A new “Made in California” online marketplace is facing criticism over its search tools, which let shoppers browse products from businesses owned by women, minorities, veterans and other groups—but offer no equivalent categories for male- or white-owned companies.
Conservative activist Christopher Rufo helped draw attention to the site’s optional demographic filters. The available selections include Black-owned, Native American-owned, LGBTQ-owned and Veteran-Owned businesses, among several others.
The directory does not include separate classifications for businesses owned by white or male Californians.
That omission triggered a sharp reaction online. One user on X wrote, “White men if you are not a veteran you are useless.”
Another commenter suggested the program could face legal scrutiny, posting, “They need to be sued for discrimination by erasure then.”
A third critic argued that the concept had been undermined by politics, writing, “Sigh. A nice idea poisoned by identity politics.”
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Another user expressed mixed feelings about California, saying, “I miss my state but don’t miss the BS. The California dream on display.”
However, the lack of a white- or male-owned designation does not prevent those businesses from joining the program or being listed in the directory.
Gov. Gavin Newsom unveiled the “Made in California” initiative on Aug. 28.
The effort is administered by the California Office of the Small Business Advocate and aims to help individual shoppers, companies and other buyers locate products manufactured in the Golden State.
Products must have at least 51% of their wholesale value added in California to meet the program’s requirements. Approved businesses may be featured in the state’s public directory and display the “Made in California” seal on product packaging and promotional materials.
