California Launches Business Directory with Identity-Based Search Filters

A new government website in California allows users to search for local businesses based on the identity of their owners, but it does not include specific search filters for White-owned or male-owned businesses. The Made in California website offers categories such as Asian-Owned, Black-Owned, Hispanic-Owned, LGBTQ-Owned, Native American-Owned, Pacific Islander-Owned, Veteran-Owned, and Woman-Owned. According to the U.S. Census Bureau, approximately 40% of California's population is Hispanic or Latino, more than 30% is non-Hispanic White, roughly 17% is Asian, and about 6% is Black. Christopher Rufo, a critic of diversity, equity, and inclusion (DEI) policies, expressed criticism on X, 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." Tesla CEO Elon Musk responded to Rufo's post with, "Wow." The program, managed by the California Office of the Small Business Advocate, aims to assist consumers and corporate buyers in finding products manufactured in California. To qualify, a product must have at least 51% of its wholesale value added within the state. Certified businesses can be listed in the public directory and use the Made in California seal on their packaging and marketing materials. Entrepreneur Will Fry, founder and CEO of American Operator, commented on the controversy, stating, "Support local business is not exactly the same thing as support the minority you like the most." He added that while the concept of a Made in California database is positive, it seems to have turned into a focus on identity rather than business challenges. Theo Wold, a former assistant attorney general, warned that such race-based distinctions reflect a broader Democratic Party agenda, stating, "Race-based preferences have never been about remediating supposed systemic racism... It’s always been a tool to manipulate demographics and to undermine White men." Fox News Digital reached out to the California Office of the Small Business Advocate and Governor Gavin Newsom's office for comments but did not receive immediate responses.