Honoring Sacrifice with Purpose: Black Rifle Coffee Company’s Memorial Day Tribute
Black Rifle Coffee Company, a veteran-founded coffee brand established in 2014, has become a nationally recognized name not only for its quality coffee but also for its unwavering support of veterans, active-duty military personnel, first responders, and their families. This Memorial Day, the company is taking a meaningful step beyond typical holiday promotions by releasing a powerful tribute that centers remembrance over retail.
Co-founder and former Army Ranger Mat Best recently unveiled “Folded Flag,” an original song and music video dedicated to honoring fallen service members and the Gold Star families who carry the weight of loss daily. This project is underpinned by a $150,000 commitment to the Major Brent Taylor Foundation, a grassroots organization that provides community and resources for Gold Star families. Best articulated that his hope is to shift the focus of Memorial Day back to its core intent—remembrance—rather than the commercialized sales events that have come to dominate the holiday.
A Personal Mission to Preserve Remembrance
Mat Best’s motivation to create “Folded Flag” stems from his ongoing commitment to addressing the struggles many men, particularly veterans, face but often avoid discussing openly. Through his “I Choose Life” series, he has consistently fostered conversations around mental health and resilience. Reflecting on Memorial Day, Best expressed concern over the holiday’s commercialization, noting that while barbecues and days off are meaningful celebrations of freedom, they can overshadow the profound generational sacrifices behind those freedoms.
“Folded Flag” was inspired by the memory of Best’s friend Luke, who passed in 2008, and aims to evoke a deeper understanding of sacrifice, not only during the Global War on Terror but reaching back to monumental events like Omaha Beach in World War II. This approach invites audiences to engage with Memorial Day on a more reflective and respectful level.
The Origins and Ethos of Black Rifle Coffee Company
Black Rifle Coffee Company’s inception is a story of passion meeting purpose. Mat Best met Evan Hafer, the company’s CEO and a former Special Forces soldier, who was roasting coffee in his basement using a small one-pound roaster. Hafer’s ingenuity extended back to his military days when he retrofitted Humvees to roast coffee during the Iraq invasion. This unique blend of Best’s branding expertise and Hafer’s coffee craftsmanship laid the foundation for a brand dedicated to serving “coffee that tastes freaking awesome” while supporting their military community.
With no initial ambition to become a large-scale consumer packaged goods (CPG) company, Black Rifle Coffee organically grew over the last eleven years. It now stands as a testament to the power of community-driven business models that prioritize both product excellence and mission-driven philanthropy.
The Meaning Behind the Name
The name “Black Rifle Coffee Company” reflects the seamless integration of military culture and coffee ritual. Evan Hafer recounted an early moment when, during a high-level training course for a three-letter agency, he had his black rifle—the essential service weapon—and freshly roasted coffee side by side in a truck. The black rifle symbolizes protection and commitment, while the coffee represents a daily ritual that energizes and prepares service members for the challenges ahead. This fusion encapsulates the brand’s identity and resonates with its core audience.
From Soldier to Entrepreneur: Lessons in Leadership and Resilience
Mat Best served nearly a decade in the military, including four years and five deployments with the 2nd Ranger Battalion. Transitioning to civilian life wasn’t straightforward; he candidly shares that he had no clear plan upon separating from the military and initially struggled to find his path. Eventually, he found his footing by combining his internet presence with his passion for the veteran community, leading to the creation of Black Rifle Coffee Company.
Best credits his military experience, especially the rigorous accountability and high-performance culture of the 75th Ranger Regiment, for shaping his approach to entrepreneurship. The discipline to show up, perform under pressure, and lead effectively translates directly into managing a growing business, often requiring early mornings, late nights, and relentless problem-solving.
Balancing Stress and Staying Focused
Entrepreneurship, Best explains, can feel like combat without gunfire—constant challenges and high stakes with little room to celebrate wins. His advice emphasizes grit and mental toughness: focusing on controllable factors, accepting losses without emotional overinvestment, and maintaining a forward-looking mindset. Personal hardships, such as his recent divorce, reinforced these lessons, underscoring resilience both in business and life.
Philanthropy at the Heart of Business
Black Rifle Coffee Company is a certified public benefit corporation, a status that legally embeds its commitment to community involvement and charitable support into its business operations. Beyond delivering great coffee, the company actively supports cultural initiatives and philanthropy aligned with veteran and military causes.
The partnership with the Major Brent Taylor Foundation exemplifies this mission. The $150,000 donation will fund events like community gatherings for Gold Star families at Fort Benning, providing vital support and connection. This philanthropic focus is guided by the company’s dedicated director of philanthropy, ensuring that charitable efforts remain impactful and aligned with the company’s values.
What to Drink for a Morning Boost
For coffee enthusiasts, Mat Best recommends the company’s Silencer Smooth blend, a light roast that defies the common myth that darker roasts contain more caffeine. He enjoys it as a double-shot espresso or Americano, appreciating its smooth yet energizing profile. For those seeking an alternative, Black Rifle Coffee Company also offers a coffee-based energy drink that has gained popularity for its taste and effectiveness.
Black Rifle Coffee Company exemplifies how businesses can honor their roots and community while delivering quality products. This Memorial Day, their tribute via “Folded Flag” reminds us all to pause, reflect, and remember the sacrifices behind our freedoms.
