Tractor Supply, a rural retailer known for selling farming equipment, announced on social media this week that it was reversing course on woke initiatives after facing backlash from conservative activists online.
The company faced potentially having to deal with the same fallout of other major corporations that embraced wokeness, including Anheuser-Busch and Target.
“Every day our 50,000 Team Members take care of our customers like family,” the company said in a statement. “We deeply value our relationship with our customers and the communities we call home.”
The company said it had invested millions of dollars in conservative causes, including “veteran causes, emergency response, animal shelters, state fairs, rodeos and farmers markets.”
“We have also invested in the future of rural America,” the company said. “We are the largest supporter of FFA and have longstanding relationships with 4-H and other educational organizations.”
The company said that it heard from customers after activists online — including Robby Starbuck, who organized the campaign — brought to their attention actions that the company took that they were disappointed in.
“Going forward, we will ensure our activities and giving tie directly to our business,” the company said.
The company listed the following examples of actions that it would take to remedy the situation:
- No longer submit data to the Human Rights Campaign
- Refocus our Team Member Engagement Groups on mentoring, networking and supporting the business
- Further focus on rural America priorities including ag education, animal welfare, veteran causes and being a good neighbor and stop sponsoring nonbusiness activities like pride festivals and voting campaigns
- Eliminate DEI roles and retire our current DEI goals while still ensuring a respectful environment
- Withdraw our carbon emission goals and focus on our land and water conservation efforts
The company said it would continue listening to its customer base and work to earn their trust.
The statement was well received on the political Right, including by Andrew Surabian, a top adviser to Donald Trump Jr.
“This is a huge win and proof that major brands are recognizing that going woke is bad for business — a big change from 5 years ago,” he posted on X. “Credit to Tractor Supply for changing course and doing the right thing.”
Conservative activist Christopher Rufo posted: “Well done. Thank you, Tractor Supply. I will be doing more business with you in the future.”
Jeremy Redfern, press secretary for Florida Governor Ron DeSantis, posted on X: “Cutting off the @HRC , supporting causes that make a difference, eliminating DEI, focusing on conservation. Very based.”
Sen. Roger Marshall (R-KS) also weighed in: “. @TractorSupply deserves a lot of credit for recognizing the need for major course correction. I hope other companies will follow their lead and totally abandon all the woke garbage that has rotted corporate America.”
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