have claimed that racial inequity is a key obstacle to economic growth and has criticized the Trump administration on occasion. ^{3 4} Its CEO and chairman, Ross Devol, worked at the Milken Institute for nearly 20 years. ²

Heartland Forward was founded and spearheaded by members of the Walton family, heirs to the fortune of Walmart founder Sam Walton. ⁵ In 2023, Heartland Forward received $5,910,255 from the Town Branch Foundation, a grantmaking foundation created and operated by Jim Walton, the youngest son of Sam Walton. ⁶

Background

Heartland Forward officially launched on October 22, 2019, and was founded and spearheaded by members of the Walton family, heirs to the fortune of Walmart founder Sam Walton. ⁵ Its 2022 Summit was opened by Olivia Walton, Tom Walton, Steuart Walton, and Kelly Walton, all of whom were founders of Heartland. ⁷

Activities

Heartland Forward has four main program focuses. Its Innovation and Entrepreneurship division hosts the “Community Growth Program + Toolkit,” which claims to help aspiring entrepreneurs start their companies. ⁸ This division produced a report in October 2024 in collaboration with the Nasdaq Entrepreneurial Center at Penn State University with support from JPMorgan Chase on ways to advance “equity” in entrepreneurship for “underrepresented” demographics. ⁹ The report promotes other organizations as well as state government agencies that finance “Black businesses,” Hispanic entrepreneurs, and female entrepreneurs. ³

Its Health and Wellness division aims to locate gaps in the region’s health practices that could alleviate economic burdens. ¹⁰ One report on maternal health claims childbirth costs “disproportionally impact low-income Black, Hispanic and American Indian/Alaska Native (AIAN) families.” It was accompanied by an action plan for states and community groups to address these and related issues. ¹¹

Its Human Capital and Workforce Development division studies labor economics in the region. ¹² One report from 2018 claimed that China strategically placed tariffs on crops to hurt President Donald Trump’s base of supporters in order to force the Trump administration to renegotiate its trade and intellectual property restrictions placed on China. It also claimed that President Trump’s 2018 $12 billion monetary aid package to help farmers was insufficient. ⁴

Financials

In 2023, Heartland Forward reported a revenue of $15,261,912, expenses of $10,868,770, and net assets of $7,184,313. ¹³

Funding

In 2023, Heartland Forward received $5,910,255 from Town Branch Foundation, a grantmaking foundation created and operated by Jim Walton, the youngest son of Walmart founder Sam Walton. ⁶ Inside Philanthropy noted that many of the recipients of Town Branch grants were Walton-linked nonprofit organizations, and included Heartland Forward among them. ¹⁴

In 2023, Heartland Forward received $1,128,268 in government grants. ¹⁵

Grantmaking

In 2023, Heartland Forward disbursed grants to the Benton Institute for Broadband and Society ($76,045), Communities Unlimited ($50,000), University of Arkansas Division of Agriculture ($50,000), Heartland Action ($1250,000), and the Winrock International Institute for Agricultural Development ($50,000). ¹⁶

Leadership

As of 2025, Ross Devol was CEO of Heartland Forward and chairman of its board. Devol worked for nearly 20 years at the Milken Institute, a think tank that supported Obama administration economic and healthcare policies, including the Affordable Care Act (Obamacare). ²

As of 2025, Angie Cooper was the organization’s president. She worked in the international and domestic public policy and government affairs departments of Walmart Stores, Inc. for over 16 years, in addition to other positions at the Walmart Foundation. She also chaired Walmart’s Women’s Resource Council (WRC) and has sat on the boards of the Asian Pacific American Institute for Congressional Studies (APAICS), the American Council of Young Political Leaders (ACYPL), and Common Threads. ²

1. Return of Organization Exempt from Income Tax (Form 990). Heartland Forward. 2023. Part III – Statement of Program Service Accomplishments.
2. “About.” Heartland Forward. Accessed March 31, 2025. https://heartlandforward.org/about/.
3. “Venture Equity Report 2024 – Revitalizing Innovation.” Heartland Forward, October 2024. Accessed March 31, 2025. https://heartlandforward.org/wp-content/uploads/2024/10/Venture-Equity-Report-2024-Revitalizing-Innovation-compressed23.pdf.
4. Devol, Ross and Crews, Jonas. “Heartland Counties Targeted by Chinese Tariffs on U.S. Crops.” Heartland Forward, January 8, 2018. Accessed March 31, 2025. https://heartlandforward.org/case-study/heartland-counties-targeted-by-chinese-tariffs-on-u-s-crops/.
5. “Heartland Forward Launches.” Heartland Forward, October 22, 2019. Accessed March 31, 2025. https://heartlandforward.org/case-study/heartland-forward-launches/.
6. Return of Organization Exempt from Income Tax (Form 990). Town Branch Foundation. 2023. Part XIV – 3. Grants and Contributions Paid During the Year or Approved for Future Payment.
7. “Heartland Summit 2022.” Heartland Forward. Accessed March 31, 2024. https://heartlandforward.org/heartland-summit-2022/.
8. “Innovation and Entrepreneurship.” Heartland Forward. Accessed March 31, 2025. https://heartlandforward.org/our-pillars/innovation-and-entrepreneurship/.
9. “Revitalizing Innovation: Models of Equitable Entrepreneurship Across the United States.” Heartland Forward, October 7, 2024. Accessed March 31, 2025. https://heartlandforward.org/case-study/revitalizing-innovation-models-of-equitable-entrepreneurship-across-the-united-states/
10. “Health and Wellness.” Heartland Forward. Accessed March 31, 2025. https://heartlandforward.org/our-pillars/health-and-wellness/.
11. The Economic Case for Investing in Maternal Health.” Heartland Forward, May 1, 2024. Accessed March 31, 2025. https://heartlandforward.org/case-study/the-economic-case-for-investing-in-maternal-health/
12. “Human Capital and Workforce Development.” Heartland Forward. Accessed March 31, 2025. https://heartlandforward.org/our-pillars/human-capital-and-workforce-development/.
13. Return of Organization Exempt from Income Tax (Form 990). Heartland Forward. 2023. Part I, lines 12, 18, 22.
14. Kavate, Michael. “The Quiet Donors of America’s Richest Family: Three Low-Profile Walton Foundations.” Inside Philanthropy, February 25, 2025. Accessed March 16, 2025. https://www.insidephilanthropy.com/home/the-quiet-donors-of-americas-richest-family-three-low-profile-walton-foundations
15. Return of Organization Exempt from Income Tax (Form 990). Heartland Forward. 2023. Part VIII – Statement of Revenue, line e.
16. Return of Organization Exempt from Income Tax (Form 990). Heartland Forward. 2023. Schedule I, Part II – Grants and Other Assistance to Domestic Organizations and Domestic Governments.