After Donald Trump had signed his executive order putting a temporary hold on travel from some countries and moratorium on refugees, the virtue signaling from all over was pretty heavy-handed. Starbucks immediately announced they’d hire 10,000 refugees.

A coffee company that doesn’t rival Starbucks in size and perhaps name recognition is stepping forward to one up the Seattle-based coffee behemoth with the announcement they’re going to be hiring 10,000 veterans.

https://www.instagram.com/p/BP-rIvulauE/

What is Black Rifle Coffee Company? From their website:

Black Rifle Coffee Company is a premium small-batch, roast to order, veteran owned and operated coffee company. At BRCC we import our high quality coffee beans directly from Colombia & Brazil, then we personally blend and roast every one of our ass kicking coffees to be shipped directly to you.

I haven’t tried their coffee. Yet. Starbucks is overrated sludge in my view. They over-roast their beans to the point their coffee tastes burnt.

These guys have a sense of humor as well. Check out the video which is kind of a take on the Dollar Shave Club video that launched them:

Love it. I think I am going to order some of their coffee, right now.