 Our customers' trust and confidence in us are of the utmost importance to everyone at John Deere, the company said in a statement. We fully intend to earn it every day in every way we can. Backlash against John Deere echoed a similar boycott against Tractor Supply, a retail chain, and last year's high-profile campaign against Bud Light. Critics had slammed John Deere for supporting the Little Rainbow run at the Capital City Pride event last month in Des Moines, Iowa, which involved toddlers in the LGBTQ plus festivities.