Tractor Supply Company (Brentwood, Tenn.) announced the elimination of its diversity, equity and inclusion (DEI) initiatives, as well as its carbon emissions goals and support for Pride festivals, in response to customers opposed to such efforts.
“We have heard from customers that we have disappointed them,” the company said in a June 27 statement posted on its website. “We have taken this feedback to heart.”
The retailer said, “Going forward, we will ensure our activities and giving tie directly to our business. For instance, this means we will:
- 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 statement continued, “As we look forward to celebrating our nation’s independence on July 4, we also celebrate our more than 50,000 team members across 2250 stores. Rural communities are the backbone of our nation and what make America great. We are honored to be a part of them.”
Customers and non-customers alike voiced their opinions on the statement across social media platforms. On Facebook, Anna Woodcock, owner of Brown Dog Bakery in Ankeny, IA, had this to say: “I find their response confusing and counterintuitive to their actual business practices and locations. They ARE in my totally suburban community. I highly doubt most customers are living on any type of farm or are in 4H. So being in a suburban neighborhood, I would venture to guess a percentage of their customer base is part of the LGBTQ community. To come out and basically say they don’t want to be inclusive or consider that is a demographic that could be a good part of their base seems quite frankly irresponsible of them. But as a local independent pet supply store, I will absolutely gladly take in those customers. If they only want a certain type of customer, then I guess they should quit building in urban and suburban areas where diversity is celebrated.”
Kaitlin McGrath, owner of Belmont Pet Shop in Belmont, MA, added, “Way to go with directly putting their political views out in the open! IMO, if they have a wallet and want to shop with me, my doors are open. Doesn’t seem like a great business move on their part.”