According to the mission statement on its website, "Black
Rifle Coffee Company serves coffee and culture to people who love
America." The company serves that coffee in bags that proudly
feature the American flag and bear the slogan "America's
Coffee."
This week, plaintiffs filed a proposed class action alleging
that "by labeling their coffee as 'America's
Coffee' and prominently displaying the American flag on the
front of the bags, defendants are misleading and deceiving
consumers in California and New York into believing that defendants
sell American coffee when in fact they do not."
A California law provides that it is unlawful for a company to
advertise a product using phrases such as "Made in USA,"
"Made in America," or "similar words," if the
product has been "substantially made, manufactured, or
produced outside of the United States." (The complaint alleges
that the coffee isn't grown or produced in this country.)
