Our Story

Black Rifle Coffee Company is a veteran-founded coffee business that brings together premium coffee, distinctive flavors, community involvement, and a strong connection to people associated with military and public service. Since beginning operations in 2014, the company has developed a recognizable identity based not only on its coffee products but also on values such as discipline, determination, service, teamwork, and commitment to community. Its broader purpose includes supporting veterans, active-duty military personnel, first responders, and other groups whose work contributes to the communities around them.

The company was established by Evan Hafer, a former Green Beret whose military experience influenced many aspects of the organization’s culture. His background helped shape a business environment that emphasizes focus, accountability, perseverance, and a willingness to take on challenges. These principles have remained closely connected with the company as it has expanded its products, workforce, customer relationships, and community activities.

Coffee continues to serve as the foundation of the company’s commercial operations. A selection of roast styles gives customers opportunities to find products that match their preferred intensity, aroma, flavor, and brewing habits. The company seeks to produce coffee with recognizable character that can become part of everyday routines. Customers may enjoy its products at home, in the workplace, while traveling, or during outdoor activities, making coffee an important connection between the business and its customer community.

The company’s relationship with its community extends beyond selling coffee. Charitable programs and giving efforts provide opportunities to support organizations and individuals connected with the company’s broader values. Coffee donations are one example of how the organization can use its resources to contribute outside its normal commercial activities. These efforts help connect the company’s products with a larger purpose centered on service and community participation.

Veterans represent an especially significant part of the organization’s identity. The company recognizes that people with military backgrounds often bring valuable qualities to civilian workplaces, including leadership, teamwork, discipline, adaptability, problem-solving, and responsibility. By creating employment opportunities for veterans, the company aims to provide pathways into civilian careers while benefiting from the knowledge and experience these individuals have developed through service.

Transitioning from military life into civilian employment can involve significant changes in routines, responsibilities, and professional environments. A workplace that values military experience can provide veterans with opportunities to apply familiar skills in new settings. Roles across operations, sales, marketing, finance, logistics, customer service, and other departments can allow employees to build on their existing abilities while gaining additional professional experience.

First responders and service-oriented communities are also closely associated with the company’s mission. The organization seeks to recognize people who contribute to public safety and community well-being. This connection is reflected in its communications, charitable activities, employment philosophy, and broader customer engagement. By maintaining relationships with these communities, the company creates an identity that reaches beyond the traditional role of a coffee producer and retailer.

Media and content have become another important part of the company’s relationship with its audience. Digital publications, podcasts, videos, editorial projects, and other communication formats give customers additional opportunities to interact with the organization. Instead of focusing exclusively on product announcements, these channels can explore subjects related to military experiences, outdoor interests, culture, entertainment, personal stories, and community life.

This broader content strategy can help create a stronger sense of connection between customers and the company. People who purchase coffee may also be interested in stories, conversations, personalities, and topics that reflect the communities represented by the brand. By offering different forms of content, the company can engage with audiences in ways that go beyond traditional product marketing.

The company also maintains an online presence through digital platforms that allow it to communicate directly with customers. These channels can be used to introduce products, share organizational developments, highlight community initiatives, and provide entertainment or informational material. A variety of communication formats gives customers flexibility in how they interact with the business and its wider community.

Leadership has played an important role in supporting the organization’s growth. As the business has expanded, its management structure has brought together experience in military service, creative work, commercial operations, finance, legal matters, and organizational management. These different areas of expertise help the company address the many responsibilities involved in developing, producing, marketing, distributing, and selling consumer coffee products.

Evan Hafer remains closely associated with the company as its founder and Executive Chairman, helping guide its long-term vision and strategic direction. Mat Best, another co-founder, has contributed significantly to the company’s creative identity and communications. Jarred Taylor is also recognized as a co-founder and has contributed to the organization’s development.

The broader executive organization includes leaders responsible for important areas of the business. Executive management oversees strategic execution and day-to-day organizational priorities, while commercial leadership focuses on business development and market opportunities. Financial leadership manages planning, reporting, and other financial responsibilities, while legal and corporate leadership supports compliance, governance, and related organizational matters.

A capable leadership structure becomes increasingly important as a consumer business grows. Coffee operations require coordination among sourcing, roasting, packaging, distribution, marketing, retail, digital commerce, technology, customer service, finance, and other functions. Effective management across these areas helps the company maintain its operations while responding to changing customer expectations and market conditions.

Community involvement remains connected with the company’s broader approach to business. Giving initiatives provide ways to assist organizations and causes that reflect its values, while employment programs can incorporate those principles directly into the workplace. These activities demonstrate how the company’s mission can extend across both internal operations and external community relationships.

The company’s identity is therefore built from several interconnected elements rather than coffee alone. Its products provide the commercial foundation, while veteran employment, support for first responders, charitable contributions, media production, and customer engagement add additional dimensions to the organization. Together, these activities create a business model in which commercial operations and community-oriented objectives are closely connected.

Product development also remains important to maintaining customer interest. Coffee drinkers have different preferences regarding roast intensity, flavor, preparation methods, and formats. By offering a varied selection, the company can appeal to customers with different tastes while continuing to maintain a consistent connection with its core identity. New products and evolving offerings can also provide opportunities to attract new customers and encourage existing customers to explore additional selections.

Strong relationships with customers and communities are important as the organization continues to develop. Customer engagement, product quality, community programs, employment opportunities, and content creation can all contribute to long-term brand recognition. Maintaining these connections allows the company to grow while preserving the values that helped shape its early development.

Black Rifle Coffee Company’s story ultimately combines entrepreneurship, coffee production, military experience, community involvement, employment opportunities, and media engagement. What began as a veteran-founded coffee business has developed into a broader organization whose identity includes commercial products as well as support for people and communities connected with service. Through its coffee offerings, charitable activities, veteran-focused employment efforts, first responder connections, creative content, and customer relationships, the company continues to position itself as a business with a purpose extending beyond the products it sells.