Tractor Supply announced it will focus on rural American priorities such as education, animal welfare, and veteran causes|TrinkK|CC BY-SA 4.0

Tractor Supply Company, one of the largest farm-supply retailers in the country, announced it would eliminate its diversity, equity, and inclusion (DEI) roles and cease its environmental initiatives, including carbon-emission goals after it faced weeks of backlash.

The company announced the change in a statement on Thursday.

The decision follows criticism and a campaign led by conservative activist and former Hollywood director Robby Starbuck, who accused the company of straying from conservative values.

The right-wing backlash
Starbuck criticized Tractor Supply for its DEI hiring practices, Pride Month decorations and climate change activism, urging others to boycott the retailer.

The boycott campaign resulted in a 5% drop in the company’s share price over the past month.

Facing mounting online criticism, the Tennessee-based retailer announced it will stop submitting data to the Human Rights Campaign and cease sponsoring Pride festivals and voting initiatives. Instead, it will focus on priorities in rural America, such as education, animal welfare and veterans’ causes.

Mixed reactions
These changes have received praise from conservative groups, viewing it as a return to traditional business values. Tractor Supply has a predominantly rural, male customer base.

However, the move sparked outrage among various groups, including LGBTQ+ organizations, Black farmer advocacy groups, the Human Rights Campaign and animal sanctuaries, who see it as a step backwards in promoting inclusivity and equality.

Several other companies have recently made headlines for adjusting their DEI programs amidst public scrutiny and evolving cultural debates.

Target, for instance, faced backlash over scaling back LGBTQ+ merchandise during Pride Month, a decision seen as catering to conservative pressure. Similarly, Bud Light’s parent company responded to the controversy by placing executives on leave after partnering with a transgender influencer (the partnership resulted in a sales decline).