It’s National Coffee Day!
What’s a better way to honor National Coffee Day, than a story about a young veteran who joined other veterans to start a coffee business called the Black Rifle Coffee Company.
As a youngster, Hafer grew up smelling the malted leather and pastry-like aromas of his father and grandfather’s coffee. But it wasn’t until high school that Hafer grew fond of the taste for the brew. His passion for coffee beans came later, when he dated a barista who really turned him onto great coffee.
Evan Hafer, former Iraq veteran stated,
“At 20 years old I was consumed with the desire to serve my country…”
That was a desire that drove him to join the Washington National Guard after high school and the same desire that pushed him into becoming a Green Beret. After joining the Special Forces, Hafer would spend more than 20 years serving the United States – either with the Guard, on active duty or as a contractor for the government. He racked up more than 40 deployments all over the world, serving in places like Southeast Asia, Kuwait and Iraq, but never without roasting about ten pounds of coffee beans first, to accompany him on his missions overseas.
“I roasted the coffee for my trips because the coffee I roasted was so much better than anything I could buy or ship to myself. Although, we had an interpreter in Iraq that could make a mean Turkish coffee.”
“I left government service in December of 2015. I was very ready to make the transition to work for myself,” explained Hafer. And that is exactly what he did. It wasn’t hard for him to figure out what he wanted to do after retiring from the military. He took the things he loved, our country and coffee, and established Black Rifle Coffee Company.
“I created Black Rifle Coffee Company for people like myself, coffee-loving veterans and those who are committed to supporting the 2nd Amendment. I wanted to create a company that roasted the finest, freshest coffee on the planet that also supported the things ‘we’ believe in. I consider myself the ‘custodian of my tribes’ dollars and I take that role very seriously.”
Six veterans make up Black Rifle Coffee Company (BRCC). The company dynamic is less about being serious and much more about having fun.
“My favorite part of the day is working with roasts, making coffee and hanging out with the guys. This is the greatest job on earth.” Doing what you love and with the people who’ve become your second family – who could argue?
Hafer and his team have many different types of roasts each creatively matched with a specific black rifle. “There has not been a lot of science to this in the past, other then what I think. However, we are writing a series of stories on how to pair rifles with coffee.”
Not only do they spend time making their products unique but they love to film content, mostly commercials, for BRCC. It’s not to say that the company hasn’t been met with opposition, but it’s hardly effected Hafer, and his outlook on the business. “People do think we are offensive. [But], I tell them to vote with their dollars and buy someone else’s product. I’m very open about that.”
Despite those who may dislike the company, it’s hard to argue with the work they’ve done, and the work they do. Hafer, and BRCC, are committed to giving back. “I support firearms related causes, military causes and law enforcement causes. We donate to the Fraternal Order of Police, The Raider Project and are always looking for pro-second amendment/non-profit groups to work with.” Donating over 40k to these non-profits in the past few years is something Hafer takes seriously.
Hafer’s interest in giving back to firearms related causes not only stems from the time he spent serving his country, but because it hits close to home. “My grandfather taught me to shoot probably before I could walk, and my father, he purchased my first rifle before I was even born.” The love for coffee wasn’t the only thing they passed down to him.
The good news is, there is a conservative option to the “hipster” and liberal Starbucks, it’s called the Black Rifle Coffee Company. Veteran, Evan Hafer, Founder of The Black Rifle Coffee Company pledged to hire 10,000 veterans in response to Starbucks’ refugee pledge!
That’s right when Starbucks CEO Howard Schultz pledged to hire 10,000 refugees, Black Rifle Coffee Company, founded by veteran Evan Hafer, responded.
“We want to shift the conversation away from foreign policy to domestic issues that hit closer to home. We need to keep in mind that the four things we care about at BRCC are Family, Business, Veterans and country,” the company posted on its Instagram page. “And when we say ‘country’, the taxpayers. Everyone else can take a hike. Careers@blackriflecoffee.com.”
“I started Black Rifle Coffee Company to provide a high-quality, roast-to-order, coffee to the pro 2A and veteran communities. Between deployments to Iraq and Afghanistan, I was working to refine both my coffee roasting skills and my firearms skills,” Hafer says about the company. “I have spent over a decade researching coffee, refining my roast profiles and (of course) drinking what I roast. Black Rifle Coffee is quite literally the combination of my two favorite passions. I take pride in the coffee we roast, the veterans we employ and the causes we support.”
From Fox Business News:
The two-year old veteran owned and operated coffee company was not alone when it pledged to hire veterans, as opposed to Starbucks hiring refugees. It gained support from others as well, including Tom Davin, the former CEO of Panda Express.
“We’ve teamed up for… 24 retail locations and I’ve got a plan for another 600 retail locations over the next 6 years,” he said.
So if you’re looking for some “badass” coffee and an alternative to overpriced and overrated pseudo-hipster coffee from Starbucks, I encourage you to check out the Black Rifle Coffee Company. You will not only be supporting a conservative company, but also supporting a company that supports hiring veterans over refugees. You can even sign up for the “coffee club” and get a chance to win some tactical swag every month. Show Starbucks how you really feel…take your money elsewhere. #AmericaFirst
For a location near you, check out their website: Black Rifle Coffee Company
Tell them Joe For America sent you!
H/T NRA Blog
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