How a former Green Beret turned his passion for coffee into a $ 80 million business

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Ricky Gervais talks hosting the Golden Globes for the fifth time in The Hollywood Reporter. (Photo: The Hollywood Reporter)

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Evan Hafer has a passion for coffee – so much so that as a soldier sent to Iraq and Afghanistan, he modified his Humvee to fuel his companions.

After 15 years of military service, he co-founded Black Rifle Coffee and turned it into a $ 80 million coffee empire.

"We're all veterans of the special surgery … I was just the guy who really loved roasting coffee," said Hafer Yahoo Finance in an interview this week.

Whatever is in the brew, it seems to be working: Black Rifle said it had sales of $ 1 million in 2015, which increased to $ 30 million in 2017. They now expect to end around $ 80 million in 2019.

In 2020, Hafer plans to open 20 more stationary locations in the U.S. and plans to launch new products.

<p class = "Canvas Atom Canvas Text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "The former Green Beret is driven by its passion for coffee for "People in the United States who love America," he said.YFi PM, Hafer wants to give something back to the veterans who "carry the heavy burden … to wage the global war on terror". Data-reactid = "20"> The former Green Beret is driven by his passion for coffee to "people in the United States." who love America, "he said to YFi PM. Hafer plans to give something back to the veterans who" carry the heavy burden … in the fight against the global war on terror ".

Evan Hafer, co-founder of Black Rifle Coffee (Photo credit: Black Rifle Coffee)

Black Rifle's core identity is veterans, which is why they have set themselves the goal of eventually hiring 10,000 veterans. The company currently has 205 employees.

Hafer believes that mass expansion next year will help them achieve their ambitious goal.

"It is not a PR and we will continue to employ and support veterans ten times the national average of all other companies," said Hafer.

<p class = "Canvas Atom Canvas Text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "The founder believes that his company is a" counter culture "in the Compared to other veteran-heavy companies like Boeing (BA) or Raytheon (RTN) when it comes to the environment for the transition from ex-military to civilians. & nbsp; "data-reactid =" 44 "> The founder believes that his company is a" counterculture "(BA) or Raytheon (RTN) when compared to other veteran companies like Boeing when it comes to the environment for the transition of the former military goes to the civilian population.

“When people understand what kind of company you are – if we hire over 40% of the veterans, which is about 10 times the national average – they know they are not adapting to one or more companies need culture, ”said Oats.

Black Rifle Coffee products include "AK Espresso" and "Silencer Smooth". (Credit: Black Rifle Coffee)

<p class = "canvas atom canvas text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Much of their success depends on the type and How they communicate, inform customers about their veteran identity.channel& nbsp; has almost 450,000 subscribers where they publish humorous and serious videos about coffee and military service. "data-reactid =" 66 "> A big part of their success is the way they inform customers about their veteran identity. The YouTube channel has almost 450,000 subscribers who publish humorous and serious videos about coffee and military service.

<p class = "Canvas-Atom Canvas-Text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Black Rifle also contains excerpts from their charitable missions, which includes & nbsp;Donate £ 30,000. of coffee& nbsp; Troops overseas as part of their Buy A Bag, Give A Bag initiative donate £ 30,000 of coffee to overseas troops as part of their Buy-a-Bag-Give-a-Bag initiative.

<p class = "canvas-atom canvas-text Mb (1,0em) Mb (0) – sm Mt (0,8em) – sm" type = "text" content = "Grete Suarez is a producer at Yahoo Finance for YFi PM and The Ticker. Follow her on Twitter: @GreteSuarez"data-reactid =" 69 ">Grete Suarez is a producer at Yahoo Finance for YFi PM and The Ticker. Follow her on Twitter: @GreteSuarez

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