Black Rifle Coffee Company
“Among the numerous luxuries of the table, coffee may be considered as one of the most valuable. It excites cheerfulness without intoxication; and the pleasing flow of spirits which it occasions is never followed by sadness, languor or debility.”
There’s a special place in my heart for organizations managed by, and employing, veterans of our armed forces. In my opinion, all of us should be grateful for their contributions to our great country, and should give back as a way of saying thanks at each and every opportunity.
I am embarrassed to admit, however, that when it comes to my obsession with coffee and my quest for the perfect cup, I tend to set aside my preferences about veterans. I sincerely apologize for that, but I have to be honest.
Well, I’m excited to report, I have found the best of both worlds – a veteran-owned company that makes the best coffee I have ever tasted!
Black Rifle Coffee Company (BRCC)is a premium small-batch, roast-to-order, veteran-owned coffee company. BRCC imports their high-quality coffee beans directly from Colombia and Brazil. Then, they personally blend and roast every one of what they refer to as their “kick-ass coffees” to be shipped directly to my house and yours.
BRCC, which began operations in 2015, is owned by veteran and former Green Beret, Evan Hafer. The company earned some notoriety in 2017 after a variety of coffee companies raised money to support refugees, and Starbucks stated that they would be hiring 10,000 refugees in the next five years. BRCC immediately jumped into the Twitter-based slugfest and stated that they would be hiring 10,000 veterans over the next six years!
In a 2017 interview with MUNCHIES, which is owned by Vice Media, Hafer makes his case for growing his employee base from fewer than 100 employees to 10,000 in the next six years via franchising opportunities throughout the company, and is challenging Starbucks, among others, to hire veterans. “Millions of veterans – the post 9/11 veterans – are underemployed. We owe these men and women a great debt…America is still ethically responsible for the mental health of these men and women. We don’t need a handout, we need an opportunity.”
There has been some backlash leveled against Hafer and BRCC regarding their advertising and the names of their coffees, many of which are derived from different types of rifles used by our military. Hafer claims that their advertising is based on humor and satire, and bluntly remarks that his is not concerned with those who don’t understand their brand of humor. “I think everyone needs to relax a little bit, laugh a little more, and remember that we are joking. We aren’t the evil monsters that some are making us out to be.”
As far as their coffee goes, BRCC develops their explosive roast profiles with the same mission focus learned as military members serving this great country. They offer every type of coffee you can imagine and all of their blends are available in whole-bean and ground varieties. They also have many roasts for purchase in single-serve “coffee rounds.”
And, to add to the entertainment factor, BRCC puts a lot of time into creating catchy names and packaging for their various blends. Some of my favorites include:
- Silencer Smooth Coffee Roast, for those who prefer light roasts
- CAF Coffee Roast, a medium roast with twice as much caffeine as the average cup of coffee. CAF stands for, well, Caffeinated as F#*k!
- Red White and Brew Roast, another medium roast
- Beyond Black Coffee Roast, for those who prefer dark roasts
- Murdered Out Coffee Roast, an extra dark roast
The best way to enjoy their freedom-filled coffee is with the Black Rifle Coffee Club. You choose the amount and blends you crave, they offer it to you at a special discounted price, shipped directly to your home every month.
I recommend that you give it a try, I am confident that you will be pleasantly surprised. And, remember to support our veterans, lighten up, and smile a little more!