Tractor Supply Company, the largest rural lifestyle retailer in the U.S., will eliminate its diversity, equity, and inclusion (DEI) roles, withdraw its carbon emissions goals, and stop sponsoring Pride events in response to criticism from conservative activists.

The Brentwood, Tennessee-based company announced these changes on social media, ending a weeks-long right-wing pressure campaign.

The company emphasized its commitment to its Mission and Values, acknowledging customer feedback and disappointment.

Tractor Supply operates over 2,200 stores across 49 states, serving primarily farmers, horse owners, ranchers, tradesmen, and suburban and rural homeowners, NPR has reported.

The Fortune 500 company, nationally recognized for its inclusive and diverse workplace, was featured in Bloomberg’s Gender Equality Index and Newsweek’s list of America’s Greatest Workplaces for Diversity last year.

However, it recently faced conservative backlash for these DEI initiatives and, like other retailers, has decided to scale them back in response.

Written by B.C. Begley