Tractor supply anti gay
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He posts dozens of times over the course of weeks to get his followers' attention, urging them to protest with their voices and their wallets.
“If you give people the information, they are going to make wise choices with it, especially if you are doing it in a way that is focused at the right demographics and at the right customer base,” he told USA TODAY.
Starbuck’s message resonated with Ultimate Fighting Championship star Sean Strickland who has owned Harley-Davidson motorcycles most of his life.
According to an opinion piece published in The Tennessean in 2021, CEO Hal Lawton said he hoped to address multiple long-term DEI initiatives including increasing employees of color at the management level and above by 50% by 2026, increasing funding for education for African American communities by 30% by 2026 and reducing greenhouse gas emissions by 50% by 2030.
The company is now reprioritizing the "future of rural America" through support of veteran causes, emergency response, animal shelters, state fairs, rodeos, Future Farmers of America and more.
What does the statement from Tractor Supply Co.
say?
In response to the statement, some LGBTQ+ supporters posted that they'll no longer shop there.
Tractor Supply locations in Indiana
Inside Robby Starbuck's anti-DEI war on Tractor Supply, John Deere and Harley-Davidson
Last week Robby Starbuck, a conservative activist, launched a boycott of Harley-Davidson, calling out the iconic motorcycle maker for a range of “woke” offenses, from hosting an LGBTQ+ boot camp at its offices to supporting gay and transgender equality legislation.
“Just get rid of the social issues and divisive causes,” Starbuck said in a nine-minute video on social media platform X, where he has more than a half million followers.
Harley has to think about the future,” Sadowski said.
John Deere, Tractor Supply face backlash
While Starbuck's anti-DEI campaign resonated in right-wing corners of the internet, giving in to Starbuck's pressure tactics wasn't popular with all Tractor Supply and John Deere customers.
Kansas rancher Brandi Buzzard Frobose said she was disappointed in Tractor Supply – TSC – which is a staple in the lives of American farmers.
“Whether TSC wants to acknowledge it or not, LGBTQ+ people and people of color (POC) do live and work in rural America.
This year, Target scaled back the collection and didn’t carry it in all stores.
Tractor Supply Co. eliminates DEI roles and goals following conservative criticism
American retailer Tractor Supply Co. has eliminated its diversity, equity and inclusion roles and goals following weeks of conservative criticism online.
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.
Starbuck took aim at Tractor Supply Co.’s initiatives to prioritize diversity, equity and inclusion, saying that they are “putting more of a focus on race that divides us.” He also criticized the company for celebrating Pride Month, providing scholarships to LGBTQ+ youth and donating money to an advocacy organization that worked on stopping deportations during the presidency of Donald Trump.
In its statement, Tractor Supply Co.
said it will continue to listen to its customers and team members.
The statement’s comment section was divided, with some thanking the company for its change of course and others saying they won’t shop thereanymore.
NBC News has reached out to Tractor Supply Co. for comment.
Mirna Alsharif
Mirna Alsharif is a breaking news reporter for NBC News.
What's going on with Tractor Supply Co.?
Backlash leads store to drop DEI efforts
Tractor Supply, a rural lifestyle retail chain with locations across the country is altering its company initiatives after backlash from conservative consumers.
According to a statement released on Thursday, the company said the "hard-earned dollars" of consumers should go to communities "we all love," therefore, they will ensure "activities and giving" tie directly to the business through a series of changes.
Target sales suffered a similar fate over Pride Month merchandise. But that’s what he became when he quit his $80,000-a-year job at Tractor Supply in Ray Brook, New York.
A retail manager with three decades of experience, Montello, 57, leaped at the chance to live in the Adirondacks where he vacationed. I do not want to hurt a Tennessee company, but conservatives deserve to know that this is where their money's going and it gets worse, there is more," he said in the video.
Tennessee-based company drops DEI, inclusion and climate initiatives
Robby Starbuck posts to X about LGBTQ+ support from Tractor Supply
Starbuck's nearly eight-minute post started by showing LGBTQ+ flags at a distribution center in Franklin, Kentucky.
"I take no pleasure in doing this. He’s been out since college and everyone in his local hog chapter knows that he’s gay.
He's a live-and-let-live kind of guy − he says "Harley-Davidson is about freedom and riding" − and it bothers him that Starbuck trades in stereotypes that stir division.
“It’s easier for you to feed your prejudices than it is to get to know people and see if there is any merit to it," Sadowski said.
“I’m not any type of activist,” he said.
So Montello texted his boss and turned in the store keys the same day. He misses the job he loved, but he says he does not regret his choice.
“I felt like it was time to stand up for what I believe in, that all people are created equal and should be treated with respect,” he said.
.
“HD has been judged, criticized, and attacked for various things over its 120-year history.“That experience, and now taking a look around at our current political environment, makes it even more concerning to see TSC pulling back from supporting marginalized groups.”
National Black Farmers Association President John Boyd Jr. called for the resignation of Tractor Supply CEO Hal Lawton and John Deere CEO John May. He told USA TODAY that Black farmers buy feed from Tractor Supply and farm equipment from John Deere, yet both companies are moving away from commitments to diversity.
“They see themselves as white male companies.
I am a Tennessean.
“Our ultimate goal is to get companies to a neutral place,” Starbuck said.
Eric Bloem, vice president of programs and corporate advocacy at the Human Rights Campaign, sees Starbuck very differently, as a fringe crusader who traffics in dangerous anti-gay and anti-transgender rhetoric that is out of step with most Americans.
It's a dirty (expletive) liberal company and I accepted that,” Strickland said. “This is an overreaction to loud voices who are upset that LGBTQ+ and POC exist in agriculture and deserve equity and equality in our communities and workplaces.”
Ryan Goodman, founder of Pride in Agriculture, said the Tractor Supply team was “incredibly supportive” when he worked there in high school.
The proportion of younger people who identify as LGBTQ+ is even higher – more than 1 in 5 Gen Z adults, ages 18 to 23.
Research also suggests that Americans are more likely to patronize brands that support the LGBTQ+ community.
“This is obviously something that is having a moment, so to speak,” Bloem said of Starbuck's campaigns against DEI.
But, "this notion that we need a return to sanity or a return to neutrality is something that doesn’t resonate with people who are legitimately focused on business outcomes.”
Harley-Davidson riders react to campaign
Harley-Davidson riders headed to the Sturgis Motorcycle Rally said word was already spreading about Starbuck’s campaign.
Farm equipment manufacturer John Deere stopped short of meeting Starbuck's demands to eliminate its DEI programs but said it would no longer participate in or support “social or cultural awareness parades, festivals or events” such as Pride parades.
“They helped me get started and learn how to care for customers within the resources we had to work with,” Goodman wrote in a blog post.
It's different."
Harley-Davidson did not respond to a request for comment.
Corporate watchdog or social extremist?
Four years ago when George Floyd died under a white police officer’s knee, major brands made pledges to increase diversity and inclusion. John Deere did not respond to a request for comment.
Targeting companies with conservative customers
Starbuck credits his quick success to targeting brands with broad appeal among conservatives that he says have fallen “out of alignment” with their customers.
It is going to take a little more than some washed-up podcaster to make a dent in this company.”
Chris Sadowski, 65, who lives outside Milwaukee in a deep-red stretch of Wisconsin, says he has been around Harleys all his life and has been riding one for eight years.
“I rolled into South Dakota on my 2003 100th anniversary pre woke edition Electra glide,” one wrote to Starbuck on X.
“I heard HD Sturgis HQ is gonna be like Bud Light tent was last year!”
Country artist Travis Tritt called the allegations "disturbing."
"I seriously doubt that pushing a DEI agenda will be very popular with any of the HOG members I know," Tritt said on X.
Though his attacks may have won points with many Harley-Davidson riders, Starbuck also has his share of detractors.
A Harley-Davidson dealership in Vermont accused him of playing fast and loose with the facts and exploiting hot-button issues for personal gain.