On June 27, Tennessee-based Tractor Supply posted a letter on its website, saying that due to customer backlash, the company will would cut diversity-focused positions and withdraw its carbon-emissions goals, in order that Tractor Supply “represent the values of the communities and customers we serve,” the letter said.

“Going forward,” the letter continued, “we will ensure our activities and giving tie directly to our business.” The company said that it will 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 (diversity, equity and inclusion) roles and retire our current DEI goals while still ensuring a respectful environment; and
• Withdraw our carbon emission goals and focus on our land and water conservation efforts

“As you supported us, we have invested millions of dollars in veteran causes, emergency response, animal shelters, state fairs, rodeos and farmers markets,” the letter read. “We have also invested in the future of rural America.”

The company’s blatant choice to divest of its ties to the LGBTQ community and human rights is in direct and hypocritical contrast to the rest of the letter, in which it states that the company will continue to train its focus on “Life Out Here,” a code term used to describe rural America, a blatant and bigoted inference that suggests that there is an invisible boundary line in the country that once crossed no longer requires the need to recognize basic equality – particularly toward people who don’t look like them, don’t worship like them, don’t love like them and don’t share the same “American values” as they do.  

“We work hard to live up to our Mission and Values every day and represent the values of the communities and customers we serve,” the letter reads, a 180-degree turnabout from comments made by Tractor Supply’s Executive Vice President Melissa Kersey as recently as February 2023, who said, “Our deeply rooted mission and values are the foundation of who we are as an organization. They dictate that Tractor Supply prioritize a safe, respectful and inclusive work environment that values diversity of thought and perspective.”

In short and in no uncertain terms, they caved. Tractor Supply abruptly tossed aside its support of equity, diversity and inclusion in order to appease a faction of America on an information warpath to whitewash the country in order that it become reflective of their far-right wing agenda. Tractor Supply is far from the only major company to incur the wrath of the “Life Out Here” contingent. After it ran an advertisement that featured a transgender social media influencer, Bud Light’s sales decreased. Target saw its sales drop after it came out with a Pride Month clothing collection. 

It is perhaps too soon to predict the potential boost or fallout Tractor Supply’s decision will have on the company’s bottom line, but their line in the sand – one that illuminates the vast differences between “Life Out Here” and the rest of America – has already been drawn. They have chosen to hold hands with those who do not wish to embrace equality in America.

There are more than 2,500 Tractor Supply stores in the United States, including locations in Parkesburg, Lebanon, Oxford, Toughkenamon and in nearby Elkton, Md.

The author of this editorial has been a “member” of Tractor Supply for the past several years…at least he was until last week. Outrage works two ways.