What's going on with Tractor Supply Co.? Backlash leads store to drop DEI efforts

Tractor Supply, a rural lifestyle retail chain with locations across the country is altering its company initiatives after backlash from conservative consumers.

According to a statement released on Thursday, the company said the "hard-earned dollars" of consumers should go to communities "we all love," therefore, they will ensure "activities and giving" tie directly to the business through a series of changes. Many LGBTQ+ supporters replied on social media, saying they'll take their business elsewhere.

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Here's what we know.

Tractor Supply Co. eliminates DEI efforts amidst backlash from conservative consumers

Tractor Supply announced five major changes to better "represent the values of the communities and customers we serve" in Thursday's release, including no longer submitting data to the Human Rights Campaign, refocusing Team Member Engagement Groups on mentoring, networking and supporting the business, focusing 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, eliminating DEI roles and retiring current DEI goals while still ensuring a respectful environment and withdrawing carbon emission goals and focusing on land and water conservation efforts.

As previously reported by The Tennessean, the changes follow backlash from Robby Starbuck, a former Hollywood director turned conservative activist who shared a nearly eight-minute video on X exposing the company's support for the LGBTQ+ community.

Read more from The Tennessean: Why the controversy about Tractor Supply? Tennessee-based company drops DEI, inclusion and climate initiatives

Robby Starbuck posts to X about LGBTQ+ support from Tractor Supply

Starbuck's nearly eight-minute post started by showing LGBTQ+ flags at a distribution center in Franklin, Kentucky.

"I take no pleasure in doing this. I am a Tennessean. I do not want to hurt a Tennessee company, but conservatives deserve to know that this is where their money's going and it gets worse, there is more," he said in the video. Click here for more information.

Why are people mad at Tractor Supply?

After backlash from conservative consumers, Tractor Supply is eliminating DEI initiatives and refocusing efforts on other things. According to an opinion piece published in The Tennessean in 2021, CEO Hal Lawton said he hoped to address multiple long-term DEI initiatives including increasing employees of color at the management level and above by 50% by 2026, increasing funding for education for African American communities by 30% by 2026 and reducing greenhouse gas emissions by 50% by 2030.

The company is now reprioritizing the "future of rural America" through support of veteran causes, emergency response, animal shelters, state fairs, rodeos, Future Farmers of America and more.

What does the statement from Tractor Supply Co. say?

In response to the statement, some LGBTQ+ supporters posted that they'll no longer shop there.

Tractor Supply locations in Indiana

• Bedford

• Bloomington/Ellettsville

• Danville

• Franklin

• Greencastle

• Greenwood

• Linton

• Mooresville

• Plainfield

• Seymour

This article originally appeared on Indianapolis Star: Tractor Supply Co.'s DEI controversy: What happened?