MARION, N.C. -- Support is pouring in for a disabled North Carolina Walmart greeter who is set to lose his job after 17 years.

• 1,000 Walmart stores across the nation are planning to eliminate greeters
• The company is facing backlash
• People are petitioning so Jay Melton can keep his job

Jay Melton, 40, has cerebral palsy. He loves Tar Heels basketball and working at Walmart, but he is scheduled to receive a pink slip because his position will be eliminated near the end of April.

"He doesn't have a lot of things he does himself that bring him joy," Jay’s sister, Jamie Melton, said. "When you cut a huge population of people out, and you have written a policy that declares they are no longer capable of doing what they have been doing, that is discrimination."

The news came as a heavy blow to greeters with cerebral palsy, spina bifida and other physical disabilities. For them, a job at Walmart has provided needed income, served as a source of pride, and offered a connection to the community.

Jay found out Walmart was getting rid of his position last week as part of a company-wide transition from greeters to "customer hosts,” across some 1,000 stores. The new position comes with higher pay as well as additional responsibilities like heavy lifting and standing.

Jay cannot apply because of his physical limitations. The decision is a tough one for his dad who says Melton loves the store so much, he previously offered to work for free.

"He's the biggest P.R. person they've got and that counts for something," Jim Melton said about his son.

Now Walmart, America's largest private employer, is facing a backlash as customers rally around some of the chain's most highly visible employees. Thousands of people signed an online petition begging Walmart to keep Jay employed. Jay says he has no hard feelings despite losing his job.

Walmart greeters have been around for decades, allowing the retail giant to put a friendly face at the front of its stores. Then, in 2016, Walmart began replacing greeters with hosts, adding responsibilities that include helping with returns, checking receipts to deter shoplifters and keeping the front of the store clean. Walmart and other chains have been redefining roles at stores as they compete with Amazon.