A veteran-run coffee company has issued a surprising rejoinder to Starbucks’ promise to hire 10,000 refugees, promising to hire 10,000 veterans itself.
Black Rifle Coffee Company — which describes itself as a “premium small-batch, roast to order, veteran owned and operated coffee company” on its website — made the promise via CEO Evan Hafer’s social media account on Wednesday.
Hafer’s rejoinder came after an open letter from Starbucks CEO Howard Schultz in which he made the hiring promise.
“We have a long history of hiring young people looking for opportunities and a pathway to a new life around the world. This is why we are doubling down on this commitment by working with our equity market employees as well as joint venture and licensed market partners in a concerted effort to welcome and seek opportunities for those fleeing war, violence, persecution and discrimination,” Schultz wrote in the open letter.
“There are more than 65 million citizens of the world recognized as refugees by the United Nations, and we are developing plans to hire 10,000 of them over five years in the 75 countries around the world where Starbucks does business,” he added. “And we will start this effort here in the U.S. by making the initial focus of our hiring efforts on those individuals who have served with U.S. troops as interpreters and support personnel in the various countries where our military has asked for such support.”
Of course, actual interpreters seemed less than impressed with this kind of concern. And no mention was made of our own veterans.
Evan Hafer changed that:
Given that Black Rifle Coffee Company is significantly smaller than Starbucks, this pledge actually means something. And the sentiment is perfect.
After all, Starbucks’ meaningless promise was simply meant to show up Donald Trump — a president that Starbucks CEO Schultz is known to despise. Schultz’s rambling letter even included support for the Affordable Care Act and Obama’s immigration policies, as well as a rather kumbaya admonition that we ought to “build bridges, not walls” with Mexico.
Instead of going for political correctness, Black Rifle Coffee Company pledged to give jobs to men and women who have gone to war and fought for this country. Instead of an empty gesture meant to vulgarize a complicated issue of national security, Black Rifle put into perspective what really matters.
Our hats are off to them.
Black Rifle Coffee @blckriflecoffee