Each week we receive dozens of new customers. Over the last 3 months, many of these new customers are looking for a conservative Black Rifle Coffee Company Alternative.
Coffee Roasters – Saints & Scoundrels
Let’s give BRCC their due. Their marketing strategy is to cater to the military, police, first responders, second amendment advocates and all of their supporters, i.e., people who love America. This is a noble cause.
Up until recently, I have been proud to compete with BRCC. We appeared to share a common set of core conservative beliefs. Unfortunately, I was wrong.
On July 14th, 2021, Black Rifle Coffee Company executives participated in a New York Times article, where they attempted to distance themselves from conservatives and the MAGA movement. Needless to say, this has a lot of the BRCC’s customer-base up in arms (pun intended).
Coffee and Conservatism
I don’t believe that business and politics should go together. Unfortunately, that’s not the world in which we now live. The left’s “Cancel-Culture” has attempted to kill conservative businesses. Unfortunately for them, this strategy is turning around to bite them. Two can play this same cancel-culture game.
Conservatives are now coming out in droves to boycott liberal businesses and turning their buying dollar votes (buy-cott) to avidly support local, mom-n-pop, businesses like ours that share their conservative beliefs.
Screwgle figured out early in our business (2015), that my wife Alisha and I are conservatives. So, to punish us, and totally unbeknownst to us, Screwgle labeled us as conservative coffee roasters and thus Lake City Coffee a conservative coffee company. But instead of hurting our coffee business, as they had planned, our sales substantially increased. Although, we’re politically active, we try to keep our website and business focused on two things; great coffee and great coffee drinkers.
Burnt and Bitter Coffee
Bitter and burnt coffee is so 20th century. Starting in WWI (1918 for the US), the U.S. Army decided to send coffee to Europe with our doughboys (solders). To keep the roasted beans from spoiling too much, the Army decided to burn the snot out of the beans, which would keep the beans from spoiling for years.
The good new is that it worked. The bad news is that it created a generation of Americans that loved burnt and bitter coffee. And guess who gave them that burnt and bitter coffee? You guessed it, Folgers, Maxwell House, Yuban, Hills Brother, etc. And so did Starbucks and eventually so does BRCC.
Today, a vast majority of coffee sold in the U.S. has been sitting in warehouses or on store shelves for months if not years. No wonder Americans are know worldwide for having the worst coffee.
Coffee was never meant to taste burnt and bitter. Your great-grandmother used to roast her own coffee, to a medium brown, every week! Why weekly? Because the fresher the roasted beans the better the coffee.
Great-Grandmother’s coffee was smooth as silk, had a naturally sweet flavor, and all the subtle tastes that God put into that bean could actually be tasted. Why? Because her coffee was fresh roasted and it wasn’t burnt.
What Is Great Coffee
Great coffee is just like our great-grandmother’s:
- Super fresh roasted coffee beans, i.e. roasted hours ago, not months ago.
- Gently roasted beans, low-n-slow, up to a dark brown (never black) color.
- Flavorful. You should be able to taste notes of chocolate, nut, citrus, earthy, etc.
How Does Black Rifle Coffee Company Stack Up
With so many of our new customers, who are looking for a roaster that’s better than Black Rifle Coffee Company, I decided to give BRCC a try myself. Below, I recount my BRCC experience and my personal opinion.
Placing The Coffee Order
BRCC’s website is exactly what you’d expect from Wall Street; slick, impersonal, too many choices, very little helpful information, and devoid of personality.
Unfortunately, the title names of each coffee roast had nothing to do with coffee. The coffee titles could have been selling breakfast cereal. “Gothic Serpent”, “Monk Seal”, “The Headless Horseman”, etc.
All of Lake City Coffee’s beans are single origin from Costa Rica. Let’s order to compare apples to apples. Because BRCC’s “Flying Elk Coffee” was also from Costa Rica and was lightly roasted, on September 28th, 2021, I purchased it.
After placing the order, we immediately received an “auto-reply” email, confirming our order. Never once, did we receive any BRCC communication from a real live human being. Obviously, BRCC is still stuck in the impersonal industrial 20th century.
BRCC – Order Shipped October 5th
If BRCC is roasting to order and shipping the same day that they roast, then I have no beef for them to take a week to ship. But how would I know when the coffee was roasted? I wouldn’t!
When the coffee bag arrived, there was no roast date printed onto the coffee bag, packaging, inserts, etc.
But then again, that’s par for the course for nearly all industrial coffee companies in the U.S.
BRCC – Coffee Arrives October 13
21 days after placing our order, the coffee finally arrived. The box arrived slightly damaged, but the coffee bag was in tact. The coffee bag looked just like the picture on their website.
Just like nearly every industrial coffee company in the U.S., their plastic bag of BRCC “Flying Elk Coffee” included a “One Way Valve” imbedded into the side of the plastic bag. The idea here is to allow the “out gassing” of the beans to escape the bag, but not allow air into the bag.
First of all “out gassing” is a myth. So, why the valve? At the risk of sounding like a conspiracy nut, I just chalk it up to more marketing BS. I squeezed the bag slightly, to test the valve, and whatever air was in the bag easily got pushed out of the valve. An hour later, the bag was again full of air (or bean out-gassing). So much for the value of valves.
BRCC – No Roasting Date
Here’s a truth that the industrial coffee companies don’t want you to know. All coffee starts going stale the minute it’s roasted. A week later and you can tell the difference. A month later and your once fresh coffee is now stale and bitter.
Even more insidious is the fact that no amount of space-age packaging technology can keep your coffee even remotely fresh. Therefore it’s imperative for coffee lovers to make sure that all coffee they purchase has a roast date on the bag.
BRCC – Tasting Notes
I drink coffee everywhere I go; five star hotels, five star restaurants, fancy-dancy coffee shops, you name it. I’m just curious if anyone has coffee better than mine.
I’ve tasted worse than this bag of whole bean coffee from BRCC. Generally speaking it was not better or worse than any of the burnt and bitter coffee from the large industrial coffee companies, including Yuban, Hills Brothers, Charbucks, etc.
Bottom line the coffee tasted bitter and burnt (note that we ordered a “light roast”, which turned out darker than Lake City Coffee’s “dark roast”). There wasn’t a hint of any other flavors; no nut, no citric, no chocolate, or any other of several dozen flavors that good coffee often has.
Black Rifle Coffee Company Alternative
Here is why Lake City Coffee is the best alternative to Black Rifle Coffee Company.
- Beans – We buy only one bean and that’s from the Tarrazu region of Costa Rica. Our beans are high altitude and shad grown, hand picked, mountain water washed, sun dried, and hand sorted by small, single-source, Costa Rican, farmers.
- Roasted – All of our beans are roasted low-n-slow, from medium brown to dark brown, never black.
- Fresh – Our beans are roasted and shipped the same day. Over 94% of our orders are delivered in 24-72 hours. All roasting and shipping are done on Tuesday mornings.
- Communications – Because we communicate personally with all of our customers, Lake City Coffee is first and foremost about people and secondly about coffee. You’ll find hand written emails and personal notes within your shipping box. Call, and you’ll talk to Alisha or myself. Email, and you’ll hear from Alisha or myself. Text, and you’ll hear from Alisha or myself.
- Taste – We love smooth coffee. We hate burnt and bitter coffee. We want coffee like great-grandma used to make; smooth as silk, with subtle flavors of chocolate and nut. So, we only produce what we like. If you don’t like what we like then go buy from Charbucks or BRCC.
- Education – Buying the best green beans, roasting them to perfection, and delivering them to you within hours, is only half of the great-cup-of-coffee equation. The other 50% of the equation is in your brewing. We want you to learn how to make coffee worthy of your great-grandmother. That’s why we have dedicated a good portion of our website to teaching you how to make awesome coffee. Start with our “FAQ” tab.
BRCC Dissing Conservatives and MAGA
First of all, BRCC does a tremendous amount of advertising. Their Google Adwords budget alone has to be in the millions of dollars. It seems obvious to me that they’re simply going after name recognition. With 300+ employees and a huge overhead, there’s no way on earth that they could be making a profit.
Add to that fact their recent dissing of conservatives (their customer base), it has seemed obvious to me that they’ve been setting themselves up for Initial Public Offering (IPO), i.e, going to sell a portion of their business on the NYSE. I’ve been saying this for months if not years. Then sure enough, right after their New York Times article dissing conservatives and the MAGA movement, they announced their IPO. CLICK HERE for the full article about the IPO.
Lake City Coffee
Alisha and I love our coffee, but we love our Lake City Coffee customers much more. Many of our customers have become dear friends, who are spread from one end of this great country to the other. They differ in location, career, race, religion, and politics, but they all love great coffee and they love our country just as we do.
From the very beginning, Black Rifle Coffee Company’s strategy was to IPO. Thus, they followed Wall Street’s advice to distance themselves from conservatives, therefore they lost sight of their customers. You know the saying, “Get Woke – Go Broke”.
We won’t make that mistake, because we know who we are, who you are, and our purpose is to serve you.