The experience of having a truly good cup of coffee is as satisfying as sending a .50 cal. round downrange. Between multiple deployments to Iraq and Afghanistan, former Green Beret Evan Hafer worked to not only refine his firearms skills, but also his coffee roasting. What started as a vision of wanting high-quality coffee on deployments, turned into Black Rifle Coffee Company (BRCC) - a leading premium, small-batch, roast-to-order, veteran-owned coffee company with explosive roast profiles. BRCC CEO, Evan Hafer, joins Leupold’s Bruce Pettet and Shane Meisel to talk the history of BRCC, the importance of employing and honoring veterans, and more.

Subjects Discussed: Where the Black Rifle name originated; getting great results with great people; bringing passion to the mission; enhancing the customer experience; leadership vs. management; the importance of social media to business; and more.