“Social justice” activists and supporters of “diversity, equity, and inclusion” initiatives were dealt a blow this week when Tractor Supply Co. announced it would be responsive to its customers and jettison its DEI commitments.

Tractor Supply Co. is a major retail chain specializing in products for home improvement, agriculture, livestock, and lawn and garden maintenance. Founded in 1938 as a mail-order tractor parts operation, it has grown into a leading rural lifestyle retailer with over 1,900 stores across the United States.

As previously reported by The Dallas Express, businesses all over the country have been receiving pushback from consumers over perceived political messaging and virtue signaling through things like DEI initiatives and associated race-based hiring practices.

Here’s some of what Mirna Alsharif had to report on this development for NBC News:

The home improvement and agriculture chain released a statement Thursday addressing the criticism and announcing the change.


“We have heard from customers that we have disappointed them,” read the statement posted on X. “We have taken this feedback to heart.”


The company also announced other changes it would make, including no longer submitting data to the LGBTQ advocacy group Human Rights Campaign, focusing “on rural America priorities” including education and veterans causes, and no longer sponsoring “nonbusiness activities like pride festivals and voting campaigns.”


This move comes after weeks of criticism spearheaded by Robby Starbuck, a producer and director turned conservative political commentator.

To read more about this development, please click HERE.