Tractor Supply Company announced last week that they would officially end support for “pride month” and roll back diversity, equity, and inclusion efforts, a move which comes after conservative activist Robby Starbuck reported extensively on the initiatives.

Starbuck reported last month that the retail business, which sells home improvement and agricultural products, previously funded “pride month” and drag queen events, supported so-called sex change operations, hired with respect to diversity, and hosted events promoting homosexuality and transgenderism in their offices. Tractor Supply Company said in a statement that they would eliminate many of the programs as their stock price suffered due to the report.

“We work hard to live up to our mission and values every day and represent the values of the communities and customers we serve,” the statement remarked. “We have heard from customers that we have disappointed them. We have taken this feedback to heart.”

Tractor Supply Company made specific mention of eliminating diversity roles “while still ensuring a respectful environment,” stopping funds for “pride festivals and voting campaigns,” and withdrawing carbon emissions goals while focusing on “land and water conservation efforts.”

The firm will cease providing data to the Human Rights Campaign, a prominent activist group that monitors corporate affinity toward homosexuality and transgenderism. They will also “focus on rural America priorities” such as agricultural education and veteran services.

Other retail businesses have downplayed their support of “pride month” amid increased conservative hesitance toward the campaigns. Target only offered “pride month” merchandise at “select stores” this year, a move which comes after the retailer drew backlash last summer for items endorsing homosexual and transgender lifestyles, particularly for children.