Black Rifle Coffee Company has gained a lot of attention in recent years, with its blend of strong coffee and bold branding. However, there have been controversies surrounding the popular brand, as some people question whether they are a bad company. In this article, I will explore these controversies and provide an unbiased view on whether Black Rifle Coffee Company is truly a bad company.
The Origins of Black Rifle Coffee Company
Black Rifle Coffee Company was founded in 2014 by a former Special Forces veteran named Evan Hafer. The company’s mission was to bring great-tasting coffee to those who serve, highlighting their military roots and promoting a sense of patriotism. The brand quickly gained a loyal following, attracting both veterans and coffee enthusiasts alike.
The Conservative Stance and Backlash
One of the main controversies surrounding Black Rifle Coffee Company is its association with conservative values, particularly its support for the Second Amendment and its endorsement of conservative causes. Some people argue that this political stance alienates those who do not share the same beliefs and can be seen as exclusionary.
Critics claim that Black Rifle Coffee Company’s support for conservative causes, such as gun rights, may deter potential customers who hold different political views. They argue that a company should remain neutral and focus solely on the quality of its products. However, supporters of the brand argue that Black Rifle Coffee Company has the right to express its political beliefs and that it provides a unique selling point for those who align with its values.
The Starbucks Boycott and Ties to the Military
Another controversy surrounding Black Rifle Coffee Company arose from its response to the Starbucks boycott in 2017. Following an incident involving the arrest of two black men at a Starbucks store, calls for a boycott of the coffee giant spread across social media. In response, Black Rifle Coffee Company’s CEO, Evan Hafer, spoke out in support of law enforcement and the military, which led to some customers accusing him of expressing racist sentiments.
While some interpreted Hafer’s comments as racist, others argue that he was simply expressing support for those who protect and serve. Black Rifle Coffee Company has strong ties to the military community, with many veteran employees and a portion of its proceeds going towards supporting veteran initiatives. These ties to the military have been both praised and criticized, depending on one’s perspective.
The Social Media Controversies
Like many brands today, Black Rifle Coffee Company utilizes social media as a marketing tool. However, they have faced backlash for their online presence and the controversies that have followed.
The Kyle Rittenhouse Sponsorship
One particular controversy that Black Rifle Coffee Company faced involved their alleged sponsorship of Kyle Rittenhouse, a teenager accused of shooting three people during protests in Kenosha, Wisconsin. The company faced backlash for this alleged sponsorship, with critics accusing them of supporting violence and extremist behavior.
However, Black Rifle Coffee Company denied any direct sponsorship of Rittenhouse and clarified that they do not sponsor individuals or condone acts of violence. They emphasized their commitment to supporting the military and law enforcement, but clarified that they do not support illegal or unethical activities.
Brand Confusion and Controversial Figures
Black Rifle Coffee Company has also faced controversy due to the association of their brand with controversial figures. Some potential customers have expressed concerns about the company’s response to these associations and claim that it brings their ethics into question.
For instance, the brand has been linked to public figures such as Alex Jones, who has a history of spreading conspiracy theories. Critics argue that by associating with individuals like Jones, Black Rifle Coffee Company is aligning itself with divisive figures and potentially promoting harmful ideologies.
However, supporters of the brand argue that these associations are misconstrued and blown out of proportion. They contend that Black Rifle Coffee Company is a coffee company, not a political organization, and should not be held responsible for the personal beliefs of those associated with the brand.
Black Rifle Coffee Company’s Response
In response to these controversies, Black Rifle Coffee Company has made efforts to address the concerns and maintain transparency.
The company has stated that they strive to be inclusive and welcome customers from all backgrounds, regardless of their political beliefs. They emphasize the importance of dialogue and respectful conversations, understanding that not everyone will agree with their stance.
Furthermore, Black Rifle Coffee Company has taken steps to clarify their allegiances and objectives. They have publicly stated that they are not a far-right or extremist organization and that they do not condone violence. They continue to focus on their mission of providing great coffee and supporting those who serve.
Conclusion
While Black Rifle Coffee Company has faced controversies, it is ultimately up to the consumer to decide whether they are a bad company. The company’s association with conservative values, the Starbucks boycott response, and social media controversies have raised concerns for some individuals. However, it is essential to consider the full context and understand that the brand has made efforts to address these concerns.
Ultimately, Black Rifle Coffee Company’s commitment to quality coffee and support for the military and law enforcement is appreciated by many. However, it is crucial to encourage open dialogue and make informed choices as consumers, considering not only the products we purchase but also the values with which we align.