Tractor Supply Company, which bills itself as 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 Fortune 500 company has been nationally recognized as an inclusive and diverse workplace, including last year in Bloomberg’s Gender Equality Index and Newsweek’s inaugural list of America’s Greatest Workplaces for Diversity.

But it recently became the target of conservative ire for that very reason, as the latest in a growing series of retailers to face backlash over — and ultimately walk back — its DEI initiatives.

Robby Starbuck, a music video director and Republican who ran unsuccessfully to represent Tennessee's 5th Congressional District in 2022, launched the campaign against Tractor Supply on X (formerly Twitter) earlier this month.

He wrote on June 6 that it was “time to expose Tractor Supply,” which he said was one of conservatives’ most beloved brands but was at odds with their values. He pointed to its DEI hiring practices, in-office Pride Month decorations, climate change activism and “funding sex changes,” among other complaints.