A man was fired from his job after a photo of him at the deadly Charlottesville white supremacist rally went viral

White nationalists who participated in the deadly rally in Charlottesville last weekend are being identified on social media, and one man has lost his job as a result.

Top Dog, a hot dog restaurant in Berkeley, California, said it fired employee Cole White on Saturday after the man was named by a Twitter account devoted to outing rally participants.

"Effective Saturday 12th August, Cole White no longer works at top dog," read a sign posted outside the restaurant on Sunday. "The actions of those in Charlottesville ar not supported by top dog. We believe in individual freedom, and voluntary association for everyone."

The Twitter account that identified White, @YesYoureRacist, is encouraging the public to help identify other attendees shown in photos from the event. 

Peter Cvjetanovic, 20, was also identified in a photo from the rally and later defended himself in an interview with a Las Vegas television station.

"As a white nationalist, I care for all people," he told Channel 2 News. "We all deserve a future for our children and for our culture. he told Channel 2 NewsWhite nationalists aren't all hateful; we just want to preserve what we have."

In the photo, Cvjetanovic is holding a torch and shouting. He said he understood that the photo has a "very negative connotation." 

Few other businesses except for Tiki Brand, the company that makes Tiki torches, have weighed in on the rally. 

Tiki Brand issued a statement about the rally on its Facebook page Saturday after its torches were widely used by white nationalists during Friday's protests.

"TIKI Brand is not associated in any way with the events that took place in Charlottesville and are deeply saddened and disappointed," the statement read. "We do not support their message or the use of our products in this way. Our products are designed to enhance backyard gatherings and to help family and friends connect with each other at home in their yard."