Major nationwide retailer backtracks on DEI as it slashes funding for Pride events after ‘customer disappointment’

Tractor Supply Company has backtracked on its DEI initiatives after experiencing “disappointment” from its conservative customer base.

The retailer, which sells DIY and gardening tools in more than 2,400 stores nationwide, said last week it was scrapping its diversity, equality and inclusion policy because it “takes feedback (from customers) to heart”.

With this move, the company will end its sponsorship of “pride festivals and voting campaigns” and eliminate all internal DEI roles and goals.

“We have heard from customers that we have disappointed them,” the company said in a statement, adding that it “will continue to provide a respectful environment.”

The company’s rollback of DEI comes after several major companies have taken huge financial hits in recent years for being seen as “woke.”

For example, Bud Light lost its position as the best-selling beer in America after a collaboration with transgender influencer Dylan Mulvaney, and Target was boycotted last year for its “tuck friendly” LGBTQ Pride Month merchandise.

For Tractor Supply Co., the rollback of its DEI initiatives appears to have been prompted by conservative opposition on social media, led by Republican influencer and failed congressional candidate Robby Starbuck.

Starbucks, a music video producer who unsuccessfully ran for Congress in Tennessee in 2022, took aim at the company in a series of tweets earlier this month.

“It’s time to expose Tractor Supply,” he began one tweetwhich was viewed almost three million times.

He specifically cited the company’s DEI hiring policies, LGBTQ training for employees, climate change initiatives, and alleged “gender transition funding.”

The company’s CEO and president, Hal Lawton, was criticized for his DEI initiatives and allegedly “liked posts attacking unvaccinated people”

The company’s DEI rollback comes after several major companies have taken huge financial hits in recent years after being perceived as “woke,” including Bud Light’s disastrous partnership with transgender influencer Dylan Mulvaney (pictured) last year.

Last year, Target sold “tuck-in friendly” swimsuits for women, leading to calls for a boycott from conservative customers

Starbucks also named CEO and President Hal Lawton, claiming he “liked posts attacking unvaccinated people.”

He urged his followers to forward Tractor Supply Co.’s emails and phone calls to headquarters to express their disapproval and to boycott Tractor Supply Co.’s products.

According to the Financial Times, Starbucks’ campaign against the company had an immediate effect, with its share price dropping by five percent in the past month.

Starbuck took a victory lap after Tractor Supply Co. reversed course, claiming a “huge victory.” He called it “the greatest boycott victory of our lifetime.”

This claim seems exaggerated, considering that Bud Light lost a whopping $27 billion in market value after the Mulvaney debacle.

Tractor Supply Co. said the announcement “will safeguard our operations and we will continue to supply tires directly to our company.”

This includes no longer providing internal data to the LGBTQ advocacy group Human Rights Campaign and ending carbon emissions targets in favor of land and water conservation.

While some conservatives praised the move, others criticized the company for bowing to pressure.

Tennessee State Senator Charalene Oliver said on X: ‘Imagine being headquartered in the ninth wealthiest county in the country, but simultaneously claiming to be the “biggest supporter” of rural America, where poverty is greatest.

“It’s also disgusting to spread hate and bigotry in the same month as Juneteenth and Pride.”

Sarah Kate Ellis, president and CEO of GLAAD, told The Advocate the move was “embarrassing.”

“By shamefully pandering to the petty whims of anti-LGBTQ extremists, Tractor Supply is losing touch with the vast majority of Americans who support their LGBTQ friends, family and neighbors,” she said.

“It sends a terrible message that a rural business would work so hard to harm LGBTQ customers and employees during Pride month.”