Black Rifle Coffee Company Shifts Memorial Day Focus Toward Remembrance

As Memorial Day approaches, Black Rifle Coffee Company (BRCC) is departing from typical holiday retail promotions, opting instead for a campaign centered on tribute and reflection. The veteran-founded company, which launched in 2014, has centered its latest initiative around the release of “Folded Flag,” an original song and music video produced by co-founder and former Army Ranger Mat Best.

Prioritizing Remembrance Over Commerce

The campaign serves as a deliberate pivot from the commercialization often associated with the holiday weekend. According to Mat Best, the objective is to redirect the public’s attention toward the gravity of military sacrifice. Best noted that while the holiday serves as a celebration of freedom, the generational effort required to secure those liberties should remain the central focus of the weekend.

“Folded Flag” was written as a personal tribute to a friend of Best’s who passed away in 2008. The project aims to honor fallen service members and the Gold Star families who manage the long-term impact of that loss. Best emphasized that the message of the video extends beyond the Global War on Terror era, intending to acknowledge the historical weight of sacrifice dating back to World War II.

Corporate Philanthropy and the Major Brent Taylor Foundation

In conjunction with the video release, Black Rifle Coffee Company has pledged a $150,000 commitment to the Major Brent Taylor Foundation. This partnership aligns with the company’s status as a public benefit corporation, a structure that formalizes its commitment to community support and charitable engagement.

The funds are designated to support the Foundation’s efforts to provide resources and community connections for Gold Star families. Specifically, the contribution will help facilitate events, such as gatherings at Fort Benning, which allow families to network and access support programs in a communal environment.

The Evolution of Black Rifle Coffee Company

Black Rifle Coffee Company’s trajectory began over a decade ago when co-founder Evan Hafer, a former Special Forces soldier, started roasting coffee in his basement. The brand’s identity was forged from the intersection of Hafer’s background in the Special Forces—where he famously retrofitted Humvees to roast coffee in Iraq—and Best’s experience in brand-building and digital media.

The name itself reflects this origin, inspired by the service rifle Hafer kept alongside his roasting equipment while conducting high-level training courses. The company has since scaled into a nationally recognized brand, maintaining a business model that emphasizes its roots in the veteran and military community.

Key Takeaways

• Campaign Pivot: Black Rifle Coffee Company is emphasizing remembrance over holiday sales with the release of the song and video, “Folded Flag.”
• Charitable Commitment: The company has committed $150,000 to the Major Brent Taylor Foundation to support Gold Star families.
• Mission-Driven Business: As a public benefit corporation, BRCC integrates philanthropic support into its core operations, focusing on veterans, active-duty service members and first responders.
• Company Origins: Founded in 2014 by Evan Hafer and Mat Best, the company grew from a small-scale roasting operation into a national brand that pairs coffee culture with military community support.

Looking Ahead

As Black Rifle Coffee Company continues to grow, its leadership maintains that the mission of supporting the military community remains central to its DNA. By using its platform to highlight the stories of Gold Star families and the reality of service, the company seeks to influence how its audience observes Memorial Day, encouraging a shift in perspective from the holiday’s retail-heavy reputation to a more solemn recognition of those who have served.