Black Rifle Coffee CEO: We’ll keep the hiring focus on veterans

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Evan Hafer, Army Special Forces veteran and current CEO of Black Rifle Coffee Company, isn’t interested in getting into a public relations war with Starbucks.

“I’m very happy that Starbucks announced they were going to speed up their hiring practices for veterans,” he says, referring to  recent statements made by Howard Schulz, Chairman and CEO of Starbucks, that the company would be hiring 10,000 refugees.

Although Starbucks originally started a successful program to hire veterans in 2013 — hiring 8,800 veterans and spouses since then — the decision by Starbucks to ramp up the promotion of their veteran hiring program after negative publicity following the refugee statement is, for Hafer, “a win.”

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