Tractor Supply Co., which operates 50 locations across Alabama, is eliminating woke policies after a call for a boycott earlier this month.
Customers in rural areas came out of the woodwork with complaints on social media and in the farming supply company's executives' inboxes.
Revealing documents showed Tractor Supply Co. was sharing information with the Human Rights Campaign, sponsoring Pride parades, setting carbon emission goals and implementing DEI (diversity, equity and inclusion) employee policies.
The company's stock fell 3% over the past month, and as information was shared, the situation worsened for executives. On Thursday, the company released a statement reaffirming its appreciation for its customer base.
"For more than 85 years, Tractor Supply has been focused on one thing…serving Life Out Here," the statement read. "Every day our 50,000 Team Members take care of our customers like family. We deeply value our relationship with our customers and the communities we call home."
Statement from Tractor Supply pic.twitter.com/ZMweR8JVuy
— Tractor Supply (@TractorSupply) June 27, 2024
"We are passionate about being good neighbors in our hometowns because without you, we would not be what we are," the statement continued. "It is imperative to us that our customers' hard-earned dollars are taking care of our Team Members and the communities we all love. As you supported us, we have invested millions of dollars in veteran causes, emergency response, animal shelters, state fairs, rodeos and farmers markets. We have also invested in the future of rural America. We are the largest supporter of FFA and have longstanding relationships with 4-H and other educational organizations."
The company stated it is working to live up to the values of communities and customers. It said that going forward, it will ensure "activities and giving tie directly to our business."
The company pledged to:
No longer submit data to the Human Rights Campaign
Refocus our Team Member Engagement Groups on mentoring, networking and supporting the business
Further focus on rural America priorities, including ag education, animal welfare, veteran causes and being a good neighbor and stop sponsoring nonbusiness activities like pride festivals and voting campaigns.
Eliminate DEI roles and retire our current DEI goals while still ensuring a respectful environment
Withdraw our carbon emission goals and focus on our land and water conservation efforts
Since the release of the statement, stock prices increased by over 2%.
"We will continue to listen to our customers and Team Members," Tractor Supply added. "Your trust and confidence in us are of the utmost importance, and we don't take that lightly."
Summerdale Mayor David Wilson told 1819 News his Baldwin County community is diverse, but he believes the Tractor Supply client base is likely more conservative.
"Tractor Supply does really great business in the area of Summerdale," Wilson said.
Wilson said he hasn't heard of any boycotts at the Summerdale location. Workers there told 1819 News they were not at liberty to speak about the issue on the local level.
However, Wilson said the city is mostly conservative, even though it has a diverse population. The City recently adopted the motto "In God We Trust" and passed a resolution in support of Israel. Wilson believes most Tractor Supply customers likely fall into this category.
There are three Tractor Supply stores in Baldwin County: Summerdale, Daphne and Bay Minette. A new Tractor Supply is being built in Foley. There is no word on an opening date.
To connect with the author of this story or to comment, email erica.thomas@1819news.com.
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