Another company cuts ties with NRA

FILE- In this March 7, 2012 file photo, Illinois gun owners and supporters file out National Rifle Association applications while participating in an Illinois Gun Owners Lobby Day convention before marching to the Illinois state Capitol in Springfield, Ill. U.S. companies are taking a closer look at investments, co-branding deals and other ties to the gun industry and its public face, the National Rifle Association, after the latest school massacre. (AP Photo/Seth Perlman, File)

Hearing aid maker Starkey Hearing Technologies is joining other companies that have cut ties with the National Rifle Association after the latest school massacre.

The Eden Prairie, Minnesota, company announced the decision over the weekend, saying it would not renew its discount program offered to NRA members.

U.S. corporations that had partnered with the NRA for years began to distance themselves from the organization after 17 people, mostly students, were shot at a high school in Parkland, Florida, on Feb. 14.

Nearly 20 companies, including Metlife, Hertz, Avis, Enterprise, Best Western, Wyndham, United Airlines, and Delta, which have ended NRA partnerships since the shooting.

The NRA has pushed back aggressively, calling the departure of its corporate partners a "shameful display of political and civic cowardice."

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