Fire Behind Your Roast

posted on November 25, 2020

The U.S. military is serious about coffee, so much so that the Army Medical Research and Material Command developed an app a few years ago. The 2B-Alert Personalized Alertness and Cognitive Performance software calculates the number of cups and intake intervals required for Soldiers to maximize effectiveness.  

Coffee is a deeply rooted tradition in our military history and Independence. The first coffeehouse opened in Boston in 1689, but it was tea the Patriots dumped into the harbor in 1773, not beans. John Adams later wrote, “Tea must be universally renounced.”

The affection for a warm brew on watch continues in veterans long after their service. It’s one reason so many coffee brands today are veteran-owned or have a military- or firearm-related name, sometimes both. 

Black Rifle Coffee Co. was founded by Evan Hafer—a former Green Beret—in 2014 after his small batches of Freedom Roast proved popular. Today the company roasts its beans at its original Salt Lake City, UT, location and at its Manchester, TN, location that opened in 2017. It remains veteran-owned and managed. More than half of its staff is former military.

“We develop our explosive roast profiles with the same mission focus we learned as military members serving this great country and are committed to supporting veterans, law enforcement and first responders. With every purchase you make, we give back,” it explains on its website. 

Got Your Six Coffee Company was launched by former Navy Reserve officer Eric Hadley in December 2016. It’s relatively new, but making big strides. When asked about the company logo, an octopus and number 6, Hadley explained, “Besides the obvious with my maritime background, Got Your 6 means I’ve got your back and the octopus is tied to our mission statement of, ‘Service to those who serve.’”

He said there are eight key groups that fall into that category—Army, Navy, Marines, Air Force, Coast Guard, EMT, law enforcement and firefighters—each represented by one of the octopus’ arms. Got Your Six Coffee Company’s Dark Roast Cup of Joe has won the “Best Dark Roast” category at the Springfield Coffee Festival 2 years in a row. 

Over at American-owned and made CMMG, foodstuffs are not a primary focus, but then there was the success of a survival/prepper product.

“CMMG has offered Tactical Bacon for many years and it’s very popular among our customers,” Tim Zick, CMMG marketing and public relations manager explained. “Coffee seemed like a natural fit.” Its three blends are produced by a local roaster in Missouri.

Whether it’s the quality, generosity or military and firearm terms in the names, hoist a warm one and remember the men and women with the forethought to trash tea on the road to independence. 


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