California Business Directory Sparks Controversy for Excluding White Men

A new government website in California, designed to help consumers and corporate buyers find local businesses, has drawn criticism for its search filters. The "Made in California" directory allows users to search for businesses by various ownership identities, including Asian-Owned, Black-Owned, Hispanic-Owned, LGBTQ-Owned, Native American-Owned, Pacific Islander-Owned, Veteran-Owned, and Woman-Owned.

However, the directory notably excludes specific filters for White-Owned or Male-Owned businesses. This omission has led to accusations of bias from critics of diversity, equity, and inclusion (DEI) policies.

Christopher Rufo, a vocal critic of DEI initiatives, highlighted the website's feature on social media, stating, "The California state government has released a ‘Made in California’ website that allows you to select products by every identity group except for one: White men."

Elon Musk, CEO of Tesla and owner of X, reacted to the news with a simple "Wow" on social media.

The Made in California initiative, managed by the California Office of the Small Business Advocate, aims to promote products manufactured within the state. To be certified, a product must have at least 51% of its wholesale value added within California. Certified businesses are then eligible to be listed in the public directory and use the "Made in California" seal in their marketing.

Entrepreneur Will Fry, founder and CEO of American Operator, expressed his views on the controversy, stating that while supporting local businesses is a valuable concept, the directory's focus on identity categories has turned it into a "virtue signaling exercise." He added that economic challenges like red tape, labor shortages, and rising prices affect all small businesses, regardless of ownership demographics.

Theo Wold, a former assistant attorney general and deputy assistant for domestic policy during the Trump administration, suggested that race-based preferences in government programs are part of a broader political agenda. He argued that such preferences are not solely for addressing systemic issues but can be used to manipulate demographics and disadvantage specific groups.

According to U.S. Census Bureau data, California's population is diverse, with approximately 40% identifying as Hispanic or Latino, over 30% as non-Hispanic White, about 17% as Asian, and around 6% as Black.

Representatives for the California Office of the Small Business Advocate and Governor Gavin Newsom's office did not immediately respond to requests for comment.