California 'Made in California' Website Sparks Controversy Over Demographic Filters
Critics decry the exclusion of male- and white-owned businesses from optional search filters on a state-run e-commerce platform.
A new state-run website designed to promote locally manufactured goods has ignited controversy due to its optional demographic filters for business ownership. The "Made in California" website allows users to search for products from brands owned by women, minorities, veterans, and LGBTQ+ individuals, among other groups. However, the absence of filters for male-owned or white-owned businesses has drawn criticism.
Conservative activist Christopher Rufo highlighted the website's filters, which include categories such as Black-owned, Native American-owned, LGBTQ-owned, and Veteran-Owned businesses. Notably, there are no corresponding filters for male or white business owners. This omission led to accusations of discrimination and exclusion on social media platforms, with some users expressing dismay at what they perceived as a "poisoning" of a well-intentioned initiative by identity politics.
Despite the criticism surrounding the optional filters, the website's management clarifies that the lack of a specific filter does not prohibit businesses owned by white men from participating in the program. The "Made in California" initiative, announced by Gov. Gavin Newsom on August 28, is managed by the California Office of the Small Business Advocate. Its primary goal is to connect consumers and corporate buyers with products manufactured within the state.
To qualify for the program, businesses must demonstrate that at least 51% of their wholesale value is added within California. Certified businesses are then eligible to be listed in the official public directory and to use the "Made in California" seal in their marketing and on product packaging. The initiative aims to bolster the visibility and sales of California-based manufacturers, providing a platform to showcase goods produced in the Golden State.