"The case may have broad impact on product marketing strategies in the U.S. coffee industry, which relies on imports of green coffee from high-elevation countries within the tropics. In a complaint filed Nov. 3 in the U.S. District Court for the Eastern District of California, California resident Justin Bakker and New York resident Noah Lundgren accuse Black Rifle Coffee Company LLC and parent company, BRC Inc., of deceptive "Made in USA" advertising."
""Plaintiffs are among the many Americans who try to buy American-made products and are sometimes willing to pay more for American-made products," the suit states. "Had Plaintiffs known the truth (that Defendants' coffee is not, in fact, made in the United States), Plaintiffs would have paid less for Defendants' products or they would not have purchased Defendants' coffee at all. As a result, Plaintiffs have been deceived and suffered economic injury.""
Plaintiffs allege that "America's Coffee" branding and flag-heavy packaging led shoppers to believe the coffee was produced entirely in the United States. The case could affect marketing strategies in the U.S. coffee industry, which relies on imported green coffee from high-elevation tropical countries. A complaint filed Nov. 3 in the U.S. District Court for the Eastern District of California names Justin Bakker and Noah Lundgren and accuses Black Rifle Coffee Company LLC and BRC Inc. of deceptive "Made in USA" advertising. Plaintiffs say blends prominently displayed an American flag and the slogan "America's Coffee" while qualifying language about foreign sourcing appeared only in small print. Plaintiffs allege economic injury because they would have paid less or not purchased the products. Salt Lake City-based Black Rifle Coffee went public in 2022 and has not responded to requests for comment. The suit alleges violations of California's "Made in USA" statute.
Read at Daily Coffee News by Roast Magazine
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