Tractor Supply Halts Support for Gay Pride and DEI Initiatives

Staff report

June 27, 2024

Ellettsville, Indiana — Tractor Supply Company, a leading retail chain, with a store located in Ellettsville, Indiana, focused on serving rural communities, made a recent corporate announcement to withdraw support for gay pride, diversity, equity, and inclusion (DEI) initiatives.

The statement, posted on the company’s website, marks a significant shift in its community engagement strategy, emphasizing a renewed focus on “traditional” rural values.

“For more than 85 years, Tractor Supply has been focused on one thing…serving Life Out Here,” the statement begins, highlighting the company’s longstanding commitment to its customers and communities. The company expressed gratitude for its customers’ support, noting substantial investments in veteran causes, emergency response, animal shelters, state fairs, rodeos, and farmers markets.

However, the company acknowledged it received feedback from customers who felt disappointed by some of its recent activities and sponsorships. “We have heard from customers that we have disappointed them. We have taken this feedback to heart,” the statement reads.

Last year, Bud Light, owned by Anheuser-Busch Companies, LLC, faced significant backlash after expressing support for trans rights, particularly following a marketing partnership with transgender influencer Dylan Mulvaney. The campaign, intended to promote inclusivity and diversity, was met with a strong negative response from a portion of its customer base, leading to calls for boycotts and a notable decline in sales.

Tractor Supply outlined several significant changes:

  • The company will no longer submit data to the Human Rights Campaign.
  • Team Member Engagement Groups will refocus on mentoring, networking, and supporting the business.
  • Sponsorships for non-business activities such as pride festivals and voting campaigns will be discontinued.
  • DEI roles will be eliminated, and current DEI goals will be retired.
  • The company will withdraw its carbon emission goals to concentrate on land and water conservation efforts.

“We work hard to live up to our Mission and Values every day and represent the values of the communities and customers we serve,” the company asserted. It emphasized that future activities and donations would be closely tied to its business and the priorities of rural America, including agricultural education, animal welfare, and veteran causes.

“Rural communities are the backbone of our nation and what make America great. We are honored to be a part of them,” the statement concludes.

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