“Sacrifice your ego on the altar of business” – Evan Hafer.
Evan Hafer has built the Constitutional franchise known as Black Rifle Coffee Company (BRCC) from the ground up.
From the beginning, Hafer knew that success was going to take discipline and heart. As a Veteran, the act of retribution has been engrained into Hafer’s soul, which has given him the ability to transfer that energy into entrepreneurship.
At the time BRCC was formed, social media was on an exponential growth trajectory that has driven the company’s success. Hafer wanted to create a coffee service he would have utilized, precisely when he was in the military. BRCC began as a coffee subscription that can change to follow a deployment or a new military base. Not only does the subscription service cater to a military lifestyle, but it also uses fresh, high-quality coffee that BRCC roasts themselves.
Coffee is available throughout the world, but the coffee “lifestyle” has been overrepresented as a hipster, inner-city obsession, and anyone who didn’t fit that image was overlooked.
In a podcast, Cleared Hot, Hafer described his vision for the company, “Most of the coffee industry, they’re progressive, like wing-nut progressive liberals.” Hafer adds, “I didn’t want to support the people who didn’t support the things I believed in, so when you look at large companies when they’re making, you know, $27 billion a year, kind of what their give-back is and what they’re doing, it’s their thing, it just wasn’t my thing.”
In an interview for a Father’s Day promotional video called “The Paternal Bond of Black Rifle, an interviewer asks Hafer’s father, “How does it make you feel to see where he is today with all of this?” The response is the perfect representation of who Hafer is as an individual and a businessman. His father got emotional and responded, “I think it’s obvious. You can’t explain it, and it’s because of the way he feels about people, the things he’s said about this business in newscasts and to people. The reason he doesn’t sleep at night is because of you and everyone else around him, (quotes Hafer) “I have all these employees, I have to take care of them,” and he said, “I don’t want to be a millionaire, I want to be a millionaire.”
You can find the full video on YouTube on the Black Rifle Coffee Co. channel.
On the Cleared Hot podcast episode, Hafer discussed the name Black Rifle Coffee Co., stating that while he and his friends were deployed, they told them, “You should start a coffee company, and you know, we could call it Black Rifle,” to which he responded, “Oh, that would piss some people off.” He continued, explaining why the name stuck, “You can kind of mock people’s ridiculous notion that these rifles that we cling to are bulletproof.”Hafer, in his previous profession, was a firearms instructor, for God’s sake. If anyone knows the importance of firearm ownership and safety, it’s Hafer.
The New York Times wrote an article about BRCC, and it has made some heads turn and not the leaders you would expect. The news outlet wrote several statements in the report suggesting that Hafer isn’t a supporter of the second amendment, self-defense, was unhappy with most of his customer base and thought they were racists.
Other sources have characterized Hafer as a “democratic operator” and have threatened to “cancel” the company by disparaging his fans. I thought cancel culture was a left-wing thing? Can we take a step back and provide some perspective here?
Hafer is a self-described Constitutionalist and advocates for freedom in all aspects of life. He said on his company own podcast, Free Range American, “I don’t know what political party I’m on anymore, because I just believe in less government like I don’t want dumb-dumbs to have control over what I do, and it just seems like there are a bunch of dumb-dumbs that we always forfeit our liberty to, and I’ve seen in the last year, and it’s changed the way I look at, like, people and the government in general because when you look at these individual municipalities and cities around the United States, and states, and how they’ve handled Covid, and they’ve all handled it differently, and all have their little interpretation and spin, and I’m like ‘These people are dumb as F***.’” The interpretation of the way Covid-19 was handled around the country outlines the exact way most conservatives have felt during the lockdowns and mandates and is a clear representation of Hafer’s freedom, constitutional, and less government way of thinking.
“These are the same silly who invented the food pyramid, the same guys who said, hey guys, let’s eat nothing but grains at the bottom of the food pyramid, and sugar because it’s good for you. And by the way, the doctor says you should smoke a couple of packs a day because it’ll keep you healthy,” Hafer continued. And you’re going to forfeit your life plans to these people?”
Hafer was a government employee for most of his life and knows he has been very critical of them.
“Well, we got to trust the government this time. This time it’s the right moment,” Hafer remarked in the podcast when asked about his views on government interference in personal liberty, regardless of political party allegiance.
Hafer and BRCC have been consistent in views, ideologies, and implementation from the very beginning. “Tell the truth once, and you’ll never have to tell it again, lie once, and you’ll have to lie 1000 times,” as the ancient saying tells.
Hafer’s contributions to Obama and Tulsi Gabbard were likewise criticized by the New York Times. Hafer said years ago that he entered a competition with friends at a gun range, and the loser had to donate $500 to the Obama campaign. Hafer inevitably lost and had to present and contributed to Mitt Romney’s campaign to offset the $500. Hafer got a lot of pushbacks from his supporters for the donation. However, when you put $500 in perspective with million-dollar campaigns, nothing was gained by the contribution.
Hafer donated to Tulsi Gabbard, a veteran, during her primary race for the presidency as well. He said that he wanted to support a fellow veteran as a veteran and noticed that Gabbard was mopping the floor with other politicians on the debate stage and wanted to see her continue. Veterans primarily share the same outlook on life. He has indeed been critical with her party, the Democrats, the number of subjects and has stood up to them on others. Gabbard has been on Joe Rogan’s podcast explaining how Congress was much like high school, with clicks of people congregating together and being petty and secretive and how ridiculous it was.
Hafer and BRCC give so much back to the Veteran community and does so much for people. Both Hafer and his company have gotten a ridiculously unfair representation of who they are. Cancel culture is a real thing, and if we let it affect decision-making at any level, then the left prevails. That can’t happen. Freedom and individual liberty are at the forefront of American culture. Regardless of how media outlets try to spin it, that will not change and will never leave the framework that makes up Hafer or Black Rifle Coffee Co.