If you haven't seen this and you are a BRC customer it is worth a read. https://www.thegatewaypundit.com/2021/07/americas-coffee-owner-popular-black-rifle-coffee-calls-customers-racists-worst-american-society-hate/?ff_source=Twitter&ff_campaign=websitesharingbuttons
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My recollection is that Evan Hafer also has CIA connections that are less direct. If you're into comms translation take a look at their website. They were 100% intentionally incorporating symbolism into their product designs.