Tractor Supply Co. is facing controversy after recent decisions regarding its diversity, equity and inclusion (DEI) initiatives sparked reaction from both ends of the political spectrum. On June 6, conservative commentator Robby Starbuck posted a video on X, formerly Twitter, calling for a boycott and criticizing the company’s DEI programs and environmental advocacy efforts.
Since calls for a boycott first began circulating, Tractor Supply’s stock value declined by 5%. In response to customer feedback and pressure, Tractor Supply’s CEO issued a statement outlining significant changes in the company’s approach.
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“We have heard from customers that we have disappointed them,” the letter said. “We have taken this feedback to heart.”
Tractor Supply announced the elimination of DEI-specific roles and goals, while reaffirming its commitment to maintaining a respectful workplace environment. The company also disclosed plans to shift focus away from carbon emission goals towards land and water conservation efforts.
Additionally, Tractor Supply will cease sponsorship of non-business-related activities such as Pride festivals and political campaigns.
While the move was welcomed by conservatives advocating for the boycott, it was criticized among liberal groups and organizations.
John Boyd Jr., the National Black Farmers Association president, criticized the decision, calling it a step backward for race relations, particularly in rural America. The association hinted at potential calling for their own boycott if Tractor Supply does not reconsider its stance.
In response to the backlash, an animal sanctuary in New York initiated a boycott against Tractor Supply, citing irreconcilable differences in values.
Starbuck, the initiator of the original conservative boycott campaign, addressed the latest developments in another post on X.
Tractor Supply has not commented further on the boycott.