California Business Directory Filters by Identity, Sparks Debate

California’s Made in California business directory is drawing attention for allowing shoppers and corporate buyers to filter businesses by several owner identity categories while not offering filters for White-owned or male-owned companies. The state-run website is intended to help people find products manufactured in California, but its search options have become the center of a broader political argument over identity-based classifications in government programs.

The directory includes filters for businesses identified as Asian-Owned, Black-Owned, Hispanic-Owned, LGBTQ-Owned, Native American-Owned, Pacific Islander-Owned, Veteran-Owned, and Woman-Owned. Critics argue that the absence of White-owned and male-owned filters creates an uneven standard. Supporters of the broader concept say the site still serves a practical purpose by helping consumers locate California-made goods.

According to the U.S. Census Bureau, California’s population is approximately 40% Hispanic or Latino, more than 30% non-Hispanic White, roughly 17% Asian, and about 6% Black. Those demographics have been cited in reactions to the website, especially by commentators who say the directory reflects selective identity recognition rather than a neutral business search tool.

Christopher Rufo, a prominent critic of diversity, equity and inclusion policies, highlighted the issue on X. He wrote that the California state government had released a Made in California website that lets users select products by every identity group except one: White men. Tesla CEO and X owner Elon Musk responded to Rufo’s post with a brief reply: “Wow.”

How the program works

The program is managed by the California Office of the Small Business Advocate. As described by the New York Post, it is designed to help consumers and corporate buyers identify products made in the state. To qualify, a product must have at least 51% of its wholesale value added within California. Businesses that are certified can appear in the public directory and use the Made in California seal on packaging and marketing materials.

That underlying mission has won some support even from critics of the identity filters. Will Fry, founder and CEO of American Operator, a company focused on American small businesses, told Fox News Digital that a database promoting local companies is a strong idea in principle. At the same time, he criticized what he described as an emphasis on identity over broader small-business concerns.

Fry said that supporting local business is not the same as supporting only favored minority groups. He added that issues such as red tape, untrained labor, and rising prices affect all small businesses, not only those that fall into selected categories. His comments framed the controversy as part of a larger debate over whether state business initiatives should focus on economic outcomes or identity-based visibility.

Political criticism grows

Theo Wold, a former assistant attorney general and former White House deputy assistant for domestic policy during the Trump administration, also criticized the directory’s approach. He argued that race-based preferences in areas such as college admissions or government-backed small business lending are fundamentally objectionable. Wold said such policies are not truly about remedying systemic racism, but about shaping demographics and disadvantaging White men.

He further argued that California’s approach shows a rejection of colorblind governance in favor of policies that advantage some groups over others. His remarks placed the Made in California website within a wider national dispute over DEI policies and the role of government in recognizing identity categories.

Fox News Digital reported that it contacted the California Office of the Small Business Advocate and the office of Gov. Gavin Newsom for comment but did not immediately receive responses. For now, the website remains both a promotional tool for California-made goods and a flashpoint in the ongoing debate over identity, fairness, and public policy.