Dive Brief:
- The National Black Farmers Association on Tuesday called on Tractor Supply President and CEO Hal Lawton to resign, following the retailer’s decision last week to nix its diversity and climate goals.
- On Thursday, the retailer announced it will eliminate all its diversity, equity and inclusion roles, withdraw its carbon-emission targets, end support for Pride events and voting efforts, and cease data-sharing with LGBTQ+ advocacy group the Human Rights Campaign.
- Tractor Supply didn’t immediately respond to requests for comment.
Dive Insight:
In walking back its diversity and climate initiatives last week, Tractor Supply cited customer feedback, saying it has “heard from customers that we have disappointed them. We have taken this feedback to heart.”
However, the statement arrived after three weeks of social media frenzy around its DEI and climate policies. An activist who led the campaign criticizing Tractor Supply for “going woke” took credit for the retailer’s retreat.
Tractor Supply’s climate and diversity commitments had given “hope to many farmers, especially those from underrepresented communities,” the NBFA said in its release. Now, contrary to Tractor Supply’s contention that it will “work hard to live up to our Mission and Values every day and represent the values of the communities and customers we serve,” the retailer has once again disappointed Black farmers, who are also customers, according to NBFA President John Boyd.
For example, the group has tried to work with the Tractor Supply Foundation for years. This year the foundation was considering an NBFA proposal, but last week told Boyd that all contributions were on hold. However, the same day, the foundation announced $1 million in donations to veterans groups.
“I'm certainly not opposed to that. But they support predominantly White organizations, and they've never done anything to support the National Black Farmers Association, the largest advocacy group in the United States representing Black farmers,” Boyd said by phone. “Rural America isn't just White people. It’s Black people and others too.”
Boyd is a fourth-generation farmer as well as a Tractor Supply shareholder and regular customer who as a Preferred Plus Neighbor loyalty member makes multiple purchases each week.
“I am appalled by this decision, which is reflective of the ongoing racial tension and division in America,” he said in a statement. “This affects our 130,000 members, many of whom regularly shop at Tractor Supply. Having repeatedly attempted to discuss our concerns with Mr. Hal Lawton, I am now calling for his immediate resignation."
