Tractor Supply Ditching 'Woke' Goals After Taking $2B Hit

 

After a conservative-led boycott campaign caused its market cap to plummet by more than $2 billion, Tractor Supply Co. vowed Thursday to stop pursuing left-leaning social and hiring goals and to refocus on marketing tractors and supporting rural America.

The farm and ranch supplier’s market cap took a roughly $2.4 billion dive from $31.2 billion on June 18 to $28.8 billion Thursday, after conservative filmmaker and activist Robby Starbuck launched an exposure campaign on X (formerly Twitter).He posted screenshots and videos depicting the company’s support of LGBTQ activism events; a hiring emphasis on diversity, equity and inclusion (DEI); and other politicized maneuvers he characterized as "woke."

But Tractor Supply Co. changed course Thursday...more