Black Rifle Coffee Hit With Deception Class Suit Over Flag Usage

Black Rifle Coffee Co.'s slogan “America’s Coffee” and extensive use of American flag iconography dupes buyers into thinking the coffee is made in the US, a proposed class action filed in federal court alleged.

But “nearly the entire process” for making Black Rifle’s coffee “occurs outside of the United States,” the complaint filed Monday in the US District Court for the Eastern District of California said.

Black Rifle Coffee was founded in 2014 by a former US Army Green Beret Evan Hafer and has pledged to hire 10,000 veterans.

Plaintiffs Justin Bakker and Noah Lundgren said the company’s branding gives ...