Rural retail chain company Tractor Supply are facing calls for a boycott for, amongst other things, donating money to diversity and inclusion causes, which included projects that support LGBTQ+ youth.

Tractor Supply is far from the only retail chain that has faced boycott calls over DEI and Pride initiatives in recent years, though a rural supply company is certainly an unusual target for the right.

In fact, just today, right-wingers decided to take aim at IKEA’s rainbow Pride charity cake. To mark Pride Month 2024, the UK branch of the Swedish furniture chain announced its popular rainbow cake is back in its restaurants and will be sold throughout June, with 100 per cent of the profits going to LGBT+ Switchboard.