Robby Starbuck on Jack Daniel's exposé: We're 'winning our country back'



Conservative filmmaker turned consumer advocate Robby Starbuck was three for three — but he wasn't about to rest on his laurels.

On Monday his social media-fueled boycott of Harley-Davidson convinced the iconic American motorcycle company to walk back various leftist initiatives, including mandatory "LBGTQ+ ally" training for employees and DEI-focused hiring policies.

That same day, he informed Align that he was already working on another big target.

The victory against Harley-Davidson followed similarly effective campaigns against Tractor Supply and John Deere.

Brands like these are so much a part of our history that we can't just let them "go woke, go broke." We owe it to ourselves to preserve them.

The woke desecration of Harley-Davidson has been especially insulting. As Blaze Media co-founder Glenn Beck puts it:

Harley is one of the brands that helped win World War II. The Harley-Davidson WLA carried American GIs to war against the Nazis. The WLA was brought back to the United States, and a new era of motorcycles was born after the veterans began chopping them up for civilians to use. The “chopper” was born.

Veterans returning from war from the 1940s through today have ridden Harleys as both a therapeutic mechanism to deal with what they saw on the battlefield and as an homage to experience the openness of American freedom. And that legacy has been taught and handed down to Harley-Davidson riders from father to son enthusiastically since 1903.

Thanks to Starbuck's efforts, that legacy has been preserved — for now.

- YouTube www.youtube.com

Shortly after Harley-Davidson's capitulation, Starbuck told Align that he and his small team were already at work on the next target.

While he declined to name the company — "We have someone in the field filming and can’t take any risk something accidentally gets out" — Starbuck promised "a powerful takedown" in the near future.

Word did get out. Less than twelve hours later, Starbuck revealed that his intended target — Jack Daniel's — had gotten wise to his plan. Incredibly, the mere threat of exposure was enough to make the company pre-emptively change its DEI-motivated policies.

— (@)

"We are winning and one by one we will bring sanity back to corporate America," posted Starbuck.

It's nothing Starbuck takes credit for personally. "We’re just a megaphone for the anger Americans have towards this divisive ideology," he said.

What started as a grassroots movement has encountered some growing pains as it expands, admits Starbuck: "To be perfectly candid, right now our biggest issue is scaling this. We have well over 1,000 whistleblowers and need to hire some trusted people to get the tips and evidence coming in. To appropriately organize the stories and put them out takes a lot of manpower hours."

Those who want to help with funding Starbuck's work holding companies accountable can subscribe to his X page (@robbystarbuck) for $5 a month.

But your time and attention can also make a difference. "Stay engaged with what we’re posting and take the five minutes to email or call the companies we expose," urged Starbuck. "That time investment is winning our country back."

After Tractor Supply victory, a normalcy advocate is taking John Deere to task over its woke capture



The Tennessee-based retail chain Tractor Supply Co., established in 1938, fell captive to DEI and other systems ostensibly crafted to maximize corporate compliance with leftist ideology.

As Carmel Richardson recently noted in Compact magazine, the company not only required its employees to undergo compulsory "LGBTQIA+ training" but funded sex-change mutilations through its health plan and sponsored so-called "family-friendly" transvestite performances.

Having undoubtedly gleaned insights into corporations' low tolerance for consumer backlash from the Bud Light saga, conservative filmmaker Robby Starbuck and others campaigned to test Tractor Supply's commitment to race-obsessive policies, gender ideology, and an altogether alienating radical worldview.

Realizing that such commitments were unpopular with its customer base, Tractor Supply quickly abandoned its woke posturing, announcing on June 27 that it had taken "this feedback to heart."

The company revealed that it would no longer submit data to the mammoth LGBT activist group known as the Human Rights Campaign; would eliminate "DEI roles and retire [its] current DEI goals"; withdraw its carbon emission goals; and refocus its team member engagement groups on mentoring, networking, and supporting the business.

While this singular battle against woke was won in short order, the broader war rages on.

Starbuck shared a video to X on Tuesday, indicating that the next battle would be aimed at liberating John Deere. Deere & Company is listed on the New York Stock Exchange as DE — a stock that has taken a tumble in recent months.

The conservative filmmaker noted that John Deere "has been one of the most beloved brands by conservative farmers but recently on CEO John May's watch, they've gone woke."

Starbuck cited the company's sponsorship of pride events for children, its expectation that employees state their "preferred pronouns" -- "such as he/him/his, she/her/hers, they/them/theirs" -- in all communications, and its commitment to DEI policies as three of several signs of the company's ideological capture.

According to the company's code of business conduct, employees are expected to support diversity, equity, and inclusion and complete "required diversity awareness training to better understand [their] responsibilities in this area."

'John Deere seems to have forgotten who their customers are.'

Last year, Human Rights Campaign gave John Deere a score of 95 out of possible 100. According to the LGBT lobby group, Deere & Co.

  • provides "four LGBTQ+ internal training elements (including an intersectionality training)";
  • provides at "least one LGBTQ+ inclusive data collection effort";
  • provides "Gender Transition Guidelines and ata least one additional transgender inclusive policy or practice for its employees";
  • has "either an LGBTQ+ Employee Resource Group or an LGBTQ+ Inclusive Diversity Council";
  • has at least five distinct "LGBTQ+ efforts of Outreach or Engagement to Broader LGBTQ+ Community";
  • follows "an LGBTQ+ Supplier Non-Discrimination policy ... and an LGBTQ+ inclusive philanthropic giving guideline"; and
  • has an employment non-discrimination policy that "includes sexual orientation and gender identity for all operations."

Besides the company's apparent efforts to pander to LGBT activists, Starbuck took issue with John Deere's apparent de-prioritization of American workers, noting that "Deere also just announced layoffs in the US and that they plan to shift large segments of production away from the US to Mexico."

The company is planning to fire roughly 600 employees across three American factories amidst a shift of production to a facility in Ramos, Mexico, reported CNN.

As of Aug. 30, around 310 American employees will lose their jobs at two Iowa-based John Deere plants in Dubuque and Davenport. Another 280 workers will be laid off from a factory in East Moline, Illinois.

Extra to canning American workers and chasing after LGBT activists' approval, the company appears immune to the pleading of groups like the National Legal and Policy Center, which has criticized in recent months John Deere's pursuit of so-called "green" policies, which appear to be at odds with the very industries it serves.

"To put it mildly," wrote Starbuck, "John Deere seems to have forgotten who their customers are. Having a farm myself, I'm disgusted that a once great American brand is now taking this turn to seemingly embrace leftist policies that are diametrically opposed to the values of most farmers."

"What's unknown is whether CEO John May is knowingly forcing these policies or if it's gotten out of control and he's out of the loop on how bad it is," continued Starbuck. "His response to this story will be very revealing as to his culpability in the implementation of woke policies."

In his video, Starbuck provided potential customers who might want to speak out with the company's email and corporate service number, noting that his intent is not destruction but rather to "inform consumers about the values major companies are adopting so they can make choices about what they're willing to support."

"When we use our voices and wallets to vote our values, we can change the world and we can restore great American companies to a culture of sanity, meritocracy and culture war neutrality OR we can inspire competitors to step up to the plate to fight for our business," added Starbuck.

As with his previous video criticizing Tractor Supply, Starbuck's latest critique appears to have gone viral, netting well over 4 million views just on X.

Blaze News has reached out to John Deere for comment and will update this article in the event of a reply.

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Glenn Beck: Here's why Tractor Supply said goodbye to woke DEI



Tractor Supply Co. is a farming supplies retailer headquartered in Tennessee, and it's just gone where no large modern company has gone before.

The company is dropping the diversity, equity, and inclusion goals that it had previously set for itself. In addition, DEI roles will be eliminated, carbon emissions goals will be withdrawn, and the company will stop sending data to the Human Rights Campaign.

Tractor Supply made the move after information began circulating that the company was deeply involved in DEI and ESG initiatives, and its stock price took a nosedive.

“We work hard living up to our mission and our values every day, and represent the values of the communities and customers we serve,” the company wrote in a statement. “We’ve heard from our customers that we have disappointed them. We have taken this feedback to heart.”

The backlash began when conservative Robby Starbuck highlighted the company's actions on X, which included DEI hiring practices, in-office Pride Month decorations, climate change activism, and “funding sex changes.”

“He decimated them,” Glenn Beck says. “Just took them apart with everything that they have.”

Stu Burguiere is impressed by the company's response.

“It’s very rare,” Burguiere tells Glenn. “Even Bud Light, who seemingly overtly changed directions, right? Like you could tell by their actions. They never came out and said, ‘And just so you know, we’re totally off the bandwagon.’ They just kind of did it and hoped you noticed.”

Glenn, however, remains skeptical.

“I’d like to see if this is just, you know, another customer service kind of thing and a campaign ad,” he says.


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Tractor Supply Co. DUMPS its Woke DEI Policies | What You Should Know

Tractor Supply Co. DUMPS its Woke DEI Policies | What You Should Know

Tractor Supply’s DEI Reversal Shows The Power Of Citizen Activism

The boycott's success shows that American restorationists can make an impact when they unite and work together towards a common goal.

Tractor Supply Company issues mea culpa and backs away from wokeness



Tractor Supply Company issued a statement announcing that it will stop sharing data with the Human Rights Campaign; nix diversity, equity, and inclusion positions; and ditch its carbon emissions goals. The Human Rights Campaign is a pro-LGBT advocacy group.

In the statement, the company listed five points, declaring that it will:

  • "No longer submit data to the Human Rights Campaign"
  • "Refocus our Team Member Engagement Groups on mentoring, networking and supporting the business,"
  • "Further focus on rural America priorities including ag education, animal welfare, veteran causes and being a good neighbor and stop sponsoring nonbusiness activities like pride festivals and voting campaign"
  • "Eliminate DEI roles and retire our current DEI goals while still ensuring a respectful environment,"
  • "Withdraw our carbon emission goals and focus on our land and water conservation efforts"

BlazeTV host Lauren Chen summed up the development in a tweet, noting, "Tractor Supply is basically DISAVOWING wokeness."

'This response will have major ripple effects across corporate America...'

Robby Starbuck had called Tractor Supply out for promoting wokeness and urged people to respectfully reach out to the company to register their displeasure.

And Tractor Supply's statement on Thursday appears to indicate that the company, which describes itself as "the largest rural lifestyle retailer in the United States," faced public pressure to change course.

"This is a great victory for sanity in corporate America and the single most successful boycott of our lifetime," Starbuck told Blaze News in a statement. "Our 3 week campaign of reporting proved that we can make change happen and that we can enter a new era where the customer is king again instead of the woke bankers at Blackrock. Now every company has to wonder who will be exposed next. If Tractor Supply truly makes these changes then I look forward to visiting my local store again so we can encourage similar behavior from other companies. Our eyes are on the prize to end wokeness and restore sanity… This was a great first step."

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