Black Rifle Coffee Co. Distances Itself from Extremist Far Right

Black Rifle Coffee Co. Distances Itself from Extremist Far Right

July 21 - 2021

Coffee Geography Magazine

Black RifleCoffee Co. is well known for its proud America slogan attached to its trademark. Now some right wing groups are furious with the combat veteran-owned coffee company after founders attempted to distance themselves from the extremists who have in recent years adopted their brand and message. The company uses primarily Ethiopian Arabica premium coffee in its products.

Recently Black Rifle Coffee Co. announced to the media that it denounced the Proud Boys and other violent white nationalist groups that have “hijacked” the company’s brand. 

Black Rifle Coffee Co. was founded in 2014 by a group of veterans who served in Afghanistan and Iraq. Lately, the Salt Lake City-based company that hosts retail stores in San Antonio and Boerne has become popular among conservative groups and far-right leaders thanks to its pro-firearm, pro-military and pro-police branding. 

Kyle Rittenhouse, the Illinois teenager charged in the fatal shootings of two people at a Black Lives Matter protest in Wisconsin last summer, wore the company’s T-shirt after he bonded out of jail. Some of the rioters who stormed the Capitol on Jan. 6 were decked out in apparel from two San Antonio companies — Black Rifle Coffee Co. and Grunt Style.

The founder of the company, Evan Hafer said “The racism really pisses me off. I hate racist, Proud Boy-ish people. Like, I’ll pay them to leave my customer base. I would gladly chop all those people out of my customer database and pay them to get the out.” 

Several conservative publications accused Black Rifle of “going woke” and throwing “customers under the bus. Others falsely claimed that the company’s owners called its customers “a repugnant group of people.” 

Black Rifle Coffee Company did not immediately respond to a phone call by Coffee Geography Magazine requesting comment. 

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