April 10, 2025
Seth Estep – CMO – Tractor Supply Company
Life Out Here With Rural Culture, Customers, and Chickens, Seth Estep – CMO Tractor Supply Company
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When you think about retail giants, you might picture big-box behemoths like Walmart or Amazon, which happen to be two of the largest companies in the world. You shop with them one too many times and it begins to feel like you have more boxes in your home than purchased products. But quietly—and impressively—Tractor Supply Company has carved out its own rural empire that customers love. With 2,500 stores, 50,000 employees, and $15B in annual revenue, it’s not just a “tractor store.” It’s a lifestyle destination for what their Chief Merchandising Officer Seth Estep calls “Life Out Here.”
On this episode of The Reboot Chronicles Podcast, we sat down with Seth to learn how Tractor Supply is merging its values around community and innovations to serve rural America. All with the goal of not losing what made their brand popular in the first place, and some other surprises.
Culture Above All
After talking with Seth it became clear why when I shop at Tractor Supply I always end up talking with the store manager and getting the help I need. Seth mentions that it is because “we hire those that live the lifestyle, those that are passionate about the lifestyle.” It is that level of authenticity from their managers and employees as a whole is what the core of their culture is built on, it is also probably the reason they have gained the success they have today. It also helps that on average they have much smaller stores than what the typical urban dweller is used to. Those smaller stores lead to a more personalized experience for the consumer.
Merchandising with a Mission
Estep oversees an inventory of 15,000 SKUs, with about 25–30% of that localized to fit regional needs. Whether it’s blankets for horses in Montana or gardening supplies for new homeowners in the suburbs, Tractor Supply uses predictive AI to tailor its assortment and maximize space productivity.
This comes with the challenge of keeping up with changing customer expectations and staying one step ahead. “You’ve got to be relentlessly dissatisfied,” Estep says. “Run like you’re being chased.” And it’s been working. From 2019 to 2024, the company grew over 75%, and they’re targeting another 20% boost in the next five years.
Advice For The Next Generation
For those looking to join the team, Seth offers a simple game plan, “Work hard, have fun, and make money.” He further goes on to explain that most people are in it for the long haul when it comes to working, and if you are doing something you enjoy, and are surrounded by people who are doing what they enjoy your life is going to be much better. Seth also says “Be open to coaching”. Those of you with a sports background should capitalize on those experiences as there is “really no difference.”
