Alignment: Veteran-founded conservative brand identity; openly positioned against “woke” corporate culture; CEO Evan Hafer has publicly aligned with Sen. Rick Scott on opposing ESG and woke capitalism.
Summary
Black Rifle Coffee Company is a veteran-owned, Utah-based coffee roaster founded by former Green Beret Evan Hafer. The company built its brand around military culture, Second Amendment values, and explicit opposition to progressive corporate trends. It became a publicly-traded company in 2022 and has been the subject of national press coverage profiling its socially conservative posture.
Claims & Sources
Claim 1: Brand identity built around military, Second Amendment, and conservative culture.
Sources: Wall Street Journal — “A Socially Conscious but Politically Incorrect Company”; Military.com — Black Rifle Coffee Distances Itself from Extremists.
Claim 2: CEO Evan Hafer joined Sen. Rick Scott (R-FL) on Fox News to criticize “woke Wall Street.”
Source: U.S. Senate — Sen. Rick Scott & Evan Hafer on Fox News: “Woke Wall Street is in for a Reckoning”.