Black Rifle Coffee has become popular with conservatives thanks to its pro-firearm, pro-military, pro-police, and anti-liberal messaging. But was it all a show? Did this veteran-founded coffee company simply put on a show to make money? It sure seems so, as Black Rifle Coffee has turned on conservatives, calling all sorts of horrific things.
“How do you build a cool, kind of irreverent, pro-Second Amendment, pro-America brand in the MAGA era without doubling down on the MAGA movement and also not being called a [expletive] RINO by the MAGA guys?” Evan Hafer, one of the company’s founders, asked in a recent interview with the New York Times. “I would never want my brand to be represented in that way, shape or form, because that’s not me.” Hafer then called patriot groups like the Proud Boys, whom he likened to white supremacists, racists.
“The racism [expletive] really pisses me off,” Hafer says. “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.”
Naturally, this about-face has not been popular with conservatives, who know that loving America and wanting what’s best for your country does not make you a racist:
“It’s such a repugnant group of people. 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,” Hafer says.
Black Rifle Coffee is just the latest company to sell out its alleged conservative values to please the leftist media and Democrats. When will it all end? When can a company express its values without being bullied into backtracking — or when can we trust a company to not falsely express certain values in its quest for the almighty dollar.