A new government website in California, "Made in California", allows users to search for local businesses based on the identity of their owners. The website, managed by the California Office of the Small Business Advocate, lets users filter by business ownership categories, including Asian-Owned, Black-Owned, Hispanic-Owned, LGBTQ-Owned, Native American-Owned, Pacific Islander-Owned, Veteran-Owned, and Woman-Owned. However, the website does not offer specific search filters for White-owned or male-owned businesses.
The website is designed to help consumers and corporate buyers find products manufactured in California, with a requirement that at least 51% of a product's wholesale value must be added within the state. Certified businesses can appear in the official public directory and use the "Made in California" seal on their packaging and marketing materials.
Critics have raised concerns about the website's focus on identity-based categories. Christopher Rufo, a prominent critic of diversity, equity, and inclusion policies, noted on social media that the website excludes White men from the search filters. Tesla CEO and X owner Elon Musk responded to Rufo's post with a simple "Wow".
Entrepreneur Will Fry, founder and CEO of American Operator, expressed similar concerns, stating that the website's focus on identity-based categories is not aligned with the goal of supporting local businesses. Fry noted that the concept of a "Made in California" database is a good idea, but that it has been turned into a "virtue signaling exercise about identity".
The California Office of the Small Business Advocate and Gov. Gavin Newsom's office did not immediately respond to requests for comment.
NTC Report coverage is based on reporting from the original publisher.
View original reporting →
