Home improvement and agriculture retailer Tractor Supply announced Thursday that it is eliminating it’s diversity, equity and inclusion (DEI) activism initiatives and will focus instead on selling its products and focusing on “rural America priorities.”

The retailer, which has 2,250 stores and more than 50,000 employees, had become the focus of strong feedback from its customers after adopting DEI policies and taking part in non-business activities like pride festivals and voting campaigns.

Tractor Supply, in a statement posted to X said:

“We work hard to live up to our Mission and Values everyday and represent the values of the communities and customers we serve. We have heard from customers that we have disappointed them. We have taken this feedback to heart.”

The statement also contained specific steps the retailer would be taking to ensure that their activities and giving relate directly to their business.

This means that going forward, Tractor Supply will:

This policy shift marks one of the biggest and most complete reversals of corporate wokeism to date.

Swimming champion Riley Gaines congratulated Tractor Supply for listening and responding to their base.

Other retailers like Bud Light and Target have seen significant financial losses over customer unhappiness with their companies’ activism.