The Importance of Military Coffee in the United States
The Importance of Military Coffee in the United States is not lost on the American public. During World War II, American GIs started calling their coffee Joe. It was named after Josephus Daniels, the secretary of the Navy under Woodrow Wilson. Daniels had an idea to reduce the amount of alcohol on shipboard, and he made coffee the strongest drink available in a mess. Snopes fact-check this story. BRCC BRCC IPO has two important economic stories. One is that BRCC signals a direct-to-consumer market for products and services that appeal to members of the Military Affinity Community (MACC). MACC is a loosely-defined group of former and current military personnel who support military-centric culture and ideology. This group is a huge market for consumer goods, but its IPO is not without controversy. Recce is a veteran of Wall Street and is betting on military affinity groups. His research shows that 84% of BRCC's customers purchase coffee to support the military. Recce has also f...