Tractor Supply Co. eliminates DEI roles and goals following conservative criticism

American retailer Tractor Supply Co. has eliminated its diversity, equity and inclusion roles and goals following weeks of conservative criticism online.

The home improvement and agriculture chain released a statement Thursday addressing the criticism and announcing the change.

“We have heard from customers that we have disappointed them,” read the statement posted on X. “We have taken this feedback to heart.”

The company also announced other changes it would make, including no longer submitting data to the LGBTQ advocacy group Human Rights Campaign, focusing “on rural America priorities” including education and veterans causes, and no longer sponsoring “nonbusiness activities like pride festivals and voting campaigns.”

This move comes after weeks of criticism spearheaded by Robby Starbuck, a producer and director turned conservative political commentator.

Starbuck took aim at Tractor Supply Co.’s initiatives to prioritize diversity, equity and inclusion, saying that they are “putting more of a focus on race that divides us.” He also criticized the company for celebrating Pride Month, providing scholarships to LGBTQ+ youth and donating money to an advocacy organization that worked on stopping deportations during the presidency of Donald Trump.

In its statement, Tractor Supply Co. said it will continue to listen to its customers and team members.

The statement’s comment section was divided, with some thanking the company for its change of course and others saying they won’t shop there anymore.

NBC News has reached out to Tractor Supply Co. for comment.

This article was originally published on NBCNews.com