Black Rifle Coffee Faces Class Action Over “America’s Coffee” Branding

Consumers Claim Packaging Misleads Buyers

SACRAMENTO, Calif. — Black Rifle Coffee Company is facing a federal class action lawsuit accusing it of misleading customers by promoting its products as “America’s Coffee” while sourcing and processing all of its beans overseas.

The complaint, filed Nov. 3 in the U.S. District Court for the Eastern District of California, alleges that the company’s use of American flags and patriotic slogans gives the false impression that its coffee is made in the United States.

Plaintiffs Justin Bakker of Turlock, Calif., and Noah Lundgren of Kingston, N.Y., say the company’s packaging influenced their decision to buy. Both claim they prefer to purchase American-made goods and would not have paid the same price if they had known the coffee was produced abroad.

Coffee Origin at Center of Dispute

Black Rifle sources all its beans from countries near the equator, according to the complaint. Coffee production in the United States is limited mostly to Hawaii, accounting for less than 1% of national consumption.

Before reaching American roasters, beans undergo harvesting, pulping, fermentation, drying, and milling in source countries. Black Rifle’s role begins only after it receives the dried green beans, which it roasts and packages domestically.

The plaintiffs argue that the company’s use of the “America’s Coffee” slogan and flag imagery creates an implied “Made in USA” claim. Regulators consider such symbols and phrases to be potential indicators of U.S. origin, even when no explicit claim is made.

California and Federal Rules on “Made in USA”

Under California law, companies cannot market products as American-made if more than 5% of their value comes from foreign components, or 10% if those materials are unavailable domestically. The lawsuit says Black Rifle’s coffee does not qualify for either exemption.

The Federal Trade Commission (FTC) enforces similar rules. Its “all or virtually all” standard requires that nearly every significant part and process occur within the United States for a product to be labeled “Made in USA.” The agency has specifically warned that combining the American flag with phrases like “America’s Coffee” can mislead consumers.

Plaintiffs Cite Economic Harm

Bakker said he regularly purchased “Wakin the Neighbors” and “Spirit of ’76” blends from Save Mart and Safeway stores until February 2025. Lundgren bought the “Tactisquatch” blend at a Walmart in June. Each product displayed both the slogan and flag on the front label.

The complaint argues that Black Rifle intentionally designed its packaging to emphasize patriotic themes while placing the disclosure “roasted in the USA” in less noticeable text. The plaintiffs claim this strategy was deceptive and caused them to overpay.

Broader Marketing Implications

The case comes amid increased scrutiny of domestic origin claims. The FTC recently warned major retailers about third-party sellers making false “Made in USA” statements.

Legal experts say the lawsuit highlights tensions between branding and truth in advertising. As marketers rely heavily on national identity and symbolism, the case may test how far companies can go in associating themselves with American values without crossing into misrepresentation.

The plaintiffs, represented by Zimmerman Reed LLP, seek class certification for consumers in California and New York, as well as damages, restitution, and an order barring further misleading advertising.