A newly launched “Made in California” website, intended to promote locally produced products, is facing criticism. The site allows users to filter searches for brands owned by women, minorities, and other specific groups, but notably excludes options for male or white-owned businesses.
Conservative activist Christopher Rufo, along with others, has pointed out these filters, which categorize businesses as Black-owned, Native American-owned, LGBTQ-owned, and Veteran-owned, among others.
Interestingly, there’s no specific category for businesses owned by white or male Californians.
This omission sparked significant backlash online. One user expressed frustration by stating: “White men if you are not a veteran you are useless.”
Another went as far as suggesting legal action, stating, “They need to be sued for discrimination by erasure then.”
Additionally, someone commented, “Sigh. A nice idea poisoned by identity politics.”
Another person reflected on their feelings about the situation: “I miss my state but don’t miss the BS. The California dream on display.”
However, just because there isn’t a specific label does not imply that male or white business owners cannot be included.
This initiative was announced by Gov. Gavin Newsom on August 28, with the aim of helping consumers and corporate purchasers find items made in California. The program is overseen by the California Office of the Small Business Advocate.
To be listed, a product must have at least 51% of its wholesale value added in California. Businesses that meet the criteria can be listed in the public directory and utilize the “Made in California” emblem on their products and promotional materials.
