The founder of Black Rifle Coffee, the ‘America first’ alternative coffee company that received an endorsement from Trump in 2017 and sponsors conservative media outlets like The Daily Wire and BlazeTV, had extremely harsh words for some of his customer base in a recent interview, calling them “such a repugnant group of people,” among other things.
The company started in 2014 branding itself as pro-military, pro-firearm, pro-law enforcement, and ‘anti-hipster.’ All of which are popular views among the right – hence why the brand gained popularity in the conservative and MAGA movement in 2017.
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Despite building the brand off of a very distinct message that is targeted at conservatives, the owner did not hold back when describing how he wanted to “flush the toilet of” some of the customers that doubled their sales over the past 3 years.
“You can’t let sections of your customers hijack your brand and say, ‘This is who you are, it’s like, no, no we define that.”
“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 seemed all too excited to finally get his 15 minutes of glorifying coverage from the neo-Marxists at the Times.
“The racism [expletive] really pisses me off. 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.”
His responses prompted the reporter to gleefully ask him if Black Rifle Coffee would change their popular ‘Beyond Black’ Blend’s name to ‘Beyond Black Lives Matter,’ so they could easily “alienate the racists polluting it’s customer base.”
In short, Black Rifle Coffee just smeared its customers and sold out to the shameless NY Times so they could write a piece about bigot conservatives.
Grifters? You decide.