Cracker Barrel’s DEI initiatives, ‘diversity’ supplier program, ‘all ages’ pride events exposed amid rebrand backlash

The controversy comes as Cracker Barrel CEO Julie Felss Masino sparked outrage against the company last year when she said on an investor call, “We’re just not as relevant as we once were."

Starbuck wrote on X, "Cracker Barrel has funded 'all ages' Pride events for many years like Nashville Pride and Third River City Pride."

"Cracker Barrel worked with the far left HRC organization and reportedly sponsored HRC events for 10 years. They even brought an HRC representative to their Tennessee HQ to do a pronoun and transgenderism training. We’ve included photos of this in the video. As a reminder, the HRC supports child sex changes and men in women’s bathrooms. They work to normalize/legalize both things and they work to force transgenderism in the workplace," he added in the post.

The company has also worked with a group known as Conexión Américas on their DEI efforts. The group helps illegal immigrants with lawyers, and the director of the organization has been an outspoken critic of the Trump administration.

Additionally, the company has created a "diverse" supplier program, which prioritizes increasing the diversity of who they get their materials from. Other DEI programs and initiatives that the company has include Employee Resource Groups based on race as well as LGBTQ identities.

Amid the backlash against the rebrand, the CEO has claimed that feedback has been "overwhelmingly positive.”

Starbuck called on customers to speak out against the company, as he has done with other companies that he has exposed in the past for left-wing and woke policies.

“If you think their values don’t align with yours and you’re a customer who wants to speak out, you can write to them here,” he wrote, then linking to the company’s support page.