John Deere to abandon 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.