Tractor Supply Drops DEI, Apologizes Following Customer Feedback

Home improvement and agriculture retailer Tractor Supply announced Thursday that it is eliminating it’s diversity, equity and inclusion (DEI) activism initiatives and will focus instead on selling its products and focusing on “rural America priorities.”

The retailer, which has 2,250 stores and more than 50,000 employees, had become the focus of strong feedback from its customers after adopting DEI policies and taking part in non-business activities like pride festivals and voting campaigns.

Tractor Supply, in a statement posted to X said:

“We work hard to live up to our Mission and Values everyday and represent the values of the communities and customers we serve. We have heard from customers that we have disappointed them. We have taken this feedback to heart.”

The statement also contained specific steps the retailer would be taking to ensure that their activities and giving relate directly to their business.

This means that going forward, Tractor Supply will:

  • No Longer submit data to the Human Rights Campaign.
  • Refocus their Team Member Engagement Groups on mentoring, networking and supporting the business.
  • Further focus on rural America priorities such as ag education, animal welfare and veteran causes.
  • Eliminate DEI roles and retire current DEI roles while maintaining a respectful work environment.
  • Withdraw carbon emission goals and focus on land and water conservation efforts.

This policy shift marks one of the biggest and most complete reversals of corporate wokeism to date.

Swimming champion Riley Gaines congratulated Tractor Supply for listening and responding to their base.

Other retailers like Bud Light and Target have seen significant financial losses over customer unhappiness with their companies’ activism.

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Notable Replies

  1. Avatar for Susan Susan says:

    This is really great news! Tractor Supply has shown exactly what they think about the people who up until now have made up their customer base. They have just told Middle America they hate us with a red-hot burning passion. And as much as you might not like it, they have the right to hate us–and to express that hatred. They have the right to free expression and freedom of association–and they have the right to put a big middle finger in our faces–which they have unequivocally done. The thing is–we should be thankful–truly thankful–that they have shown their true nature to us. They have unequivocally shown where their loyalties and priorities lie–and that is fine. Now…it is up to us to tell them whether or not we agree with them.

  2. It is really astonishing Tractor Supply would think their customer base would want them engaging in those activities. I shop are one nearby regularly. Heads should roll at that company.

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