John Deere abandons Pride festival sponsorships following online right-wing pressure campaign

John Deere said Wednesday it would cease lending its name to social events like LGBTQ Pride parades — the latest corporation to reassess its stance on hot-button social issues as the culture wars ignite ahead of the presidential election. 

In a statement posted on its X account, the nearly 200-year-old industrial and farming equipment manufacturer said it would “no longer participate in or support external social or cultural awareness parades, festivals, or events.”

It also added that “the existence of diversity quotas and pronoun identification have never been and are not company policy.”

However, the company said it is not abandoning diversity efforts entirely, adding that it “fundamentally believes that a diverse workforce enables us to best meet our customers’ needs and because of that we will continue to track and advance the diversity of our organization.”

Tractor Supply announced last month that it had eliminated its diversity, equity and inclusion roles and goals entirely.

Deere had begun facing criticism from online right-wing circles led by filmmaker Robby Starbuck, who’d led the campaign against Tractor Supply.

In a recent interview with The Wall Street Journal, Starbuck said the Tractor Supply effort had “proved a model” for pressuring other firms to re-examine their stances on social issues.

In the wake of Deere’s announcement, Starbuck posted a series of screenshots on X on Wednesday showing the news with the message: “Wall Street is on notice. Corporate America is afraid of YOU. I’m just your instrument. Every woke company is wondering if they’re next.”

Deere did not mention Starbuck or the broader online effort in its statement announcing the change — saying only that it is “always listening to feedback and looking for opportunities to improve.”A Deere representative did not immediately respond to a request for comment.