Tractor Supply — with its 50 Georgia stores — slashes DEI and climate goals after conservative pressure campaign

Tractor Supply Company, which bills itself as the largest rural lifestyle retailer in the U.S., will eliminate its diversity, equity and inclusion (DEI) roles, withdraw its carbon emissions goals and stop sponsoring Pride events in response to criticism from conservative activists.

The Brentwood, Tenn.-based company announced the series of sweeping changes in a statement shared to social media on Thursday, bringing a weeks-long, right-wing pressure campaign to a close.

“We work hard to live up to our Mission and Values every day and represent the values of the communities and customers we serve,” it said. “We have heard from customers that we have disappointed them. We have taken this feedback to heart.”