![]() “We want to dominate poultry,” the CEO says.īirds are a small part of its business (chicks cost just a few dollars each), but those fledglings illustrate many of the things Tractor Supply does right. “Everybody’s doing it,” says Lawton, so Tractor Supply is doubling down. Last year it sold 11 million birds, including chickens, ducks, and turkeys-half of them to first-time customers who plan to raise them primarily for their eggs. Tractor Supply, a 2,100-store retailer based near Nashville, is riding a backyard poultry craze. And just a couple of feet behind Lawton stands a six-foot-tall iron rooster-a whimsical decorative bargain at $160. Lawton explains another accessory to a novice observer: “This is to hold your eggs after they come out.” The chain recently started selling $1,300 brooder towers that keep chicks safe and warm. Each kit includes essentials like heat lamps and a chick feeder. On shelves nearby are starter kits that help beginner poulterers care for their birds. And on a prematurely sultry April day at a brand-new store in Wappingers Falls, N.Y., Lawton, the retailer’s CEO, is making sure the babies are comfortable as they chirp and wait to be taken home.įor any customer, the chicks could be the start of a buying spree. ![]() The tiny birds are the star attraction of Tractor Supply Co.’s big annual “Chick Days” promotional event. The boyish Tennessean leans over a stock tank that holds dozens of chicks he gently nudges some of them out of his way so he can check the air coming out of the heater in the tank.
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