Last week, Evan Hafer, CEO of Black Rifle Coffee, Accepted the New York Times Magazine’s long interview with Jason ZenglerI don’t know what he expects to achieve through the exercise, but I’m pretty sure that his achievements represent a major deviation from the plan.
This article portrayed Black Rifle Coffee as a “conservative Starbucks” and promoted the article by saying that the company tried to distance itself from some customers. Please note that Black Rifle Coffee retweeted this tweet, which usually means that the tweet was approved by the sender:
Black Rifle Coffee offers an AK-47 espresso blend, clearly showing itself as a Starbucks troll, a substitute for MAGA. The company’s sales doubled last year. It also tried to keep a distance from some new customers. https://t.co/SX1RWupqsS
-The New York Times (@nytimes) July 14, 2021
Then, the article went on to quote some newsworthy quotes from Hafer, and Andy Ngo helped pass these quotes.
“What a disgusting group of people.”
Executives behind @blckriflecoffeeIt is a coffee and lifestyle brand that is very popular with conservatives. It has some choice words to describe some of its customer base. https://t.co/BxTpq0kfQY pic.twitter.com/mbdrBSpwGs
— Andy Ngo (@MrAndyNgo) July 16, 2021
The counterattack from the right was amazing.You can read my thoughts on brew-ha-ha, sorry to be noisy here Will Black Rifle Coffee throw its customer base under the bus for entertainment and profit? Things got heated up on Twitter, and some interesting people were eventually blocked by Black Rifle Coffee’s social media followers.
Lmao is really a bunch of weak bastards pic.twitter.com/6ykxieEpoT
-Raheem J. Kassam (@RaheemKassam) July 18, 2021
This is something I never expected…
Interestingly, I am the one who told my liar friend, right #BlackRifleCoffeeBRCC dances for the mainstream media like an organ grinding monkey, so that BRCC has the opportunity to tell us its side, which is considered a betrayal to its customers.
I think it has. pic.twitter.com/7dymLxELvi
-Kurt Schlichter (@KurtSchlichter) July 18, 2021
One of the more interesting revelations is that Harvard drew clues from the Pentagon’s “counter-extremism”. bureaucracy.
Harvard and Best are talking in a gorgeous supply closet in the Salt Lake City office, with the potential design of the new coffee bag hanging on the wall. One depicts the image of St. Michael the Archangel in the Renaissance period, who was the patron saint of military personnel and shot with a short-barreled rifle. In Afghanistan and Iraq, Haval met some teammates with Saint Michael’s tattoos; for a while, he participated in the battle wearing a Saint Michael pendant given to him by a Catholic friend. But when St. Michael’s design was simulated, Harvard said that he learned from a friend in the Pentagon that the white supremacist accepted the image of St. Michael trampling on Satan because it reminded of the murder of George Floyd. case. Now, any plans for coffee bags have been cancelled. “It won’t see the sun,” Harvard said.
think about it. An iconic biblical character who will lead the power of good to finally defeat the evil angel (see Revelation 12:7-9), is marked by a toad in the Pentagon as a symbol of extremism, and the company immediately kowtows.
By yesterday, things were hot enough that Harvard felt he had to give a personal response.
After Kyle Rittenhouse was released from prison, he reacted disastrously to Kyle Rittenhouse wearing a black rifle coffee T-shirt, he might have sent one in this game. A substitute, because I’m not sure how good his answer is to him.
Message from our CEO @埃文哈弗. #brcc #美国咖啡 pic.twitter.com/QCAvGQezXo
-Black Rifle Coffee (@blckriflecoffee) November 22, 2020
These are the main points.
1. He did not make derogatory comments about his clients or conservatives.
2. His conversation with a reporter from the “New York Times” magazine was in a contest between racism and anti-Semitism in the United States that systematically attacked Harvard because of “my surname and my blood.” From this, I assume that Hafer is Jewish.
3. “We are purely discussing that.”
4. He never confuses “those groups with conservatives”.
5. He is a conservative.
6. He has no personal problems with St. Michael and received the Medal of St. Michael during active service.
7. He doesn’t know why the Ministry of Defense has marked the image of Saint Michael as an extremist, and they are waiting for “clarification” from the Ministry of Defense.
8. He accepted an interview with The New York Times because he “has a duty to provide reporters with objective reports about the company.”
9. He said he knew that “the New York Times is unlikely to be objective, but we gave them a chance.”
10. He said that he tried to highlight the veterans plan that Black Rifle Coffee was involved in, but they “choose to write an obscene title.”
11. “I have absolutely no chance to talk to the New York Times about conservatives. This will not happen.”
12. “Controlling the culture war” is more difficult than ever.
13. “We want to have a positive impact on our community, not who is right and who is wrong.”
Harvard seems to believe what he said. I don’t know this person, so I will believe his words according to his intentions.
Having said that, here are some observations.
Re-reading this article in the context of Hafer, it is clear that Hafer did mention the attack on him and tried to emphasize his commitment to serving the veterans. However, it is also obvious that Zengler is not interested in that story.
Hafer’s comments on “repugnat people” are not related to the story of anti-Semitism attacks on him. On the contrary, this article reads, at least to me, as if he was describing Kyle Rittenhouse’s supporters that way.
“You can’t let some customers hijack your brand and say,’This is you,'” Best told me. “Like, no, no, we defined that.” The Rittenhouse incident may have cost the company thousands of customers, but Hafer believes it also allowed Black Rifle to draw a line on the beach. “This is an offensive group of people,” Harvard said. “It’s like the worst time in American society. I had to flush the toilet for those who hijacked the brand part.” Then again, the “super clear outline” that Haval insists on is not clear to everyone, just like Meng Chel’s choice of headdress is vividly demonstrated.
There is a huge disconnect between Harvard’s interpretation of St. Michael’s events and the narrative of the article. According to Harvard, they did not know why the image of St. Michael’s throwing Satan into hell was banned, and the design of the coffee bag was also shelved. However, according to the article, they know why, the package design is dead.
In my post, I quoted Robert Comquist’s second political law, which states that “any organization that does not clearly define the right will become a left.” Hafer claims to be conservative, but I can tell from his explanation. Learned that he did not claim that the company was conservative, nor did he support conservative causes. In fact, he said he was too lazy to argue about what was right and what was wrong. There is a reason for this.
When Black Rifle Coffee stops conservatives, it’s important to understand the CEO @埃文哈弗 Hired ActBlue Dem donors to operate his IT and social media. pic.twitter.com/XfncLVYN1e
— John Cardillo (@johncardillo) July 19, 2021
If key senior employees are ActBlue donors, your company is not a conservative business.
Harvard is playing a dangerous game, and it is not good. His company is a lifestyle brand, and once the buzz and image of the company no longer match its behavior, it will fail. My personal opinion is that any conservative interviewed by The New York Times or The Washington Post deserves anything to happen to them. In this case, the difference between Hafer’s version of the incident and the article is so serious that someone needs to post some kind of clarification in writing. On the bright side, you can see traces of the Hafer version of events in the New York Times magazine story, but they are not always easy to find. The question is, how long will Black Rifle Coffee’s customers continue to believe Hafer’s words?
