California website faces backlash over identity search filters

A new state-run Made in California business directory has sparked backlash by excluding White and male as owner identity categories on its website, Fox News and the New York Post both report. The website allows consumers to search for locally made products and home-grown goods based on the identity of the business owners. [1][2]

According to Fox News and the New York Post, the optional demographic filters on the website include categories for Black-Owned, Native American-Owned, LGBTQ-Owned, and Veteran-Owned businesses. Fox News reports that the directory also features filters for Asian-Owned, Hispanic-Owned, Pacific Islander-Owned, and Woman-Owned businesses. However, neither White-owned nor male-owned business categories are offered. [1][2]

The New York Post reported that conservative activist Christopher Rufo and other critics publicly called attention to the demographic filters on the platform. Fox News noted that U.S. Census Bureau data shows California's population is approximately 40 percent Hispanic or Latino, more than 30 percent non-Hispanic White, roughly 17 percent Asian, and about 6 percent Black. [1][2]

California became the 31st state in 1850 following the 1848 discovery of gold at Sutter's Mill. In 2025, the state maintained a gross domestic product of 4.1 trillion dollars, supported by major sectors including agriculture, technology, and entertainment. [3]