🔥 Special Forces Vet. Evan Hafer & Joe Rogan on Trump Declaring War on the Cartels: 'It Is Going to Get Wild Come January 20th'

"If we declare war on the cartel, these dudes are not gonna understand what the f*ck is going on. They are in for a world of ultra-violence they've never actually felt before ... They have f*cking no clue if we organize these Tier 1 units against them ... What I would be doing if I was down there ... I would be getting ready to retire right now because if Delta Force is hunting me, bro I would be so terrified."

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Evan Hafer is the founder and CEO of Black Rifle Coffee Company, and he served over twenty years in the U.S. Army as a Green Beret. He is known for his contributions to the veteran community and his business success in the coffee industry.

THE UNTOLD TRUE STORY OF HOW BLACK RIFLE COFFEE GOT ITS START

November 22, 2019Maggie Ben

black rifle coffee company

Mat Best, Evan Hafer, and Jarred Taylor in the early days of Black Rifle Coffee Company.

Evan Hafer, the founder and CEO of Black Rifle Coffee Company, was suspicious. He was holding staff meetings every two days, being told that their in-house fulfillment center was only a few shipments behind, and yet customer service complaints were piling up. So he went to check for himself and quickly discovered that the backup was considerably worse than he had believed.

In a situation like this, a good leader has only one choice: take action.

Hafer put out a call for the entire company, every single employee up to the highest executive level, to report to fulfillment and stop all other business until they had caught up. “We are on the line, grabbing coffee, putting it in boxes, taping it up, shipping it out, like madmen, for eight to 10 hours a day,” said Jarred Taylor, BRCC co-founder and vice president of business development, recalling that memorable time in 2016. The company was only in its second year of operation and finding out the hard way that scaling a rapidly growing business can sometimes be stressful, if not painful.

But for a company led by military special operations veterans, pain and stress in pursuit of a mission is nothing more than a familiar, old friend.

In the end, they shipped 24,000 boxes of coffee over the course of three days. The ordeal forced them to realize just how massive their enterprise had become. And it had all started from a one-pound roaster in Hafer’s garage.

Today, five years since its founding, Black Rifle Coffee Companyemploys more than 200 people --- 40 percent of them veterans of the U.S. military. Their products are available at 1,700 retail locations across the country as well as through online sales, and they are on pace to pull in $80 million in revenue in 2019. Their Facebook page has 1.25 million followers, and their viral videos are notorious throughout the veteran, first responder, and pro-Second Amendment communities.

But there is more to the company than viral videos and premium coffee. Co-founder and executive vice president Mat Best sees the true value of BRCC as providing a sense of belonging to the customers who have supported the company from its humble beginnings.

“We want them to be so engaged with the brand,” Best said. “Understand what our values are, understand our mission statement, understand what we’re doing for the veteran community --- why we’re out there frickin’ working so hard.”

Founders Evan Hafer and Mat Best on the range. Photo courtesy of @mat_best_official on Instagram.

Hafer grew up associating coffee with his father and his maternal grandfather, both loggers, who would head off to work with black coffee in their heavy thermoses.But it wasn’t until his time as a U.S. Army Special Forces NCO, or “Green Beret,” that his interest in coffee grew. While his buddies were exploring home-brewing beer, he was home-roasting coffee beans. He couldn’t stop thinking of new ways to make the experience of drinking coffee unique every day. Hafer tried to figure out how to make the perfect cup of coffee on deployment overseas or in the backcountry at home.

“Coffee is fascinating to me,” Hafer said. “It doesn’t ever run out of interest for me. It’s a book that never ends.”

During his time in the CIA, Hafer roasted coffee in his personal roaster. His extracurricular hobby occasionally came up in conversation with Jeff Kirkham, a fellow former Green Beret and CIA operator. The two had known each other since 2000 and had small children the same age when they “started plotting our escape from the golden handcuffs of the United States government,” as Kirkham put it. “Since we started having kids at the same time, going overseas wasn’t as cool as it used to be.”….

https://coffeeordie.com/black-rifle-coffee-true-story

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