Black Rifle Coffee Seeks Dismissal of Lawsuit Over “America’s Coffee” Branding - USA Herald
Black Rifle Coffee is seeking to dismiss a lawsuit alleging deceptive branding, arguing its patriotic imagery represents values, not the origin of its coffee beans.Summary
Black Rifle Coffee is defending itself against a consumer class action lawsuit in California federal court, arguing that its branding—including the American flag and the slogan “America’s Coffee”—does not mislead consumers into believing its coffee beans are sourced domestically. Plaintiffs Justin Bakker and Noah Lundgren claim the branding violates California law by implying a U.S. origin for coffee made from foreign-grown beans, citing Business and Professions Code Section 17533.7. Black Rifle Coffee contends its packaging makes no explicit claims about the origin of its beans and that the branding conveys patriotism and support for veterans, not geographic location. The company further argues the branding constitutes non-actionable “puffery,” representing the company’s identity rather than factual claims. They point out that coffee cultivation is limited outside the continental U.S. and that Hawaiian-grown coffee is largely exported. The plaintiffs are pursuing claims under California’s Unfair Competition Law, False Advertising Law, and Consumer Legal Remedies Act, as well as New York consumer protection statutes. Oral arguments are scheduled for April 6th.
(Source：USA Herald)