An organization representing black farmers has called for the resignation of Tractor Supply’s CEO after the company announced it would end its support for DEI programs and climate change initiatives, threatening a boycott if their demands aren’t met. The company faced widespread criticism on social media for its implementation of programs aligned with the woke agenda. On Thursday, Tractor Supply announced it would cancel its carbon emissions goals and diversity, equity, and inclusion efforts, and stop sending data to the Human Rights Campaign.

On Tuesday, John Boyd Jr., head of the National Black Farmers Association, expressed his outrage over Tractor Supply’s decision. “I see this as rolling back the clock with race relations — because the country is so divided on race, especially in rural America,” he said, according to the Associated Press. Boyd attempted to contact CEO Hal Lawton before calling for his resignation, stating, “He’s gone too far — and we have to let him know we’re not going to sit back and take this mess anymore.”

Boyd warned that the NBFA would consider a boycott if Tractor Supply did not respond to its demands. “We’re tired of (being) mistreated by the government and Fortune 500 companies,” he said. “Black farmers are going to start fighting back. And that’s what we’re doing.”

The AP report noted that some customers had already decided to boycott Tractor Supply following the announcement. “It’s mind-boggling to me that a company would cave to basically a hate campaign,” said Beth Hyman, co-founder of Squirrelwood Equine Sanctuary.

Boyd shared his call for action on social media, tagging celebrities like Beyoncé, Taylor Swift, 50 Cent, and Joe Biden to draw attention to the boycott threat. “Tractor supply don’t like Blacks?” he asked in another post.

Tractor Supply operates over 2,200 stores nationwide and is headquartered in Brentwood, Tennessee.