Black Rifle Coffee Company marks Memorial Day with a project centered on remembrance rather than promotion. The veteran-founded coffee brand, launched in 2014, supports veterans, active-duty service members, first responders, and their families. Co-founder Mat Best released “Folded Flag,” an original song and music video honoring fallen service members and Gold Star families. The project is backed by a $150,000 commitment to the Major Brent Taylor Foundation. Best aims to redirect Memorial Day’s commercial focus toward the generational sacrifice behind freedom. He wrote the song about his friend Luke, who died in 2008, and hopes it inspires understanding of sacrifice across conflicts, from the Global War on Terror to World War II.
"“Around Memorial Day especially, I think it's become so commercialized: people think, ‘I get an extra day off, I'm gonna barbecue and drink beer,’ which is great because it's a celebration of our freedoms-but the generational sacrifice it took to give us that should be front and center at the same time.”"
"“I wrote ‘Folded Flag’ about my friend Luke, who passed away in 2008, as a way to tell a story of remembrance around him and hopefully inspire people going into the weekend to really understand the severity of sacrifice-not just in the GWOT [Global War on Terror] era, but all the way back to places like Omaha Beach in World War II.”"
"“Black Rifle Coffee Company is marking Memorial Day with a project that's a lot heavier than your average holiday promo. The veteran-founded coffee brand, launched in 2014, has grown into a nationally recognized company built around serving great coffee and supporting veterans, active-duty service members, first responders, and their families.”"
"“Backed by a $150,000 commitment to the Major Brent Taylor Foundation, Best explained the mission of the video and how he hopes it will help pull Memorial Day's focus away from sales and back to remembrance.”"
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