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A new “Made in California” website selling locally made products is catching flak for allowing would-be buyers to search for goods from brands operated by women, minorities and a host of other groups — but not male- or white-owned businesses.
Conservative activist Christopher Rufo and other critics called attention to the website’s optional demographic filters, which include Black-owned, Native American-owned, LGBTQ-owned and Veteran-Owned businesses, among others.
There is no designation for businesses owned by male or white Californians.
The omission prompted a wave of online anger, with one X user declaring: “White men if you are not a veteran you are useless.”
Another called for legal action, writing, “They need to be sued for discrimination by erasure then.”
A third lamented: “Sigh. A nice idea poisoned by identity politics.”
Yet another weighed in: “I miss my state but don’t miss the BS. The California dream on display.”
The missing label does not mean those business owners are barred from participating.
Gov. Gavin Newsom announced the initiative on Aug. 28. Managed by the California Office of the Small Business Advocate, the program is designed to help consumers and corporate buyers find products manufactured in the Golden State.
To qualify, a product must have at least 51% of its wholesale value 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.