Evan Hafer Talks Business & The Story of Black Rifle Coffee | BRCC

This week's episode sees Evan give a tour and breakdown behind the SLC BRCC Headquarters, why he does what he does, and what it takes to be successful in business. From his days as a Green Beret to Founding a publicly traded coffee company, come take an hour of your day to listen how if a knuckle-dragger like Evan can do it, you can too.
🥇 Explore Black Rifle’s Award-Winning Coffee: www.blackriflecoffee.com
✅ Subscribe, like, and leave your comments below to join the conversation on everything from coffee roasting techniques to Evan's unfiltered thoughts on life, business, and creativity.
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BRCC: @blackriflecoffee
BRCC Pod: @blackriflecoffeepodcast
Evan Hafer: @evanhafer
#podcast #blackriflecoffee

[@retrievekalia]

My family and I recently drove through Salt Lake and visited your shop. The staff treated my kids and wife as if they were friends. They even went into the back office and brought out stickers for the kids that hadn’t been released yet. Not to mention the amazing coffee we had. We love your command what you are doing for many different communities!

[@Austinbeer11]

The pride in which Evan talks about coffee roasting makes it very easy to see why Black Rifle has been so successful.

[@terryharte6336]

So I am moving to Japan because my wife is Japanese. Once we get established my goal is to open a coffee shop revolving not just around coffee but my love of hiking and camping. You folks have given me the inspiration to get after it and make it happen. Thank you for this episode it has given me some good insight. I hope I can do a coffee subscription from there. Thank you and keep being awesome. 👍

[@jackiekinner3826]

Sounds great good luck brother.

[@austincleveland4605]

The reason I've supported BRCC is exactly as you outlined. BRCC is the epitome of what a veteran run organization should be. Kuddos to you and all that you've done.

[@blaynelarson896]

I honestly love this kind of content. No real purpose just talking and showing us stuff. You can really tell how passionate Evan is about all of this

[@big_hoss7.5]

BRCC is more than a coffee company. It's the definition of the American dream.

[@austinporter4285]

Lol... yeah lets go with that 🤣

[@chadsingleton732]

MO is the perfect coffee

[@coltonriggan4072]

If you’re a democrat then sure yeah

[@GR1ZzLy69]

There communist disguised as “conservative republicans”

[@inetdanno]

I was a BRCC customer, supporter, and fan then I had the privilege of working with your team in SLC & Austin. I love your passion for coffee and all the podcast you do. Looking forward to many more years of BRCC coffee and inspiration. Keep putting up those shop! The country needs them!

[@inetdanno]

I actually sat at that conference room table which was epic.

[@patrickkelly8999]

It really speaks to me that Evan started this company in his mid thirties. It's easy to feel like its too late to chase a dream if you aren't 20 years old and single but the success of BRCC proves otherwise. Genuinely inspiring.

[@mikeruss3570]

Evan. this was the best Black Rifle Coffee episode yet

[@kmelzacki]

I've been a BRCC supporter since the beginning. It's fantastic to see the success after all your hard work. Listening to you speak, I always hear the passion in your voice when you talk about coffee and BRCC. Please keep telling your story to help others learn and understand what it takes to start a business and make it successful. I love your vision of hiring 10,000 veterans, which has remained consistent since the beginning.

[@KBeMaybe]

I've followed you for a few years and always enjoyed your coffee and content. Came back home to Texas 2 years ago and moved to Waco in March of last year. While running errands, I saw a BRCC off to my right on I-35 that I somehow missed during my recons the previous months. It took about 15 minutes, but I eventually wound my way back to the shop - anyone who knows Waco will understand that. It seemed new, but the friendly staff combined with the sounds and aroma of grinding beans made it a nice place to take a break and enjoy a great cup of coffee. I now stop by regularly to restock and refuel, but I'll always remember that first visit as one of the moments that confirmed Waco was a good fit. BRCC coffee is a fixed budget item and I hope to start adding some merch to support your company and its outreach efforts. Thanks for all y'all do and for keeping it real.

[@xcoldone1768]

I am a GWOT veteran and thank you for all that you do! There will always be haters, just keep on ignoring the noise and stay true to your dream!

[@JohnOehmler]

I was fortunate enough to visit the shop during a snowboard trip through Utah. Honestly one of the coolest places I’ve visited. Not to mention the fact that the staff are fucking rad, too. Love the company and what you guys are about 🤘🏻

[@Jistarii]

Always good to hear the story again! Love you guys!

[@skippy9491]

The tour was interesting but your sincerity was even better. 😊 Thank you for all you’re doing to help the veteran community.

[@deanmohnhaupt929]

I have been a BRCC customer for a while now. I like to see you opening the door of BRCC and giving updates on the future.

[@kenwinzenjr.3397]

Thanks for all you do for the veteran communuty. I didn't serve, but have always appreciated what people like you have done for this country. On a personal note, I LOVE the stores. 95 % of the money that I was spending on SBucks, has gone to BRCC, and damn happy about that! Also, love the podcast. No pretentious BS, just regular guy talk amd information.

[@castle_3618]

From a veteran to another. I appreciate what you guys do for our community. I am now a EDC drinker because of how well you guys brew this s**t. Thank you!

[@kylecarver4573]

I remember working 3rd shift at UPS in the hub on my breaks watching the early videos of you guys. Sharing and understanding some of the dark humor I wasn’t used to. lol I look forward to seeing content BRCC as a community and all of the people connected to you guys. It’s really helped me to be able to connect in some ways and understand GWOT veterans I know on a personal level and others I have met. I myself am not a veteran but greatly respect and appreciate everything the community has done and are doing for this country and the sacrifices that have been made. That is why I drink BRCC. (And it tastes amazing!) Thank you

[@Thatblackcj7]

Loving the one on one conversations about the origin stories and ins and outs of what makes Brcc so great! Been a loyal customer since 2015

[@Henry_Schultz]

BRCC is built on authenticity, transparency and freedom 🇺🇸. Thank God our forefathers threw tea in the harbor and coffee became Americas drink!

[@MickDeezNutz73]

Love this episode Evan. I appreciate that you are in a position to continue mentoring Vets like myself through this media. I enjoy episodes where you let us peak behind the curtain of how y’all built this company focused on giving back to the community.

[@MickDeezNutz73]

How do we get our perfect mug from Evan?

[@Itsnomadbro]

I’ve been listening to you guys since launch code podcast was a thing, I’m a die hard black rifle drinker and I’ll always love what this company stands for. I loved getting to see the coffee shop and hear the history about it, this was definitely top tier content Evan, keep it coming man. 🤙🏼

[@misfit13actual86]

Every time my family and I drive from CA to my home state of Wyoming we stop at this shop and spend a bunch of money. We hit the Layton one on the way up and thie SLC one on the way back. I love visiting both. Much respect Evan!

[@Nick-cn2fb]

Dude I freaking love this podcast. Ever since Evan took control of it this show is my favorite of the week. I’d do anything to find a job with y’all in west Ky! Keep kicking ass!

[@gregorioledesma3019]

Thank you Evan and all of BRCC employees that keep the caffeination flowing! As a local cop, me and the guys keep a constant stock of your coffee at the station and when we have a precious moment, we all sit around and conversate with a cup of your joe in our hands. Much love!

[@TimoteoMcQueen]

Received an order of Just Black and everyone in my house agrees, it's an awesome cup of coffee. The inspiration BRCC provides is immeasurable. Look forward to your content every week and encourage my peers to listen. Keep up the excellent work!

[@walkertexas9259]

I’ve been drinking BRCC since a friend introduced me to it back on a deployment. It’s a staple to my morning and day! I love the mission and I can’t wait to see where y’all go! Thank y’all for everything!

[@LCinOP]

Thank you for the time in sharing your business and life philosophy. I appreciate your holding up the original founders and the fabric of America. The Persuit of Happiness...not what society dictates that means or should be but how an individual chooses to use their God given talents. That is freedom.

[@MacsNorthernAdventures]

As a veteran myself, I love to here these succes stories of other veterans that have transitioned into entrepreneurship, keep up the good work guys 🤘

[@hungrysailor]

I found my tribe again investing and subscribing to BRCC. Thanks for everything you guys do.

[@martyinge6150]

I have followed BRCC and talked about your company and products since 2015. It’s almost a part of my personality. I often joke about being a part of the BRCC culture before it was cool. I’m fairly positive I was one of the first few people in Midland tx who knew about this coffee. It combined my two favorite things and thats coffee and patriotism.

[@romyrules8188]

Love BRCC. I really enjoyed the episode. I’ve always wondered about the inside layout. It’s awesome to see how far the coffee bags have come. I’ve saved every bag I’ve bought. A box filled with them in the garage. The all black, roll down AK bag!

[@COLORDOKID]

I got a chance to stop by this location back in June and because I'm in a chair I had to enter in through the side where the offices are and I can easily say everyone I ran into was genuine nice, professional and willing to stop to talk about what they do at the shop during a quick tour. Even scored a handful of free stickers for everyone with me. Love you guys and slowly converting from dark roasts (BB) to light (SS).

[@ryanmcaffee6890]

Love hearing the origin story, and love the company.

[@user-tv9mj7om4f]

As a business owner, I really when Evan talks about building the business. It’s probably not the most popular podcast that you guys do, but it’s the stuff that other business owners geek out on. Congratulations on your success!

[@pierrebeaini]

100%

[@corywaltrip9688]

This was epic to see a little behind the scenes of the BRCC headquarters. Stoked on what you guys are doing, amazing coffee, amazing products, and genuine people. Keep up the great work BRCC!

[@shawnewallace]

Watching Evan talk about Just Black while I drink just black. Love the Q&A format.

[@ericfuller7534]

During the last two months, I had the good fortune to visit the SLC shop twice. I'm a supporter. I liked the Gunship drip and respect the ethos you have for your family, serviice brothers and sister. Enjoying the podcast as well. Cheers.

[@Murphnuge]

This may have been my favorite episode so far! Just hearing the thought process and design behind the whole business and culture, amazing.

[@andrewmichel6561]

Thanks for showing us around, Evan! I'm a veteran living in New Orleans Louisiana and have been supporting and following everything yall do for about a year now! Just moved into a new house and officially became a coffee club subscriber! Very excited for my first batch to arrive. I love everything you guys do and yall have motivated me to be the best man, partner to my spouse, and provider and protector for my loved ones that I can possibly be! Thank you guys!

[@NicholasRuhland]

Thanks Evan for all you do, and everything you give back! Look forward to your podcast every week! One of the best episodes to date! It was awesome stopping into the main office there while TDY back in March 2021. The team at BRCC hooked us up with great cups of coffee when we came thru early in the morning!

[@WoWCabbage]

Thank you for doing this video. I got a lot out of it not just because of my natural curiosity of what it looks like behind the scenes so to speak but also to hear it straight from the CEO. This type of transparency is extremely rare. Such a great company, keep up the great work.

[@LYDFitness]

Evan…Thank you for this episode. I have been a BRCC Club member since the beginning and was finally able to visit that shop in late 2016 and early 2017. I also want to thank you for bringing me out to VAAS22..still very humbled. Hope to shake your hand again someday. 🤙🏻👍🏻☕️☕️🏹🏹🇺🇸🇺🇸

[@wiscokid9890]

It is the veterans who got me off my ass and do something with my life. I'm not starting a company but definitely doing more than just going to work and coming home. I buy your coffee because of what you do or have done for our veterans. Thank you for all you do!

[@johnarmstrong1911]

Thanks for sharing your story . One of my favorite episodes so far . You all do it for the right reasons , BRCC is a great company 10/10 🏆

[@dyllinm8690]

Evan & BRCC Team: Really dug this deep dive on your views on business and how BRCC came to fruition. Plus the perfect mug just makes sense. Can't wait for more content like this.

[@jerrygoldsmith5324]

Very informative. I have been BRCC fan for many years. love it is veteran owed and run and that you are so supportive of veterans. I’m old 1967-76 USAF vet that loves seeing people that love the Constitution and American as much as I do. Thank You for this post and insight to you company.

[@King-xe3un]

Love this type of content, behind the scenes is so awesome.

[@Texas_Is_America]

I’ve feen a fan since before BRCC was a company. Since Article 15. The company and coffee are amazing!!!!

[@ChristinH.]

Thank you Evan and Co.! You guys make it a JOY to be able to enJOY a normal practice and routine of morning and sometime evening time rituals (depending on the time zone🙂).

[@AndrewWilhelm-ni8vf]

It is really admirable that Evan has formed and follows such well-rounded and developed values/principles. And his ability to build those into a public company is something a lot of CEO's and Corporate owners would benefit from doing. Keep up the good work bro 👍

[@roustge2]

Been following you all from the early days and love the products. Throughout my training, career, and deployed. I’ve received BRCC coffee. Looking forward to see what’s next for the company and community it’s created. Good job and appreciate all the company does.

[@paradiseenvironmental4569]

Really dig the tour, Evan. Now I am needing to see more of your coffee shops- maybe Andy's BRCC in Montana... Love your tribe and your company. Thanks for being human! DC

[@noelfredericks2978]

Brilliant episode...the commitment to purpose is outstanding. This generation of veterans is capable of so much

[@H.o.l.l.y.w.o.o.d]

Thanks for your service EH!!! Also building a great company that all of us can put our money into and watch it grow with you guys!!! Keep up all the hard work, much appreciated.

[@LucasAlmendinger-iq4yn]

The focus on culture building and how thoughtful you guys are about it is super inspiring. Thanks for the behind the scenes look.

[@mikeserfass7363]

Love what you guys are doing for the veteran community. I actually feel there is hope for our country with people like you.member of your exclusive coffee club and love it so much !!! Thanks and God bless !!!

[@CDaggie]

I’ve always just listened to the podcast via audio when I’m driving. But I’m glad I watched the first KZbin version for this one. Awesome stuff Evan. Thank you!

[@richardhoffman7092]

Thanks Evan for that awesome rundown of BRCC. I fully suppose your mission and actually dream to possibly be a part of the team. Where I did not serve myself, many of my family members have: dad, father in law, uncles, etc. I do fully support and appreciate all veteran causes, especially those in your circle of friends. I am a coffee nut as well and would love to get into roasting myself for a transition career down the road. Your path to success is what I was actually wanting to do as well, just add vintage cars to the coffee and gun stuff. Someday I will make it up to your facility and hopefully Andy’s in Montana as well.

[@MattSommersReptiles]

As someone whos striving to build their own business and complete the American Dream the way you guys have I absolutely loved this episode. Yall will always have my continued support! 🇺🇸

[@mattwolfe1635]

Black Rifle Coffee is an incredible organization. I started my subscription 2 years ago and I've never had one complaint. Just recently I ordered 2 items and only received one of them. By the time I could make a call to their customer service the second item was noticed and sent in the mail. Great customer service, great podcast, great content creators, and amazing coffee (Freedom Fuel is the favorite). Thank you!

[@adamdunbar5196]

I found myself watching this entire video basically drooling over that “spilled late” floor. Im usually just a podcast listener and have been forever, but when I heard “tour” i had to watch. You guys are the best, from helping with personal life issues to giving me challenges towards new goals, this podcast and this company, to me, is a positive lifestyle and mental support group first and then the best god damn coffee in the world second. I dont think i deserve a Best Coffee Mug, but man id sure love to sip my JB from it over a crappy old ceramic mug. Thanks for being fucking awesome! Love you guys. Cheers

[@GeorgesPeabody]

Thank you for the History lesson/back story(all the details!). This plus the great stream of guests on the podcast makes for excellent listening. Love the direction Black Rifle is headed!

[@benkhongkhatitham919]

BRCC made me love and learn more about coffee. I had a chance to visit the SLC store and did not know there is so much meaning to it. This is an incredible story and company.

[@Cyn-Hotchkiss]

Not a veteran and far from a coffee connoisseur but love the coffee, the company and the background ! Thanks for the tour of BRCC SLC. Can’t wait to visit!

[@Roosterrecon]

Can’t wait to go to a shop someday every time my monthly subscription comes is like Christmas. Thanks for sharing!

[@gunshow9099]

Shared this with my daughter who is helping get a brick and mortar coffee shop stood up whose mission is to provide employment, skill training, and resources for people affected by homelessness. Listening to this episode highlighted many parallels I see happening in their process and vision. As a side note, I don't know how you guys did it but you also made the most comfortable hoodies on the planet.

[@chrismiller4146]

Awesome orgin story on Just Black, it's my go to when my monthly exclusives run out. Keep grinding....coffee pun 😂

[@weswells2785]

Thank you for showing us behind the scenes! Love your company and what you represent! Also love your racing involvement with Baldwin and Pastrana!

[@johnnixon2504]

Fantastic episode. I love seeing people display their passion within reality. Thanks for making good coffee.

[@Numb7989]

I’ve been experimenting with pour over coffee the last few months and was elated that i could actually taste a clear and major difference over the drip coffee i drank for over a decade. Thank you brcc for elevating my coffee game!

[@danielwayeshe6192]

Having followed the company since early on, and going to the salt lake shop a few times. This episode puts a new light to aspects of the facility and operation that only make me like the brand more and more. Love what you guys do

[@somerstimeadventures]

Day 1 homie here! You and your company has left me inspired over the years helping me achieve my dreams while watching yours come true! Keep slaying!

[@willhart1216]

As a guy who is thinking about starting a business Evan and his business partners have been an inspiration. I’m not a veteran but support the community in any way I can. BRCC is amazing! Thank you for all you do!!!

[@JGMainDish]

I’ve been grinding away at a small business for about the same amount of time BRCC has been around. It was really great to see Evan being open about the reality of not taking home paychecks for years and other aspects. You are really making me think about the importance of a mission in a business. Keep up these videos -and the funny ones too. Thanks!

[@JohnLux-fm5dt]

Love the podcasts y’all put out, definitely one of my favorites. Not to many get me laughing the way you guys do. Keep it up, you have a customer for life from me.

[@nicholejohnson.j]

Thank you for all you do! I am fortunate to live so close to BRCC and love my experience every time I go so far. My bestie serving in the army absolutely loves BRCC. We go every time she visits. I was very intrigued to learn about the Just Black coffee bag and all the detail that went into the design. I drink mine 'Just Black' and love Beyond Black and I also love the pour over options. So great to hear more of your story, and I love this podcast!!

[@brianlebars]

Right time and right mission and right purpose! Glad I watched on youtube, i normally listen to your talks. Thanks.

[@tali145]

I’ve loved drinking your coffee for years. Thanks for all the great cups of hot & cold brew in the comfort of my own home. And not only do I enjoy watching Evan talk about nerdy coffee stuff - his message about doing hard things, sacrifice, & reinvesting in self (vs the social media personas who just ‘celebrate’ on their jet via a ‘grind’ /short cut) resonates with me. Thanks for your realism. I appreciate your levelheadedness.

[@jourdanhenderson9483]

I was just here for the invaluable business advice but now I'm here for yall to send me a perfect coffee mug!!!

[@kdehaan12]

It’s crazy how much I admire this company and your passion for coffee, people, family and country. Can’t get enough of it.

[@dodgerfan1055]

Evan great podcast. Thanks for taking us on your journey from the inception of BRCC to present! Keep up the good work and serving up great coffee.

[@brethockensmith3908]

I love you guys so much. Evan you inspire me so much man. Been a fan of BRCC and a coffee subscriber for years now. I work for 1st Phorm out in STL and am in the MO Guard. Have been to multiple coffee shops in Texas and can’t wait to visit this Utah shop. Would love that mug!! Ya’ll keep being Black Rifle Coffee because your example is powerful!

[@lish189]

I hear you guys talk about bits and pieces of the company from time to time over the various podcasts, but it was very nice to have it all put in one episode.

[@paulbilson5609]

Love the tour, great company and when we visited from Australia my mate and I were lucky enough to get a tour with some lovely staff and that is the most amazing facility I have been in. Great to see a tribe being created across such a wide diverse range of people and countries.

[@michaelfarkas766]

I always appreciate level headed content like this. You definitely have a knack for explaining your thoughts aloud in a manner us 'knuckle draggers' can understand. Keep it up!!

[@DarylVelasco-pl5jh]

Love you all, and thank you for you dedication.

[@trevorhunt8383]

Love what Black Rifle is doing as Company and the outreach into the community. I love your coffee, I'm on the monthly subscription. Keep being Awesome! Looking forward to more videos like this!

[@richv70]

Ive been a coffee subscriber for a while and I love the coffee, I love what the company stands for. My favorite podcasts are with you and Mike and Andy, I’m always laughing my ass off when you guys are together. Thank you for all you do and continued success!

[@jaredhobson5920]

This company is something I aspire to build someday. Such a huge inspiration for American citizens

[@garrettreid9229]

Great video guys. Been Utah residents for 2 weeks now. My wife and I pretty much sold everything we own and moved from South Florida and i wanted to say that BRCC and Glover played a role in making that decision. Thank you

[@jasonco22]

Thanks for showing us around your shop and sharing your story Evan. Very inspirational.

[@danielfath6766]

I really enjoyed this episode. A lot of good but quick information and thoughts for us all. Thank you for creating a community of great people and looking out for our veterans. Keep up the great work all of you! 💪🏼

[@jessewestover3212]

Love this episode & the info Evan gives. Proves BRCC is more than just a coffee company.

[@phillipdorosh4800]

Thanks for sharing the guts of the SLC HQ. I feel like part of a family when I visit the coffee shop.

[@stevennelson6734]

Great podcast, I listened to the episode on the apple podcast, didn’t realize they had a separate channel just for the podcast so I will now be following this KZbin channel!

[@JoeBWar]

Well done Evan, BRCC is something to be proud of. Additionally, the values and messages that you are putting out there are priceless, not only for veterans but especially for young men coming up in the world we are currently navigating.

[@jonsyzle]

Good talk man, thanks for running us through not only the business but how it shows you living your life your way. It’s a cool thing y’all have done, good on ya.

[@hyrumlower3980]

Not one to put comments but im a 26yr old dude and I’m on the verge of starting up a construction company and the way you talk about business gets me excited and is a solid reminder of what it takes to have a legitimately successful company that survives past the 1-5 year threshold where most businesses fail. At what point did you start thinking about the company in 100 year terms?

[@DaveG-kb2sr]

I imagine it was fairly early on. Sounds like he felt compelled to help the veteran community. The gwot produced a lot of us, the government was not prepared, and they can only do so much anyway w limited resources. Sometimes we gotta help our own, and he made a commitment to do what he could with what he had. Good luck on the business.