The National Black Farmers Association (NBFA) has called for the resignation of Tractor Supply’s president and CEO, Hal Lawton, following the company’s recent decision to cut back on its corporate diversity, equity, and inclusion (DEI) initiatives and climate advocacy efforts. This demand comes amid growing backlash against the rural retailer, which announced last week that it would eliminate all DEI roles, cease sponsorships of events like Pride festivals, and withdraw its carbon emission reduction goals.
The decision by Tractor Supply, which sells a wide range of products from farming equipment to pet supplies, has sparked significant controversy. Critics argue that the company is capitulating to conservative activists who have opposed its efforts to promote social inclusivity and environmental responsibility. John Boyd Jr., president and founder of the NBFA, expressed his dismay over the company’s new direction, stating, “I was appalled by the decision. I see this as rolling back the clock with race relations — because the country is so divided on race, especially in rural America.”
Tractor Supply, headquartered in Brentwood, Tennessee, operates over 2,200 stores across the United States, primarily in rural areas. The retailer’s core customer base includes farmers and ranchers who rely on the company for livestock feed, trucking supplies, tools, and outdoor equipment. Boyd noted that many of the NBFA’s 130,000 members are located near Tractor Supply stores and have been loyal customers for years. Boyd himself, a Tractor Supply shareholder, estimated that he has spent over $10,000 at his local store in Virginia since January, purchasing supplies like fencing wire and feed for his cattle and horses.
Before the company’s announcement, conservative activists had been vocal on social media, criticizing Tractor Supply’s DEI efforts, sponsorship of LGBTQ+ events, and climate advocacy. In its statement last Thursday, Tractor Supply said it was making changes in response to feedback from disappointed customers, emphasizing that it took this feedback to heart. The company stated, “We will continue to listen to our customers and Team Members. Your trust and confidence in us are of the utmost importance, and we don’t take that lightly.”
Despite repeated attempts by the NBFA to discuss their concerns with Lawton, the organization received no satisfactory response, prompting them to call for his resignation. Boyd warned that the NBFA might consider a boycott of Tractor Supply if the situation does not improve. “He’s gone too far — and we have to let him know we’re not going to sit back and take this mess anymore,” Boyd said. “We’re tired of being mistreated by the government and Fortune 500 companies. Black farmers are going to start fighting back. And that’s what we’re doing.”
Some customers have already decided to take their business elsewhere. Squirrelwood Equine Sanctuary, a New York animal sanctuary that spends over $65,000 annually on livestock feed and other supplies at Tractor Supply, announced it would no longer support the retailer. Beth Hyman, co-founder of the sanctuary, said she was shocked by the company’s decision and informed her local store manager that the sanctuary could no longer support Tractor Supply if the announcement reflected its beliefs. The sanctuary’s stance was also shared on social media, where it received significant support.
Allen Adamson, co-founder of marketing consultancy Metaforce, commented on the situation, noting that the increasing political and ideological divide in the country has made it challenging for consumer-facing businesses to navigate such issues. “No matter which way you go on this, you’re going to upset big chunks of customers,” Adamson said. He added that consumers are increasingly influenced by social media and are more likely to redirect their spending if they feel companies do not align with their values. Adamson described Tractor Supply’s situation as “really tricky,” given its ties to rural communities and the pressure from anti-DEI activists.
Tractor Supply’s reversal follows similar boycott campaigns against other companies like Bud Light and Target over their LGBTQ+ marketing. Target, for instance, decided not to carry Pride Month merchandise in all its stores this June following backlash. Legal challenges to companies’ diversity and inclusion efforts have also gained more attention after the Supreme Court’s 2023 ruling to end affirmative action in college admissions, with conservative and anti-DEI activists seeking to set a similar precedent in the corporate world.
Other organizations and patrons of Tractor Supply have also expressed disappointment or outrage over the company’s recent announcement. The Human Rights Campaign, the largest advocacy group for LGBTQ+ rights in the U.S., criticized Tractor Supply for “turning its back on their own neighbors with this shortsighted decision.” The organization had worked with Tractor Supply to create inclusive policies and practices for years.
Boyd revealed that despite the NBFA’s long-standing efforts, Tractor Supply did not consult the group on past diversity and inclusion goals or participate in the organization’s conferences. The company recently invited the NBFA to apply to be a partner of Tractor Supply’s company foundation, but the organization learned on June 26 — one day before Tractor Supply’s announcement on its DEI and climate goals — that it was not among the groups selected.
Source: AP Business Writers
