American retailer Tractor Supply Company has decided to eliminate its diversity, equity, and inclusion roles and goals due to conservative criticism. The company, known for its home improvement and agriculture offerings, made the announcement after receiving feedback from customers. Tractor Supply Company plans to focus more on rural America priorities such as education and veteran causes, while no longer participating in nonbusiness activities like pride festivals and voting campaigns. This change comes after backlash led by conservative commentator Robby Starbuck, who argued that the company's emphasis on diversity was divisive. Tractor Supply Company stated that they will continue to engage with their customers and team members in the future. The decision has sparked mixed reactions, with some applauding the move while others express disappointment and vow to take their business elsewhere. This development underscores the ongoing tensions around issues of diversity and inclusion in corporate America.