Why the controversy about Tractor Supply? Tennessee-based company drops DEI, inclusion and climate initiatives

Tractor Supply is altering its initiatives amid backlash from conservative consumers.

On June 27, Tractor Supply announced on social media changes they hope would live up to the views of its consumers. In the post, the Brentwood-based company said it would "ensure activities and giving tie directly to our business." The statement came in response to criticism regarding the company's diversity, climate and inclusion efforts.

Here is what to know about Tractor Supply's decision.

What was the controversy with Tractor Supply

Tractor Supply had goals that focused on environmental, social and governance. Many of the goals included working on diversity in the company and making it a place where all workers and customers feel comfortable.

In a 2021 opinion submitted to The Tennessean, CEO, Hal Lawton wrote that the company was:

• Significantly reducing their energy and water consumption
• Materially increasing the gender and ethnicity diversity of their Board and management Executive Committee,
• Conducting unconscious bias training for over 40,000 team members  
• Implementing a new six-week paid parental leave policy for full-time salary and hourly team members 

He also wrote that the company had long-term goals which included the following:

• By 2025, they will reduce the greenhouse gas emissions by 20% from what they were in 2020
• By 2026, double the number of stores where Team Members mirror the communities they serve
• By 2026, increase people of color at the manager level and above by 50%
• By 2026, increase funding to programs and education for Black and African Americans by 30%
• By 2026, increase spending with diverse suppliers by 35%
• By 2030, they will reduce greenhouse gas emissions by 50%
• By 2040, they are committing to achieve net zero emissions across all operations

Who started the campaign against Tractor Supply?

Robby Starbuck, a former Hollywood director turned conservative activist posted on X, formerly known as Twitter, on June 6 saying, "It's time to expose Tractor Supply." Starbuck claims Tennessee as his home after he moved here in 2019. He eventually made a failed attempt to run for Congress in 2022.

On X, Starbuck posted an almost eight minute video telling viewers about donations Tractor Supply has made to LGBTQ+ organizations over the past several years.

"I take no pleasure in bringing this all to light," Starbuck wrote on X. "I’m a Tennessean who loves to support TN companies but as a proud Tennessean I know these woke priorities don’t align with our state or @TractorSupply’s customer base."

Tractor Supply cuts DEI roles, inclusion and carbon emission goals

After about three weeks of criticism from customers online, Tractor Supply announced it would be listening to its customers and changing its methods to move away from DEI inclusion methods. The company said it would get rid of its diversity, equity and inclusion practices along with a few other changes.

The statement said, "We have heard from customers that we have disappointed them. We have taken this feedback to heart."

The campaign against the company seems to have worked as the Financial Times reported it knocked 5% off the share price in the past month. Hence Tractor Supply's quick response to the public's demands.

In response to the online criticism, Tractor Supply announced it would:

• No longer submit data to the Human Rights Campaign
• Refocus the team member engagement groups on mentoring, networking and supporting the business
• Further focus on rural America priorities including agricultural education, animal welfare, veteran causes, being a good neighbor and stop sponsoring nonbusiness activities like pride festivals and voting campaigns
• Eliminate DEI roles and retire current DEI goals while still ensuring a respectful environment
• Withdraw carbon emission goals and focus on land and water conservation efforts.

Is Tractor Supply supporting LGBTQ+?

In short, yes. In previous reports from the company, there have been donations to pride organizations along with the company allowing pride flags to be hung at warehouses.

The company has been nationally recognized as an inclusive and diverse workplace, including last year in Bloomberg’s Gender Equality Index and Newsweek’s inaugural list of America’s Greatest Workplaces for Diversity.

Who is Tractor Supply's biggest competitor?

Tractor Supply primarily focuses on providing power equipment, pet supplies, outdoor equipment and home improvement supplies. Stores that are similar to this include The Home Depot, Lowe's, Ace Hardware and John Deere.

Human Rights Campaign calls Tractor Supply's move 'shortsighted'

"Tractor Supply Co is turning its back on their own neighbors with this shortsighted decision," Eric Bloem, Vice President of Programs & Corporate Advocacy at the Human Rights Campaign, said in a statement. "LGBTQ+ people live in every zip code in this country, including rural communities. We are shoppers, farmers, veterans and agriculture students. Companies from every industry work closely with us to be sure their employees and customers are respected, valued and can get the job done for their workforce and shareholders. This is why the Tractor Supply Co – and most of the country's biggest employers – have worked with us for years to create inclusive policies and practices. Caving to far right extremists is only going to hurt the same folks that these businesses rely on."