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Black Rifle Coffee Distances Itself from Extremists, Including Some Who Loved Their Brand

Evan Hafer simply wishes for the hostility to cease.

Following a New York Times article profiling the company, which paints itself as an organisation that serves up a basic cup of joe with an extra shot of patriotism delivered by military veterans, the founder and CEO of veteran-owned Black Rifle Coffee Company has received a deluge of hate mail, social media backlash, and disparaging phone calls.

The essay, which was published on July 14, gave Hafer and his colleagues the opportunity to disassociate Black Rifle from right-wing fringe groups and individuals who have claimed its items as their own. The essay would be the company’s chance to officially banish racism, hatred, bigotry, and antisemitism from its brand, stating that such rhetoric has never been in line with the company’s objective.

That had the opposite effect.

Instead, pundits and trolls interpreted Black Rifle’s recent message as an attempt to silence all conservative viewpoints, which Hafer claims has been erroneously muddled.

“You can taste the bigotry,” an anonymous man says, exhaling contentedly after sipping from a phoney cup of Black Rifle Coffee in a bogus commercial discovered last week by the company’s IT department. The man states that the coffee gets “you in the correct mood before oppressing minorities” in the parody advertisement, which appears to be designed to identify the brand more closely with the very individuals Hafer is actively pushing away.

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