Black Rifle Coffee: Founder Evan Hafer, Story & More!

Can a former Green Beret build a coffee empire fueled by patriotism and a commitment to veterans? The story of Evan Hafer and Black Rifle Coffee Company proves that passion, purpose, and a perfectly brewed cup can indeed go hand in hand, creating a brand that resonates deeply with a specific segment of the American population.

In the bustling landscape of Salt Lake City, Utah, a coffee company stands apart, not just for its robust roasts, but for its unique mission and the man behind it. Black Rifle Coffee Company (BRCC), founded in 2014, has become a prominent name in the coffee industry. But this isn't just another caffeine purveyor; it's a business built on values, community, and a deep appreciation for those who serve.

Evan Hafer, the driving force behind BRCC, is a man of many experiences. A former U.S. Army Green Beret, his journey from the battlefield to the coffee bean is a testament to his adaptability and entrepreneurial spirit. After a distinguished career spanning two decades, including fifteen years in Special Forces, where he served with the 19th Special Forces, Hafer transitioned his skills and passion into the world of specialty coffee.

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The genesis of Black Rifle Coffee Company wasn't just about creating a beverage; it was about building a brand that embodied the values of the armed forces, fostering a strong sense of community and patriotism. The company's inception was a direct response to a perceived lack of representation for veterans in the coffee market. Hafer's vision was to create a coffee company that not only provided high-quality coffee but also supported veterans and promoted a specific set of values.

The move to create a distinctive brand identity was no accident. Hafer aimed to create a brand that resonated with the experiences of those who have served and the culture of those who support the armed forces. He didnt just want to sell coffee; he wanted to build a movement, a tribe of like-minded individuals who appreciate quality, community, and a strong sense of national pride.

The company's rapid ascent to national attention wasn't a matter of chance. It gained prominence in 2017 when BRCC pledged to hire 10,000 veterans, directly responding to Starbucks' commitment to hire 10,000 refugees. This bold move highlighted BRCC's dedication to its core values, attracting significant media attention and solidifying its brand identity. The commitment underscored the company's dedication to supporting veterans and creating opportunities for those who have served.

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The move was not without its critics. Some questioned the company's political leanings and the potential for alienating certain customer segments. However, BRCC's success demonstrated that a well-defined brand, aligned with specific values, could thrive even in a crowded marketplace. Hafer's willingness to take a stand and clearly define his company's identity was crucial to the brand's success.

Hafer's approach to coffee is anything but typical. Long before founding BRCC, he was roasting his own special blends, often in unconventional locations. His passion for coffee began long before he made it a business, he was modifying his humvee in Iraq and Afghanistan to fuel his need for fresh coffee, showing how important the taste of quality coffee was to him even during wartime. This dedication is one that has continued, and is reflected in the quality of the products offered by the company.

The company's mission extends beyond the production of coffee; a portion of each sale is donated to organizations that support veterans, law enforcement, and first responders. This commitment aligns with the company's core values and further distinguishes it in the competitive coffee market. This mission of support is not merely a marketing strategy; it's ingrained in the company's DNA.

Hafer has a clear understanding of the power of community. He has cultivated this community through various channels, including social media platforms. His presence on social media provides a direct line of communication with his customers. This direct engagement allows him to communicate the company's values and mission. One can find Evan Hafer on Instagram. To check out black rifle coffee, one can go to instagram.

Hafer's career trajectory is a study in transformation. From his roots in the military to his current role as Executive Chairman, he continues to shape the company's direction. Before founding BRCC in 2014, Mr. Hafer served in the U.S. Army for twenty years, with fifteen of those years in special forces, earning him the coveted title of Green Beret in the 19th Special Forces.

Hafer, who served as CEO from the inception of the company through December 2023, has transitioned to the role of Executive Chairman. This shift signifies his continued involvement in the company's strategic direction. His presence ensures the company continues to operate in alignment with its core values.

The Black Rifle Coffee Company has experienced substantial growth since its launch. This expansion can be attributed to its ability to connect with its target audience, its dedication to quality coffee, and its commitment to giving back to the veteran community. The company roasts over a million pounds of coffee per year and grosses $30 million annually.

His career in the military prepared him well for the world of business, he combines the discipline, resilience, and strategic thinking honed in the military with an entrepreneurial drive and a deep understanding of his market. He has always had a strong will that combined with the qualities of an infantryman led to this success.

Hafers story offers a valuable lesson to those who are looking to combine their passions into something tangible. His success story is an inspiration for anyone who dreams of merging their professional skills and interests. He has demonstrated that its possible to create a successful business.

Hafer's impact extends beyond the commercial success of his company. He decided to set the record straight regarding the "significant amount of misinformation being put out on the internet" about Black Rifle Coffee and about statements that he has made. This proactive approach demonstrates his dedication to transparency and his willingness to address inaccuracies head-on.

The company's story has its share of unique moments, like an episode on the Joe Rogan Experience podcast #1546 with Mat Best. Hafer was invited back in 2021 to discuss his incredible career, cancel culture, and the journey of building his coffee empire. This appearance showcased the company's brand to a vast audience and further solidified its position in the coffee market.

The story of Evan Hafer and Black Rifle Coffee Company is a compelling example of how passion, purpose, and quality can come together to build a successful brand. He and the company are proof that it is possible to create a successful business that gives back. Hafer's story is a reminder of how ambition, combined with military background, can shape a company thats as strong as a well-brewed cup of coffee.