This major retailer was forced to roll back its DEI initiatives over outrage from customers

Sherman40336, CC BY-SA 4.0,, via Wikimedia Commons

Corporate America seemed to jump all-in on the diversity, equity, and inclusion initiatives.

But normal people don’t want to be forced to listen to the woke ideologies that come with it.

And this major retailer was forced to roll back its DEI initiatives over outrage from customers.

Pride month sparks boycott of another major retailer in the U.S.

LGTBQ Pride Month is officially over, but it wouldn’t have been complete without a good “go woke, go broke story.” 

This year’s lesson was learned by the “largest rural lifestyle retailer in the United States,” Tractor Supply. 

Robby Starbuck, a former Hollywood filmmaker, led the charge.

On June 6, Starbuck shared a thread that was viewed nearly three million times and started one of the summer’s biggest retail boycotts. 

The thread highlighted Tractor Supply’s involvement in “pride/drag events,” “DEI hiring practices,” and “Climate change activism.”

Starbuck slammed the company for disregarding the values of their most loyal customers and embracing the woke ideology. 

The post was a call to action to contact “corporate to respectfully state your position” and “start buying what you can from other places until Tractor Supply makes REAL changes.

Starbuck tells Tractor Supply CEO to spend his own money on woke initiatives 

“We must make our voices heard,” he said to his followers on X. 

Starbuck specifically targeted the CEO, Hal Lawton, and said that he needed to understand that customers’ “hard earned money” shouldn’t be spent on “woke priorities.” 

“If he supports this stuff then he should spend some of his $11M salary or tens of millions in stock on it instead of using the money we spend at Tractor Supply,” Starbuck said. 

It only took about three weeks to break the dam and see a statement from leadership at the company.

The statement, released on June 27, stopped short of an apology. 

But it did say that they “deeply value” their customers and the “communities” their stores are located in. 

“We are passionate about being good neighbors in our hometowns because without you, we would not be what we are,” they said. 

And the statement even came with a list of actions they will take to remedy the situation.

“Rural communities are the backbone of our nation”

Tractor Supply made it clear they understand that “customers’ hard-earned dollars” should be spent wisely and not taken for granted. 

They vowed to end their relationship with the Human Rights Campaign and to “eliminate DEI roles and retire [their] current DEI goals.”

Instead of championing woke causes, the company will begin to “focus on rural America(n) priorities, including ag education, animal welfare, veteran causes, and being a good neighbor.”

Tractor Supply will begin to “refocus” their efforts on engaging with their team members and attempt to bring people together rather than divide them. 

“As we look forward to celebrating our nation’s independence, we also celebrate more than 50,000 team members across 2,250 stores,” they said. 

“Rural communities are the backbone of our nation and what makes America great. We are honored to be a part of them,” they added.

This was a huge victory for conservatives and another defeat for the woke ideologues.

Patriot Political will keep you up-to-date on any developments to this ongoing story.