HARRISBURG (TNS) — John Deere, the iconically branded green-and-yellow manufacturer of farm equipment, this week joined the growing ranks of U.S. companies reversing or reducing initiatives aimed at improving diversity and creating more inclusive work places for customers and employees.

Framing its decision to pull back support of “social or cultural awareness” events as a response to customer feedback, the Moline, Illinois-based company said its decision aligned with its mission to earn customer trust and confidence.

In a statement shared on X (formerly Twitter), the company said that after ongoing conversations with its customer base, it would no longer participate or support external social or cultural awareness parades, festivals or events.

The company noted it would audit all company-mandated training materials and policies to “ensure the absence of socially motivated messages.”

John Deere further stated it reaffirmed within the business that the “existence of diversity quotas and pronoun identification have never been and are not company policy.”

“We fundamentally believe 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,” the company stated.

John Deere did not immediately respond to a request for comment.

This week’s decision by the 80,000-employee company known for its iconic green and yellow color scheme and leaping deer logo, follows a similar one by another farm products company.

Tractor Supply Co., which bills itself as the nation’s biggest farm supply chain, earlier this month announced a sweeping new corporate policy that eliminates diversity initiatives, ends ties with Pride festivals and drops support for climate change and voter registration initiatives.

The Brentwood, Tenn.-based company laid out a policy it says better aligns with its corporate vision, including eliminating DEI roles and goals and a withdrawal from its carbon emission goals.

John Deere & Co. in May reported a net income of $2.370 billion for the second quarter ending in April; or $8.53 per share. The company says it generated $10.166 billion in profits last year.

Founded in 1837, John Deere is one of the nation’s oldest companies. It manufactures equipment for agriculture, forestry, roadbuilding, construction, turf, and power systems. The company’s stated core values include integrity, quality, humanity, commitment, and innovation.

John Deere’s new corporate policies revelation comes on the heels of announcing another wave of layoffs. The company a few weeks ago informed more than 600 production staff at plants in Illinois and Iowa that they would be out of jobs by the end of the summer, YahooFinance reported.

In an interview with Fox Business, retired Deere employee Chris Laursen expressed concern for company employees and its communities.

“There’s going to be a significant impact to the small towns here around Iowa that have manufacturing facilities for John Deere here,” he told Fox Business. “Already this year they’ve laid off almost 1,000 workers. More cuts are expected at the end of July, and you know, it’s going to be devastating for a lot of these small communities.

The company in 2022 announced plans to move tractor cab production from its Waterloo, Iowa plant to Mexico, YahooFinance reported. The company also has slated for 2026 a move of its manufacturing of skid steer loaders and compact track loaders from its facility in Dubuque, Iowa to Mexico.

In media reports, company officials have attributed the layoffs to reduced demand for John Deere’s products.

John Deere and Tractor Supply Co. are among a growing list of corporations that have in recent years scaled back or slashed Diversity, Equity and Inclusion efforts amid a conservative backlash. The trend follows the landmark ruling last year by the U.S. Supreme Court ending affirmative action in college admissions, a move widely seen as fueling anti-DEI efforts.

Target reduced and repositioned its Pride Month merchandise after it experienced a backlash and lower sales after launching a collection honoring LGBTQ+ communities.

Among the highest profile corporate movements against DEI initiatives was one against beer giant Bud Light after its decision to partner with transgender influencer Dylan Mulvaney, a move that generated wide pushback from conservatives.