Consumers sue Black Rifle for selling imported coffee under ‘America’s Coffee’ slogan

Black Rifle Coffee class action overview:

• Who: Plaintiffs Justin Bakker and Noah Lundgren filed a class action lawsuit against Black Rifle Coffee Company LLC and BRC Inc.
• Why: Bakker and Lundgren claim Black Rifle Coffee falsely advertises its coffee as being American-made.
• Where: The Black Rifle Coffee class action lawsuit was filed in California federal court.

A new class action lawsuit alleges Black Rifle Coffee falsely advertises its coffee as being American-made.

Plaintiffs Justin Bakker and Noah Lundgren filed the class action complaint against Black Rifle Coffee and BRC on Nov. 3 in California federal court, alleging violations of state and federal consumer laws.

According to the lawsuit, Black Rifle Coffee prominently displays the slogan “America’s Coffee” and the American flag on its coffee bags, leading consumers to believe the coffee is grown or produced in the United States.

However, the plaintiffs argue that none of Black Rifle Coffee’s products are made in the United States, and that the company’s use of the slogan and flag is misleading and deceptive.

The plaintiffs claim Black Rifle Coffee’s advertising allows the company to charge a premium for its products, as many consumers are willing to pay more for American-made goods.

They allege reasonable consumers interpret “Made in USA” advertising to mean that all or virtually all aspects of the product, from raw material sourcing to final packaging, occur in the United States.

Class action: Black Rifle Coffee violates California and New York consumer laws

The plaintiffs further allege that Black Rifle Coffee’s practices violate California and New York consumer protection laws as well as Federal Trade Commission regulations.

California law prohibits companies from advertising products as “Made in USA” if they are substantially made, manufactured or produced outside the United States, while New York law prohibits deceptive acts and false advertising in business practices, the plaintiffs argue.

The lawsuit claims that Bakker and Lundgren, residents of California and New York, respectively, purchased Black Rifle Coffee products based on the misleading advertising. They allege they believed the coffee was produced in the United States and would have paid less or not purchased the products at all if they had known the truth.

The plaintiffs are seeking to represent a class of similarly situated individuals who purchased Black Rifle Coffee products in California and New York. They are demanding a jury trial and requesting damages for false and misleading advertising as well as an injunction to stop Black Rifle Coffee from continuing its deceptive advertising practices.

Meanwhile, Florida’s Natural Growers Inc. recently faced a similar class action lawsuit after a consumer claimed the company falsely advertised its orange juice as made exclusively from Florida oranges, even though it contains juice from Mexico and Brazil.

What do you think of the allegations made in this Black Rifle Coffee class action lawsuit? Let us know in the comments.

The plaintiffs are represented by Ryan J. Ellersick and Zain A. Shirazi of Zimmerman Reed LLP.

The Black Rifle Coffee class action lawsuit is Bakker, et al. v. Black Rifle Coffee Company LLC, et al., Case No. 2:25-cv-03193, in the U.S. District Court for the Eastern District of California.

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