What is the story behind the black rifle coffee company?
Founded in 2014 by Green Beret Evan Hafer, Black Rifle develops their explosive roast profiles with the same mission focus they learned while serving in the military. BRCC is committed to supporting Veterans, active-duty military, first responders and the American way of life. With every purchase made, they give back. Black Rifle Coffee Co faces significant headwinds from soaring green coffee prices, margin pressure, and sluggish wholesale growth. BRCC’s declining direct-to-consumer sales, low cash reserves, and politicized brand further weaken its investment case.
Who is suing Black Rifle Coffee?
Who: Plaintiffs Justin Bakker and Noah Lundgren filed a class action lawsuit against Black Rifle Coffee Company LLC and BRC Inc. Why: Bakker and Lundgren claim Black Rifle Coffee falsely advertises its coffee as being American-made. In May 2022, activist investor 1791 Management filed a securities-fraud and market-manipulation lawsuit against Black Rifle Coffee, accusing the company of intentional violations of securities laws, breach of fiduciary duty, and negligent misrepresentation tied to its SPAC-era communications.