Jayson Orvis And Black Rifle Coffee: From Veteran Support To A Cultural Powerhouse
What drives a former Green Beret to build a coffee empire that doubles as a veteran support movement? The story of Jayson Orvis and Black Rifle Coffee Company (BRCC) is more than a business success—it’s a narrative of patriotism, resilience, and community that has reshaped the specialty coffee landscape. Founded in the heart of Utah, BRCC has grown from a garage-based startup into a nationally recognized brand with a fiercely loyal following. But at its core, the company remains anchored by a simple, unwavering promise: to support veterans, first responders, and America’s men and women in uniform. This commitment, championed by co-founders like Jayson Orvis and Evan Hafer, has fueled not just commercial growth but a cultural phenomenon that resonates with millions. In this deep dive, we explore how Jayson Orvis Black Rifle Coffee became a symbol of American entrepreneurial spirit and unwavering support for those who serve.
The Man Behind the Brew: Jayson Orvis’s Biography and Vision
To understand Black Rifle Coffee Company, one must first understand the individuals who founded it. While Evan Hafer often serves as the public face as Founder and CEO, Jayson Orvis played a pivotal, multifaceted role as a co-founder and strategic architect. Orvis’s background is steeped in the values that define BRCC: a deep respect for military service, an entrepreneurial drive, and a commitment to building something meaningful beyond profit margins.
Jayson Orvis: Key Data and Contributions
| Attribute | Details |
|---|---|
| Primary Role | Co-Founder & Former Chief Strategy Officer (CSO) of Black Rifle Coffee Company |
| Key Contribution | Instrumental in founding BRCC alongside Evan Hafer and Jeff Kirkham; helped shape the company’s foundational mission and early business development. |
| Post-BRCC Role | Publisher and media entrepreneur, notably through Jayson Orvis Publishing, which released the Black Autumn audiobook series. |
| Philosophy | Advocates for veteran-owned businesses and using commerce as a force for community support and patriotic storytelling. |
| Public Persona | Known for a direct, no-nonsense approach, often emphasizing accountability and the company’s unwavering mission. |
Orvis’s journey with BRCC began with a shared frustration among veterans: the feeling that many corporations paid lip service to supporting the troops but did little in tangible ways. Alongside Hafer, a former Green Beret, and Kirkham, Orvis sought to create a company where supporting the veteran community was not a marketing afterthought but the central business model. His strategic mind helped navigate the early, precarious days of the company. As reflected in the key sentence, “Orvis has no one to blame but himself,” a phrase often attributed to his blunt take on business decisions and accountability, Orvis embodies the personal responsibility he believes should define both military service and entrepreneurship. This ethos would become a cornerstone of the BRCC brand identity.
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Brewing a Mission: The Founding of Black Rifle Coffee Company
The official launch of Black Rifle Coffee Company was a deliberate act of rebellion against complacency. It was a year ago today—from the perspective of the key narrative—that the company was formally established, but its roots trace back to a simple, powerful idea: great coffee should come from a company that actively supports those who defend freedom.
Evan Hafer, the founder and CEO, was initially suspicious. Suspicious of the market’s willingness to back a veteran-owned coffee brand, suspicious of whether a mission-driven company could scale, and suspicious of the traditional corporate path. This healthy skepticism fueled a rigorous, ground-up approach. The company was built not in a corporate boardroom but in the crucible of real-world veteran experience and small-batch roasting. The name itself—“Black Rifle”—was a bold statement, directly referencing the tools of war used by the very people the company aimed to support, a stark contrast to the often sanitized branding of its competitors.
Crucially, among many other companies, Orvis and Kirkham founded Black Rifle Coffee together. This triad of founders—Hafer, Orvis, and Kirkham—combined military discipline, business acumen, and creative storytelling. Their partnership was foundational. This collaborative spirit is further evidenced by their later ventures, such as the Homestead series. The first two episodes of Homestead are streaming on the Angel app, a project that stems from this same creative wellspring, showcasing their expansion into media that aligns with their values.
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A touching nod to their enduring identity came when I thought it was only appropriate to bring back Butch, just to show everyone we haven't changed. “Butch” is more than a mascot; he’s a symbol of the everyman veteran, a character representing the grit and humor of military life. Reintroducing Butch was a deliberate signal to their community that, despite rapid growth, BRCC’s heart and humor remained intact.
More Than a Coffee Brand: Community Impact and Veteran Commitment
Black Rifle Coffee’s community involvement extends beyond its charitable donations. This is a critical distinction. While their philanthropic efforts are significant—often donating a portion of proceeds or products to veteran and first responder organizations—their engagement is holistic and embedded in their operational DNA.
The company is also involved in a variety of events and initiatives, including coffee tastings, fundraising events, and community outreach programs. These aren’t just PR stunts. Roasting facilities open for tours, “Cup of Joe” events at military bases, and partnerships with organizations like the Special Operations Warrior Foundation create direct, human connections. They understand that support isn’t just a check; it’s presence, conversation, and shared experience. This approach answers a common question: “How does buying coffee actually help veterans?” The answer lies in their integrated model: employment, direct donations, event participation, and a permanent “Donut Hole” donation program where customers can round up purchases to support specific causes.
Furthermore, their branding brilliantly taps into a profound sense of patriotism. What better way to celebrate all that’s red, white, and blue than with a good cup of brew? This isn’t jingoism; it’s a celebration of the ideals and the people who uphold them. Their product lines, from “Freedom Blend” to “Silencer Smooth,” are named with intentional, culturally resonant language that speaks directly to their audience’s identity and values. This creates a powerful emotional purchase, transforming a daily ritual into a statement of solidarity.
From Garage to National Presence: Five Years of Exponential Growth
The scale of Black Rifle Coffee Company’s ascent is staggering. Today, five years since its founding, Black Rifle Coffee Company employs more than 200 people, and their products are available at 1,700 retail locations across the country as well as through online sales. This explosive growth from a small, veteran-run operation to a staple in major retailers like Walmart, Bass Pro Shops, and military exchanges is a testament to the power of a authentic mission coupled with a superior product.
This expansion is chronicled in their corporate narrative: “The author explores how they got here”—a reference to the many blog posts, videos, and social media content that document their journey from the first roast to national distribution. Their historical performance reflects the scale and growth of our company. Early financials were bootstrapped, relying on pre-orders and a fiercely supportive community. Today, their revenue streams are diversified across direct-to-consumer, wholesale, and licensing, all while maintaining control over their roasting facilities.
A key pillar of this operational growth is their headquarters. Today, Black Rifle Coffee operates out of facilities and offices in Salt Lake City, Utah. This central hub in a veteran-friendly state allows them to manage logistics, roasting, and corporate functions efficiently. The Salt Lake City location is not just an office; it’s a symbol of their establishment as a permanent, impactful business, far removed from the transient startup phase.
Beyond the Cup: Media Ventures and the Black Autumn Series
BRCC’s founders understood early that their story was bigger than coffee. They are storytellers at heart, a trait evident in Book 7 of 10 the Black Autumn series. This audiobook saga, written by co-founder Jeff Kirkham and published by Jayson Orvis through his publishing imprint, is a dystopian thriller that mirrors the founders’ concerns about societal resilience and the role of veterans in protecting communities. The details are specific: listening length 8 hours and 39 minutes, author Jeff Kirkham, narrator Kevin Pierce, Audible release date 16 June 2021, language English, publisher Jayson Orvis, ASIN B097C75Z3N, version unabridged.
This venture into publishing, specifically the audiobook format, was strategic. It allowed them to engage their audience during commute times, building a deeper narrative universe around their brand values. It’s a prime example of brand extension that feels organic, not forced. The Black Autumn series cultivated a dedicated fanbase within their existing community, proving that their audience craved content that aligned with their worldview. This move also cemented Jayson Orvis’s role not just as a coffee executive but as a media publisher dedicated to stories of preparedness, honor, and American spirit.
Racing for a Cause: Ty’s No. 42 Camaro and Brand Visibility
In a bold move that merged automotive passion with brand marketing, BRCC sponsored Ty’s No. 42 Black Rifle Coffee Camaro ZL1 in motorsports. You’ll see on track at Los Angeles (and other venues), this vehicle is a moving billboard for the brand. The sponsorship is more than logo placement; it’s an alignment with the precision, engineering, and high-performance ethos that also defines their coffee roasting process.
This initiative serves multiple purposes: it reaches a demographic of gearheads and patriots who might not be in a coffee aisle, it generates exciting content for social media, and it associates the brand with American manufacturing and competition. It’s a tangible demonstration of their “no one to blame but himself” mentality—taking full ownership of their marketing choices and investing in high-visibility, high-cost partnerships that resonate deeply with their core identity.
The Homestead Series: Storytelling on the Angel App
Building on their media ambitions, the founders launched The Homestead series. The series are streaming on the Angel app (and have been for a long time). This series represents a shift toward longer-form, serialized storytelling that explores themes of self-reliance, family, and community—core tenets of the preparedness and homesteading movements that overlap significantly with BRCC’s customer base.
By choosing the Angel app, a platform known for niche and independent content, they targeted their specific audience with precision. The fact that it has “been streaming for a long time” indicates a sustained commitment to this content arm, not a one-off experiment. This series, like the Black Autumn audiobooks, allows Jayson Orvis and team to control a narrative ecosystem around their brand, fostering loyalty that transcends transactional coffee purchases.
Conclusion: A Legacy Forged in Service and Brew
The journey of Jayson Orvis Black Rifle Coffee is a masterclass in mission-driven entrepreneurship. From the suspicious, gritty beginnings with Evan Hafer to the strategic expansions into publishing and motorsports, every move has been tethered to a commitment to the veteran and first responder community. They haven’t just sold coffee; they’ve built a tribe. Their growth—to 200+ employees and 1,700 retail points—is a direct result of never losing sight of who they are for and what they stand for.
The reintroduction of Butch, the boldness of the Camaro on the track, the suspense of Black Autumn, and the quiet resilience of Homestead all tell the same story: a company that understands its identity is its greatest asset. In a market saturated with generic brands, BRCC’s unwavering, sometimes controversial, dedication to its founding principles is its ultimate competitive advantage. As they continue to operate from their Salt Lake City hub, the question isn’t just what they will roast next, but how they will continue to innovate in service of their community. The answer, consistent with their ethos, will likely be as bold and uncompromising as the coffee they sell.
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