A US-based investment firm is offering Americans a new way to exclude companies from their portfolios that prioritize diversity, equity and inclusion (DEI) initiatives over profits.

“I think it will be part of President Trump’s historic mandate to denounce these companies and government practices that prioritize race and gender over ability and merit in hiring,” said James Fishback, co-founder and CEO of Azoria, on “Fox.” & Friends First,” Monday.

“Our new ETF, launching in 2025, will denounce these three dozen companies not only for their unethics,” he explained, “but also for their value-destroying behavior that harms shareholders.”

Fishback’s company recently announced the launch of its own exchange-traded funds that will include all S&P 500 stocks — except for three dozen that purport to leverage DEI hiring goals.

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Some of these names that are not included in the ETF include Starbucks, Best Buy, Vanguard and BlackRock. In a recent New York Post editorial, Fishback made clear his stance that companies that hire based on skills and merit will outperform those that hire based on race and gender.

The Azorias Meritocracy ETF (ticker symbol “SPXM”) will exclude at least Starbucks, Vanguard, Best Buy and BlackRock. (Getty Images)

“Look, if you commit to hiring based on race and gender rather than performance, your stock will continue to underperform. Our ETF will call on you,” the co-founder and CEO reiterated along with Fox News’ Todd Piro.

“And what we’re going to do is we’re going to exclude those companies from the S&P so that investors can only own the companies that want to hire the best and the brightest, no matter (what) they look like.”

Starbucks represented one of the obvious exclusion options for Azoria’s Meritocracy ETF (ticker symbol “SPXM”), as Fishback noted that the coffee giant first disclosed its desired DEI schedule in 2020.

“They have announced that they want to achieve 30% racial and ethnic diversity. “What the hell does this have to do with making coffee for a profit in America?” he said. “They hire the best and brightest, no matter what they look like. This is how you put employees and shareholders first.”

“Over the last five years, the S&P 500 is up almost 100%. Starbucks is only up 12%,” Fishback noted. “The espresso machines and the WiFi are not the problem. It’s the people who are at the heart of the business.”

The change starts at the top for Fishback, who called on Starbucks’ newly appointed CEO to roll back some of the brand’s “woke” quotas.

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“Brian Niccol, I have a lot of respect for him. He turned around Chipotle, he can start turning around Starbucks tomorrow if he wants, but he has to get rid of those hiring quotas and get back to meritocracy.”

While the ETF’s opening date and full list of stock picks have not yet been announced, Fishback wrote in his editorial, “To be clear: We will not banish these anti-timeritocratic companies forever.”

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