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Home Home Black Rifle Coffee Hates You – Updated with CEO’s statement

Black Rifle Coffee Hates You – Updated with CEO’s statement

By
M Dowling
-
30
30443

Update at the end with a statement from Mr. Hafer.

Black Rifle Coffee sells itself as America’s coffee but in a recent NY Times interview, its CEO Evan Hafer didn’t seem to like some conservatives, maybe all. The Trump-endorsed coffee by vets was the subject of a hit piece at the NY Times, but it was Hafer’s own words that did him in across the Internet. He either fell for it in a weak moment or he wanted to distance himself from some or all of his base.

The company started in 2014 branding itself as pro-military, pro-firearm, pro-law enforcement, and ‘anti-hipster.’ All of which are popular views among the right. That is why the brand gained popularity in the conservative and MAGA movement in 2017.

In his interview with The New York Times, Evan Hafer started out straddling the fence, but staying mostly on the right:

Like most Americans, Evan Hafer experienced the Jan. 6 insurrection at the United States Capitol from a distance, watching it unfold on his television and his iPhone from Salt Lake City. What he saw did not surprise him. Hafer, who is 44, voted for Donald Trump. He was even open at first to the possibility that Trump’s claims of sweeping voter fraud were legitimate, until William Barr, Trump’s attorney general, declared in early December that he could find no evidence that such fraud occurred.

Still, Hafer told me recently, “you’re told by the commander in chief for months that the election was stolen, so you’re going to have a group of people that are really pissed.”

While he disapproved of those who stormed the Capitol, he didn’t believe that they or their actions constituted a real threat to the republic. “I’ve seen an insurrection,” said Hafer, a former Green Beret and C.I.A. contractor who served in Afghanistan and Iraq. “I know what that looks like.”

Most of the interview was like that. The Times baited him over his hat being worn on January 6th and the Rittenhouse episode in which the teen used an AR-15, a gun promoted by the coffee company.

The Times got more than they could have asked for from Hafer and they put it at the end for everlasting impact. The Hafer comment was made in relation to Kyle Rittenhouse, the teen who was attempting to protect an auto showroom when he became engaged in three assaults. He shot three in what looks like self-defense, and two men died.

“You can’t let sections of your customers hijack your brand and say, ‘This is who you are,’” Best told me. “It’s like, no, no, we define that.”

The Rittenhouse episode may have cost the company thousands of customers, but, Hafer believed, it also allowed Black Rifle to draw a line in the sand. “It’s such a repugnant group of people,” Hafer said. “It’s like the worst of American society, and I got to flush the toilet of some of those people that kind of hijacked portions of the brand.”

Then again, what Hafer insisted was a “superclear delineation” was not too clear to everyone, as Munchel’s [Ultimate Fighting Championship contender] choice of headgear [on 1-6] vividly demonstrated.

“The racism [expletive] really pisses me off,” Hafer said. “I hate racist, Proud Boy-ish people. Like, I’ll pay them to leave my customer base. I would gladly chop all of those people out of my [expletive] customer database and pay them to get the [expletive] out.” If that was the case, I asked, had Black Rifle — which sells a Thin Blue Line coffee — considered changing the name of its Beyond Black coffee, a dark roast it has sold for years, to Beyond Black Lives Matter? Surely that would alienate the racists polluting its customer base.

Hafer began to laugh. “You wouldn’t do that,” I ventured.

“I would never do that,” Hafer replied. “We’re trying to be us.

He’s seen as the Megyn Kelly of coffee now.

The company lost customers for portraying Trump supporters as racists or Nazis, and we have some reactions below, but this is the one we might want to be more concerned about.

THE WOKE PENTAGON

The Pentagon thinks St. Michael the Archangel is a hate symbol? We wouldn’t doubt it since they use the Christian-hating Southern Poverty Law Center as advisors.

RESPONSES

UPDATE

Mr. Hafer said he is a conservative and was not talking about conservatives. He says he was only referencing racism and anti-Semitism. You can listen and decide for yourself.

 

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A post shared by Evan Hafer (@evanhafer)

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30 COMMENTS

  1. MAGA folks. Don’t talk to the liberal press. It’s like giving an interview to the Chinese or Cuban MSM

    • So, guy was an Obama donor, employed by the CIA, hired Act Blue folks to run their social media, and has obviously been mocking conservatives and gun culture form the start.

      Somebody definitely fell for something here, and it ain’t the “folks” you’re talking about.

  3. I abandoned Black Rifle Coffee back when they came out against civilian ownership of black rifles! They’re elitists. They believe that the military (and vets, like them) and LE are the only ones that should be trusted with weapons such as ARs. No thanks. These are the types of “oath keepers” who would willingly obey orders to confiscate YOUR guns. I’ll get my coffee from actual Patriots. Not these posers.

  4. used to like these guys…some entertaining video from Best, but never bought their shit, and now never will…A lot of veterans are likely confused about this flip flop by Hafer…I don’t give a damn about this guys politics, but he’s a money whore, and it’s leading him down a road that’s tough to turn around on…Save American Trump 2024!

  5. I guess this site didn’t like my opinion of Mrs. Hafer and her shit coffee, they deleted my comment.
    Jeez, another fake conservative web site, practicing censorship.

  6. I’m surprised that there are so many proud boys haters here. Hell, I’m an atheist but I don’t have a problem with them at all. They are not violent like the trash on the left, antifa and BLM are all criminal treasonous trash, period.
    As a matter of fact the founder and leader of proud boys is hispanic, not white, so that shoots the white supremacy bullshit narrative all to hell.
    What have they ever done to be disliked??? nothing!
    As far as the cocksucker owner of black rifle coffee, he’s a piece of shit if he thinks Rittenhouse did anything wrong. Idiot trash like Hafer are bigots and hypocrites. If somebody was shooting at him and he had a firearm, he’s shoot back to protect himself. Anybody that faults Rittenhouse is a liar and a two faced piece of garbage.
    I can only hope that some day Hafer gets into a situation where his life is at stake. If he’s a hypocrite he’ll protect himself, if he’s truthful, he’ll stand there and get killed while making no attempt at self defense.
    This guy is as full of shit as a christmas turkey.

  7. The moment I saw he worked for the CIA, I knew he was a traitor, EVERYONE AT THE CIA is a traitor, NO EXCEPTION. Never mind the fact that the Pentagon’s leadership are traitors and have been since Douglas MacArthur, by allowing the military to be sent to Korea WITHOUT a declaration of war from Congress, is a violation of his oath, and the same if true with EVERY general and admiral since then. Remember, the first person Bill Donovan’s CIA/OSS assassinated was Gen Patton, because he was going to report on Operation Paperclip, which allowed Nazis to be sent to the US. Remember, the CIA, FBI, and NSA REAL purpose is to collect information about people who may rise up against the Oligarchy, and determine if they can be either extorted or bribed to corrupt them; if not then assassinate them (if in position of power or influence) or minimize them (if they are without influence or power).

  9. Black rifle coffee could be good…more than likely not anywhere close.
    They should be shunned for their poor choices when it comes to Patriots.
    They don’t represent my black rifle !

  10. I have their mug. To the trash heap it goes. I bought a pound of their coffee. There are much better tasting coffee’s out there for half the price. My favorite, CDM Medium Roast out of N’Awlins.

    • I tried their coffee. Too expensive, does not taste better than the State Coffee of Louisiana – Community Coffee! I canceled my membership a long time ago.

  11. Geez, it seems “coffee” has more people being outspoken that an entire family hunted by the FBI for “parading” in the Capitol building, and many others who would be given “time served” for their offenses, as they have already exceeded the requisite punishment while waiting.

  12. Buy from INDEPENDENCE COFFEE INSTEAD, BREWED IN TX BY GOOD PEOPLE, NOT LYING TRAITOROUS SCUM!

  13. He worked for cia ? HuuuuH! That right there makes me suspicious now. maybe we got used …. hes entitled to his opinion sooo is my wallet.

  14. There are many betrayers out there lined up as Conservatives or Patriots. This includes mainstream Republicans and the party apparatchiks of the Republican party. Stay vigilant and as the betrayers are revealed, pull your purchasing or support. That is the only real power we have.

  15. He would do better to actually talk about his coffee, which wasn’t mentioned, but just his political preferences.
    If he has a great product and can sell it cheaply, I’m all for it, but for all I know, he’s just buying cheap, maybe coffee beans rejected by the leading coffee companies, and trying to sell it based on some political message.

  16. Sad another example of how the “Woke” zombie disease has infected the new G.I. from the top down- its really horse chit. Its real and it is going to cost us in the future. If you talk to some young GI’s today and they trust you they will tell you just how bad it is- Lt Col. Matthew Lohmeier’s book “Irresistible Revolution” about the deep penetration of the US DOD by the Neo Communists spells it out clear…

  18. This kind of thing happens too many times. I read about a Patriot/ conservative business supporter then when they become successful, they distance themselves from patriots and conservatives. Think back it’s true, same goes for news people. I don’t trust them. They only ones I trust are fellow patriots who don’t want anything from me.

  19. The Proud Boy issue is complicated. Just like the NRA has had to deal with “Guilt by Association” in being associated with some over the line Militia Groups, Proud Boys has been associated with some questionable cells within Proud Boys. I worry those Groups are FBI False Flag Operations. Without the Good Will NRA has from from its very positive ventures, Proud Boys just doesn’t have that kind of cache of good deeds to offset the radicals in it’s ranks. Proud Boys probably isn’t as bad as the Media makes them out to be, but a Business probably doesn’t want to be closely associated with them.

    Evan Hafer as a CEO is probably smart to keep Proud Boys at arms length, if not across the room, and until there is more legal proof of election fraud he should reserve opinion on that even though logic indicates substantial Fraud. It’s one thing to know a crime was committed, but proving it in court isn’t that straight forward, especially when it’s the Government covering up the fraud. When it comes to Kye Rittenhouse, being a rural southerner at heart, let’s just say that he would probably want me on his jury. People in cities are far too dependent on the police for their security. Police are supposed to keep the peace, they’re not body guards. With our Military being forced to “play policeman” overseas, I can understand a dislike for “Militia”. I don’t think that Hafer is “Woke”, but I definitely wouldn’t consider Hafer a Libertarian.

    I think Ms. Dowling should have cut Hafer a little more slack in a Cancel Culture World that can destroy a small business still trying to establish itself. While I’m a Registered Libertarian, I vote Republican to stop the Democrat Lunatics. That doesn’t mean I support Liz Chaney or Mitt Romney. They represent two extremes within the Republican Party. Maybe if Black Rifle was as large and established as My Pillow, Hafer would have had a much different interview. Personally, I think Liberals see BRC as a future threat and the NYT was looking to do a hit piece to take them out. I like Black Rifle Coffee and calling the Company Woke is going way too far. I think at heart, Hafer and his employees are America First Patriots who are realist in a very extremist political environment. I bet the Vast Majority of BRC employees would vote for President Trump and we need numbers to defeat Communist Democrats. President Trump is still making converts to a solid base of 75,000,000 and BRC is a target simply because they were Trump-endorsed.

    • Your apologies for Hafer ring hollow. The stupidity of giving an interview to the New York slimes warrants cancellation of your subscription to the coffee company. If there ever was a pseudo-tabloid rag it is the New York slimes. Nothing but an ongoing Marxist op-ed. The old gray lady should just die already. I am a conservative leaning libertarian. And I found Hafer’s remarks repugnant and stupid. A full apology is in order. Barring that, I will never purchase this product again.

  20. I hate a commie rat cocksucker right back. No love lost.
    Not my comrade and don’t come anywhere near my trench.

  21. If that’s the company I think it is, their commercial was bizarre to say the least, and had nothing to do with coffee. I wouldn’t even consider getting their coffee for that reason alone.

    Only a prosecutor that is corrupt through and through would ever contemplate filing charges against Rittenhouse. The totality of the video evidence is rather conclusive.

    Was this character possibly jilted by a girlfriend.

  22. Eat shit with that overpriced rat piss swill.
    I’ll buy some dollar store crap first.

  23. Sadly going woke will result in their extremely overpriced coffee rotting on the warehouse shelves as millions of patriots that created their success now go back to Folgers!

    Go woke go broke boys!

    • I like BLC and have bought it in the past. Yeah, it’s a bit pricey but, I thought, it tasted ok and it supported Conservative causes and people.
      Like Dick’s and, to some degree, Chick-Fil-A, they decided to piss on the very people that made them successful. Will they go broke, one can hope. Both Dick’s and CFA haven’t gotten a dime of my $$$ since they decided to throw me and many other, long time supporters, under the bus.
      BRC is just another, formerly decent company, that will see no more purchases from me.
      Sad.

        • They decided to pull donations to several conservative causes and Christian groups such as The Salvation Army because of pressure from LBTCQwhatevereveryone is confused groups.

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