Shownotes
State of the Second hosts John and Kaylee sit down with Brian from Caliber Coffee, the coffee brand that now sits under Tactical Eats and shares ownership with Palmetto State Armory through JJE Capital. The conversation opens loose, with rapid-fire coffee questions, brewing-method debates, and a long, funny detour into 90s snacks, kids, and impulse buys. Then it turns to the real reason Caliber exists. Brian explains that money spent on the coffee goes right back into manufacturing guns and ammunition and into funding amicus briefs the PSA team is part of. The brand's motto, "freedom in every cup," is described not as a message but as the actual model. Through the Joe 2A Joe program, a portion of proceeds donates coffee to active-duty members, veterans, and first responders, with about three to four tons given away in the company's first year.
The heart of the episode is the idea Kaylee calls your "second vote": voting with your dollar. The hosts and Brian argue that consumers are increasingly choosing where their money goes once it leaves their account, and that a growing "parallel economy" lets people buy quality products from companies that are openly pro-America and pro-Second Amendment. Brian is candid that taking that stance can cost a brand shelf space, and his answer is blunt: if a store won't carry them because of who they are, they don't want that store. John pushes the convenience problem too, noting people grab the easy $8 Starbucks latte or a Coca-Cola-family energy drink rather than picking a brand that supports their values.
Brian also walks through the product line and his own path in. A former sports-partnerships professional, he accepted a dream job in Atlanta in March 2020 right as live sports and entertainment shut down, started making hot sauces during COVID, and was recruited by ownership to launch the coffee brand. Caliber is now in Food Lion, some Ace Hardware locations, and hundreds of independent retailers, with online subscriptions that have tripled. The lineup is expanding into Reload Energy drinks built on nostalgic 90s flavors with zero sugar and no artificial dyes, Bull Barrel beef jerky sold exclusively through PSA, and a future sauce line. Coffee runs about $14.99 a bag. The episode closes on the recurring pitch: supporting the mission can be as small as the energy drink or bag of jerky you were going to buy anyway, plus the standing plug for GOA's GOALS event in Knoxville on August 9th and 10th.
Links
Questions this episode answers
What is Caliber Coffee's relationship to Palmetto State Armory and JJE Capital?
Caliber Coffee sits under the Tactical Eats umbrella and shares ownership with Palmetto State Armory through JJE Capital. That common ownership is why buying the coffee ties directly into PSA's firearms and rights work.
Where does the money from Caliber Coffee and Tactical Eats products actually go?
Money spent on the coffee goes back into manufacturing guns and ammunition and into funding amicus briefs the PSA team is part of. Brian frames the brand's motto, "freedom in every cup," as the actual business model rather than just a slogan.
What is the Joe 2A Joe program and how much coffee has it donated?
Joe 2A Joe donates a portion of proceeds as coffee to active-duty members, veterans, and first responders. About three to four tons were given away in the company's first year.
What does Kaylee mean by your "second vote" and voting with your dollar?
Your second vote is the choice of where your money goes once it leaves your account, treating each purchase as a vote for the values a company stands for. Caliber's pitch is that buying from openly pro-America, pro-Second Amendment brands is part of a growing parallel economy that lets consumers spend on their values.
How did Brian end up starting the coffee brand?
Brian came from sports partnerships and accepted a dream job in Atlanta in March 2020, right as live sports and entertainment shut down. He started making hot sauces during COVID, which led ownership to recruit him to launch the coffee brand.
What products are in the Tactical Eats lineup beyond coffee?
Beyond coffee, the lineup includes Reload Energy drinks built on nostalgic 90s flavors with zero sugar and no artificial dyes, Bull Barrel beef jerky sold exclusively through PSA, and a sauce line still to come. Coffee runs about $14.99 a bag.
Why would a brand risk losing retail shelf space by being openly pro-Second Amendment?
Taking an open pro-Second Amendment stance can cost a brand shelf space, but Brian's answer is blunt: if a store won't carry them because of who they are, they don't want that store. The bet is that customers who share those values will seek the brand out anyway.
Where can you buy Caliber Coffee and sign up for a subscription?
Caliber Coffee is sold in Food Lion, some Ace Hardware locations, and hundreds of independent retailers, plus online subscriptions that have tripled. Bull Barrel beef jerky is carried exclusively through Palmetto State Armory.
Chapters
- 00:00 — Welcome back and meet Brian from Caliber Coffee
- 00:53 — AAC and Palmetto State Armory guest gift
- 02:50 — Ammo Squared sponsor read
- 03:40 — Rapid fire: black coffee, brewing, and flavors
- 13:46 — Impulse buys, kids, and 90s nostalgia
- 20:48 — Caliber under Tactical Eats and where the money goes
- 23:15 — The second vote and voting with your dollar
- 24:43 — Freedom in every cup and the Joe 2A Joe program
- 25:50 — Tactical Eats lineup and Brian's COVID hot sauce start
- 32:03 — Soapbox: being unapologetically pro-America
- 41:50 — Subscriptions, retailers, and beef jerky flavors
- 44:16 — Road trip snacks and clean ingredients
- 53:55 — Small ways to support the mission
- 57:24 — Where to find Caliber Coffee and GOALS wrap-up
About the guest
Brian leads the coffee brand at Caliber Coffee, which sits under Tactical Eats and shares ownership with Palmetto State Armory through JJE Capital. He started his career in sports partnerships and had accepted a dream job in Atlanta in March 2020, around the time live sports and entertainment shut down. During COVID he began making hot sauces from scratch, which led ownership to recruit him to start the coffee brand. He describes himself as a brand guy and has since helped expand the product line into energy drinks, beef jerky, and a coming sauce line. He has three kids under five, two boys and a newborn girl. [VERIFY] Full name and title not stated in the episode beyond "Brian."
Key quotes
"It's about fueling Americans with the freedoms that they enjoy." — Brian
"Well, if a store's not going to take us on because of who we are, then we don't want to do business with the store in the first place." — Brian
"It's really driven a lot of people to consider their second vote." — Kaylee
"When you buy our coffee, it might be a little more expensive than, you know, Folgers, which we try to keep everything pretty market value, but it's worth it." — Brian
"When you know you can trust a brand and then you know that you can trust all their ancillary brands, all of a sudden, you feel a huge boost of confidence as a consumer." — Kaylee
"Our rights were fought for. Our rights were bled for. People died for our rights." — Brian
Transcripts
Welcome to the Save the Second podcast.
Speaker A:My name is John and I'm happy to announce my co host Kaylee is back.
Speaker A:Welcome back to the podcast.
Speaker B:Yeah, it's great to be back.
Speaker A:Had some life stuff and we're so happy for you and got it.
Speaker B:Added a new addition to the family, a baby girl this time.
Speaker B:So I have title of girl mom and boy mom now look at you.
Speaker A:Round of applause.
Speaker B:Yes.
Speaker B:I got both genders.
Speaker B:I'm done.
Speaker A:You're done.
Speaker A:Check, check out the link.
Speaker A:So we have a great guest today.
Speaker A:We are here with Brian from Caliber Coffee.
Speaker A:Brian, how are you today?
Speaker A:Thank you for joining us.
Speaker C:I'm doing well.
Speaker C:It's a pleasure to be here.
Speaker C:Apparently a new studio.
Speaker C:It looks great.
Speaker A:Yeah.
Speaker A:So before we get started, first thing I have to do as part of season two, AAC and Pomado State Armory has sponsored the podcast as I knocked my mic into myself for gifts for our guests.
Speaker A:So I would like to give you this gift from AC in Palmer State Armory.
Speaker C:Awesome.
Speaker A:For all our guests.
Speaker A:Again, we appreciate.
Speaker A:Thank you so much and AAC for doing that.
Speaker A:So go check out Palmetto State Armory.
Speaker A:Go check out aac.
Speaker C:Top tier.
Speaker A:Top tier.
Speaker A:So we're going to go ahead and dive into this with some icebreakers.
Speaker A:This is our segment where we kind of rapid fire questions.
Speaker A:We're going to ask you some questions.
Speaker A:You answer them as quickly or slowly as you like.
Speaker C:Before you start, I gotta say it's, it's taking a little bit of courage for me to come on here.
Speaker C:Last time I was in front of a camera, I was feeling really good about it.
Speaker C:Like the interview went really well and you know, the guy texted me, hey, we're posting online.
Speaker C:Here's, here's a little snippet of it.
Speaker C:I'm looking at it.
Speaker C:I'm like, oh, this is great.
Speaker C:So after it got posted, let's see what social media is saying about it.
Speaker C:The first comment, it was like, no one cares, fat boy, your coffee sucks.
Speaker C:And I'm like, oh my gosh.
Speaker C:And I was like, the, you know, social media is not for the faint of heart.
Speaker C:But I honestly, I lost it.
Speaker C:I thought that was so funny.
Speaker C:And I know he, you know, I know he's not a credible source because coffee doesn't suck.
Speaker C:He probably has never tried it because.
Speaker A:It's top tier, top tier coffee.
Speaker C:Just like the studio.
Speaker A:Listen, we've gotten some great ones over the years.
Speaker A:Somebody brought up the other day, Kaylee got a comment about your eyeshadow.
Speaker A:I don't know if you Remember that one?
Speaker B:Yes.
Speaker B:There's been, there's been a lot of comments.
Speaker B:The Internet is not the greatest, the greatest place for your self esteem.
Speaker C:But don't check the comment section or do if you, you know, if you can laugh at yourself.
Speaker B:Oh, yeah, it's a great place.
Speaker A:For those of you who called me big, Yes, I am.
Speaker A:I know.
Speaker A:I'm around.
Speaker A:I'm in shape.
Speaker A:It happens.
Speaker C:I was like, I just started a diet too.
Speaker C:I was like feeling good about it.
Speaker C:I like, just, I lost some weight, you know, it's all good.
Speaker C:Just extra motivation.
Speaker C:That's all it is.
Speaker A:You're motivating me to lose weight again.
Speaker C:That was not my intention.
Speaker A:Kaylee, like most Americans, you have a savings account, right?
Speaker B:I do.
Speaker A:Do you have an ammo savings account?
Speaker B:I also do.
Speaker A:And is that through Ammo Squared?
Speaker B:It is, and I've had it for over two years.
Speaker A:Ammo Squared is the only website where you can purchase ammo a little bit at a time and then get it shipped directly to your door.
Speaker B:Absolutely.
Speaker B:I have a little bit of money that goes in every month and then I can divide what percentage of that money is used for what calibers of ammo.
Speaker B:And then all of a sudden I hit a thousand rounds and it gets shipped to my door.
Speaker A:Well, what if I don't want one of the 70 calibers they have available?
Speaker B:You get to pick and choose and you can even adjust the mounts so that you can hit your target goals faster.
Speaker A:Well, what if I don't want that ammo anymore?
Speaker A:Can I switch it?
Speaker A:Can I get my money back?
Speaker B:Yes.
Speaker B:It's really easy.
Speaker B:And I always like to see the graph fill up at the end of every month.
Speaker A:So where do I go to get such an awesome service?
Speaker B:Go to Ammo squared dot com.
Speaker A:Get it.
Speaker A:Now start your ammo savings account@ Ammo squared.com.
Speaker A:So let's go ahead and get into rapid fire questions.
Speaker A:First thing we have is coffee black, sugar, cream, or just straight?
Speaker C:If the coffee sucks, definitely put some cream in it.
Speaker C:But you don't need.
Speaker C:I'm a, I'm a black coffee all day because I drink caliber.
Speaker C:So I think that you're diluting the flavor if you're putting stuff in it.
Speaker C:I mean, there's no need for it.
Speaker C:If you're, if you love strong, good coffee, drink it black.
Speaker C:Put some hair on your chest.
Speaker A:Yeah.
Speaker A:Full.
Speaker A:Send it.
Speaker C:Yeah.
Speaker C:What do you guys think?
Speaker A:I'm.
Speaker A:I'm black.
Speaker A:Black coffee.
Speaker A:Unless it's like cruddy gas station coffee.
Speaker A:Yeah, it's A little creamy sugar.
Speaker C:Although gas stations have stepped up their game.
Speaker A:They have some.
Speaker C:Some have some.
Speaker C:Yeah.
Speaker B:I'm all over the board.
Speaker B:It depends on my mood.
Speaker B:Feel that sometimes I like a dessert coffee.
Speaker B:And I will put like cream in, in a dessert coffee.
Speaker B:Feel that after a meal as like a little sweet treat.
Speaker C:And I think anything with ice should have cream in it.
Speaker C:Right?
Speaker B:Yeah.
Speaker C:Do we agree on that?
Speaker C:No, maybe not.
Speaker A:Yeah, I, I think so.
Speaker C:Okay.
Speaker A:I think it needs a little bit of cream just to help bring out the flavor a little bit more, smooth it down.
Speaker B:Yeah, but, but first thing in the morning, just straight coffee.
Speaker B:And don't talk to me until it's complete and we're all good.
Speaker C:That's a mom for you.
Speaker A:Yeah.
Speaker A:I mean, Kaylee has two modes of coffee that I've, I've picked up.
Speaker A:It's either like black coffee or milkshake.
Speaker C:No in between.
Speaker A:There's no in between.
Speaker C:Like, one little half and half's not.
Speaker B:Going to get it out.
Speaker B:But honestly, it's facts, like.
Speaker B:But I do, I do love a cappuccino.
Speaker B:And I don't know, I just don't order them very often unless it's like a good Italian restaurant.
Speaker B:And then definitely cappuccino.
Speaker A:I feel that, I feel that.
Speaker A:A little bit espresso.
Speaker A:A little espresso, extra shot.
Speaker C:Yeah, yeah, yeah.
Speaker B:Now I think the most important coffee debate that one can have is how are you brewing your coffee?
Speaker B:Because I'm a French press through and through.
Speaker A:I hit the little button.
Speaker A:Just bruise.
Speaker C:Well, we have cure.
Speaker C:We have K cups available for you, so that's easy, that's convenient.
Speaker C:Right.
Speaker C:And sometimes you need some convenience.
Speaker C:I personally like French press as well.
Speaker C:Got it.
Speaker C:Got to grind the beans coarse, though.
Speaker C:That's the way to do it.
Speaker B:I, I have a pour over system.
Speaker B:I love the taste of a pour over.
Speaker B:Like, it just, it's good, it's, it's mellow.
Speaker B:I like it.
Speaker B:We're good.
Speaker B:But the thing that has intrigued me recently is I have somehow found myself to the vacuum coffee pot side of Instagram.
Speaker C:Yep.
Speaker B:And I'm very much intrigued by that coffee system.
Speaker C:Yeah, I haven't tried it yet.
Speaker B:It's, it's one of those things where it's like, maybe it is better because they're, they're influencing me hard.
Speaker C:Hey, they're, they're attacking the algorithm.
Speaker B:Yes.
Speaker B:Now it's showing up in my Amazon, like suggested for you.
Speaker B:And I'm like, listen, you might have.
Speaker C:To give it a try.
Speaker C:I have three different ways The Internet has spoken.
Speaker B:I have three different ways to make coffee at my house now.
Speaker C:Like, at some point, never too many, Never too many.
Speaker C:I understand those kitchen appliances start to add up.
Speaker C:My wife gets on me about it.
Speaker C:It's like, hey, babe, just bought a juicer.
Speaker C:She's like, and where are we going to put that?
Speaker C:Like, you're going to use it once, and we're not going to use again.
Speaker C:Long story short, I used it a few times for that first month, and we've.
Speaker C:We've given it away already, so I understand that.
Speaker A:It's funny, we're talking about coffee, and I'm probably not the right person to ask because I do not drink coffee anymore.
Speaker A:I don't drink energy drinks either.
Speaker A:Doctor said no more.
Speaker A:After telling them I was.
Speaker A:Oh, yeah, I was doing, like, 6, 700 milligrams of caffeine a day.
Speaker A:So the I made it through shot show with no caffeine.
Speaker A:I don't know how I'm still alive.
Speaker C:I don't know why you never do that.
Speaker B:I'm gonna be so honest with you.
Speaker B:If my doctor told me no more caffeine, I would say I'm just gonna have to die.
Speaker B:It looks like we've come to the end of our life, so.
Speaker B:Well, I'm definitely great knowing you.
Speaker C:When we introduce our products, I'll.
Speaker C:I'll definitely be directing it towards you then that.
Speaker C:Thanks for the.
Speaker C:Thanks.
Speaker C:Thanks for the boost.
Speaker C:Thanks for that.
Speaker C:You know, this everyone, all the people you're influencing now are, you know, not interested.
Speaker A:Listen, drink all the caliber coffee.
Speaker A:All of it.
Speaker C:Reload energy.
Speaker A:Yes.
Speaker A:Reload energy, too.
Speaker B:I can't.
Speaker B:I cannot imagine giving up caffeine.
Speaker A:Oh, it's the hardest thing I've ever done.
Speaker B:Like, I.
Speaker B:First of all, no one.
Speaker B:And I do mean this in the most loving way, no one would want to be around me.
Speaker B:People don't really want to be around me generally, because, like, let's be honest, I'm a lot.
Speaker B:But absolutely not.
Speaker B:So with caffeine.
Speaker B:No caffeine.
Speaker A:I've given up caffeine completely because of what the doctor asked me to do.
Speaker A:And so we were doing goals.
Speaker A:Booth picks.
Speaker A:Goals is coming up in August, by the way.
Speaker A:August 9th and 10th in Knoxville, Tennessee.
Speaker A:Again, a shameless plug there.
Speaker A:Kaylee's like, here, have a.
Speaker A:Here's a drink.
Speaker A:Enhance me.
Speaker A:An energy drink.
Speaker A:And I'm like, I'm not gonna drink this.
Speaker A:And then I took a sip of it, and I called her later.
Speaker A:I'm like, I was up all night.
Speaker A:I Could not sleep.
Speaker B:I didn't know you were trying to be healthy.
Speaker A:I'm trying.
Speaker A:That's the key term.
Speaker A:They're trying.
Speaker C:Caffeine's not necessarily unhealthy.
Speaker A:No, it's not unhealthy.
Speaker C:Just some people need to avoid it.
Speaker C:Which we have decaf available for you.
Speaker A:So I could drink some decaf.
Speaker C:We'll get you some bags after this.
Speaker C:Yes, gotcha.
Speaker C:K cups too.
Speaker C:For convenience.
Speaker A:Yes, for convenience.
Speaker B:So I know we're, we've kind of devolved away from, from rapid fire questions, but this is, this is an important thing.
Speaker B:Are you a pick a lane and stay in it coffee flavor person or do you like to dabble?
Speaker C:No, yeah, no, I'm, I'm not a pick a lane and stay at anything in life.
Speaker C:Except for my wife, of course.
Speaker C:But no, I absolutely like to try different things, different ways of brewing different flavors.
Speaker C:Like my order at a coffee shop will never be the same just because I'm so intrigued by new flavors and everything.
Speaker C:And if it's the most bizarre flavor on the menu, I'm getting that.
Speaker C:Like I went to a shop and I'm a sucker for like orange cream flavor for some reason and I had orange cream coffee and everyone.
Speaker C:And everyone I was with is like, that sounds like disgusting.
Speaker C:And I was like, it kind of does, but I'm intrigued.
Speaker C:It wasn't the best, but I have to order it.
Speaker C:That's just how I am.
Speaker A:I am in the same boat anytime there's some weird flavor of something out there.
Speaker C:Gotta try.
Speaker A:I am.
Speaker A:Now I did say I gave up caffeine, but I am a so pop pop nerd.
Speaker A:So I get all the new flavors and there's been some recently that people have looked at me like, what are you?
Speaker A:Like coconut cream?
Speaker A:This?
Speaker A:Oh yeah, I'm getting that.
Speaker B:Oh no.
Speaker B:So I am totally a.
Speaker B:This is my tried and true ride or die.
Speaker B:Like I'm a. I'm a very sure footed person.
Speaker B:I like my Dr. Pepper.
Speaker A:Yes.
Speaker B:I like hazelnut coffee in the morning and occasionally I'll break the mold at Christmas and get like peppermint.
Speaker A:Okay, Dr. Pepper, if you're listening to this podcast, which I Hope somebody at Dr.
Speaker A:Please sponsor Kaylee, she needs a full Dr. Pepper sponsorship.
Speaker C:We've already talked about Keurig to.
Speaker C:Keurig actually owns Dr. Pepper.
Speaker C:Yeah, we've mentioned him twice without any.
Speaker A:Yeah.
Speaker A:So yeah, full, full, full sponsorship.
Speaker B:Then they could really just like sponsor my whole life.
Speaker C:Yeah, you can have my life Dr. Pepper curate.
Speaker B:Cause like, I mean, really outside of coffee, Dr. Pepper.
Speaker B:I do drink milk, which I know is somehow controversial on the Internet, but with sweets and then water.
Speaker C:Like, if you have a dessert, you have milk with it.
Speaker B:No.
Speaker B:Oh, like, just, like for breakfast.
Speaker A:Straight milk?
Speaker C:No cereal.
Speaker B:No.
Speaker B:Just sometimes for breakfast, just glass of milk.
Speaker B:Or at night with cookies.
Speaker C:Yeah, see, with the dessert, because, you know.
Speaker C:Yeah, but got to.
Speaker B:Yeah.
Speaker A:What is this breakfast?
Speaker B:Because you have to have, you have to have milk with the cookie.
Speaker B:I'm convinced.
Speaker C:Feel that.
Speaker A:That's, that's the only way you have milk with cookies.
Speaker A:Like, who just drink.
Speaker C:Wow.
Speaker A:Who just drinks straight.
Speaker C:Just straight milk is crazy.
Speaker C:Wow.
Speaker B:I, I don't know.
Speaker A:I mean, no, because I've, I've been with you at restaurants where you've ordered straight milk, and I've looked at order milk at restaurant.
Speaker C:That's crazy.
Speaker B:Okay.
Speaker A:We were at steak restaurant.
Speaker B:Absolutely not.
Speaker A:We were.
Speaker C:Did you ask for a side of.
Speaker A:Ketchup steak restaurant in Knoxville and you ordered milk actually in Gatlinburg.
Speaker B:No, I, I, I promise, as God is my witness, that did not happen.
Speaker B:Because the only places that I will order milk at a restaurant are, like, flapjacks, if it's like, breakfast time.
Speaker B:Because I, I think that orange juice with pancakes and syrup tastes weird.
Speaker B:I just.
Speaker C:So again, milk with sweets.
Speaker C:Right.
Speaker C:I can't do my theory.
Speaker C:My theory covers.
Speaker B:And then, like, Waffle House at 2am.
Speaker A:I will milk at 2am wow.
Speaker B:Why are you at waffles?
Speaker C:We are judging ours, but you've already.
Speaker B:Made poor Detroit choice.
Speaker A:You have to be at Waffle House, though.
Speaker C:That's one's the best.
Speaker A:I don't think Waffle House is open in the morning, even though they're open 24 hours.
Speaker A:I think if you walk into a Waffle House in the morning, you get looks like, what are you doing here?
Speaker A:The employee, the morning shift employees are like, what is going on?
Speaker B:There's not really any restaurants at where I live because I live in the middle of nowhere, and I like it that way.
Speaker B:There is a Waffle House, and it's, it's open.
Speaker B:Like, there's always cars in the parking lot, because when you've got three options, it's, it's solid.
Speaker B:But yeah, I mean, like, if you.
Speaker B:I granted, I know I just had a baby, but during, during pregnancy, there was many times that I woke up my husband and was like, we're going to the Wall House right now.
Speaker B:And yes, I ordered a glass of milk at Wah wah.
Speaker B:All right, we're getting this conversation.
Speaker A:This ends here.
Speaker A:We've Talked breakfast foods.
Speaker A:All right, can I go for the next question?
Speaker B:So what was your last impulse buy?
Speaker C:My last impulse buy.
Speaker C:So this is going to be a very uninteresting answer.
Speaker C:It's like, it's like asking a brick wall.
Speaker C:This question, if you ask anyone else would be good because I'm on like the strict, like Dave Ramsey, like, save every penny grind right now.
Speaker C:So, like an impulse buy would be like, literally for me would be like the extra box of cereal at the, at the grocery store.
Speaker C:Of course I went back to breakfast food.
Speaker C:Why did I get back into that topic?
Speaker C:But yeah, it's nothing interesting, to be honest with you.
Speaker C:Yeah, Yeah.
Speaker B:I envy you.
Speaker B:When it comes to like, just being consistent.
Speaker B:I, we get on the plan, we do really good, and then I, I fall off.
Speaker C:Yep.
Speaker B:I mean, I, I, I will admit, nine times out of ten, I'm the problem.
Speaker A:That's fine.
Speaker B:But it's also never for me buying something for me, but I will buy anything for my kids if I even feel like they need it.
Speaker C:Oh, so it's for your kids.
Speaker C:Okay, so that's, that's understandable.
Speaker C:Yeah, that's, it's so like, so like, if you see anything at the store and it's like, oh, my kid could use that, that's your impulse buy going to go for that.
Speaker B:Yeah, I mean, not anything but.
Speaker C:Yeah, I feel that.
Speaker B:I mean, it's really hard to like, especially like if it's right now my son's in the big Lightning McQueen car.
Speaker B:Is everything two and a half.
Speaker C:Two and a half.
Speaker C:Yep.
Speaker C:That's about it.
Speaker B:And so I will admit, like, for Valentine's Day, which I always thought, like, if you get them like a Valentine's Day outfit, like, it's really like, why are we doing that?
Speaker B:Why are we spending then lighting McQueen?
Speaker B:It said, you made my make my heart race.
Speaker B:And it was McQueen.
Speaker B:And it was like, I'm buying this.
Speaker B:And so it's like those like little things where it's like, does he need it?
Speaker B:Not really.
Speaker B:But is this going to make his day?
Speaker B:Yes.
Speaker B:And did I have that smile on.
Speaker C:Their face is so worth it.
Speaker C:I have three.
Speaker C:I have three under or five and under.
Speaker C:I have two boys.
Speaker C:Five, three.
Speaker C:And then I have a newborn girl.
Speaker C:So I can relate to you as being a boy and girl mom or boy and girl dad.
Speaker C:Yeah.
Speaker C:So, yeah, I mean, it's make seeing them smile, it's like the best thing in the world.
Speaker C:And as we're talking about consumer good items, it's like anytime you can get the kids like you get.
Speaker C:You have the parents, you know what I'm saying?
Speaker C:Like, that's the best thing in the world to do.
Speaker C:So we have to think of some kind of consumer good food that just gonna be like, kid friendly.
Speaker C:And I think we're gonna be taking off.
Speaker B:Yeah, I'm gonna pitch something then.
Speaker B:All right, kids coffee.
Speaker C:Kids coffee.
Speaker C:Let's hear it.
Speaker B:Make a coffee that, like, works in the Keurig the same way, but like, like decaf, but tastes like, good and has, like, vitamins and minerals and like, things that the kid needs in their diet.
Speaker B:Because at least my kiddo is in the copycat phase.
Speaker B:And so whatever you have, they have or they want because, like, they're just so and so, like.
Speaker C:So he's got the mug next to you.
Speaker B:Yeah, yeah.
Speaker B:And it's a.
Speaker B:It's a nice Tennessee mug, you know, repping the balls.
Speaker B:But like, I just.
Speaker B:If you had like, a way to make it like, super nutrient dense and like, you know, because you're always as concerned as a parent.
Speaker B:Like, are they getting everything that they need?
Speaker B:Like kids coffee?
Speaker C:Yeah, you know, like those.
Speaker C:Those little juice boxes with the characters on top.
Speaker C:Every time I go in a gas station with one of my boys, it's like, oh, can I have one of those?
Speaker C:And it's like, they're like $5 a piece.
Speaker C:And you're like, yeah, I guess, because I'll make you happy.
Speaker C:And they get a toy after.
Speaker C:So.
Speaker C:But yeah, those are all like.
Speaker C:Apparently they're really good for the kids.
Speaker C:So they got the parents there and they're in like every gas station in America, so they're doing something right.
Speaker B:Yeah, it's way different from in the 90s when it was like, here's your bug juice and Kool Aid.
Speaker C:Oh, 100.
Speaker C:But those are the best, though.
Speaker C:Baby bottle pops.
Speaker A:The little Huggies, Little huggy juice boxes.
Speaker B:That tasted just like straight chemicals.
Speaker A:Yeah, yeah.
Speaker A:Same with Kool Aid Jammers.
Speaker A:Just.
Speaker B:And now we're all of the crunchy parents.
Speaker C:Yeah.
Speaker B:All of the parents that grew up with the colored ketchup because that needed to be dyed.
Speaker B:Yeah, why not?
Speaker B:Or do you remember the like, blue and purple, like butter.
Speaker A:Yes.
Speaker C:Yes.
Speaker B:Yeah.
Speaker A:Everything needed to be colors in the 90s.
Speaker B:Yeah.
Speaker B:And now we're like, listen, we're going to be clean and organic.
Speaker C:We got to clean up for all of our parents mistakes.
Speaker A:See, you guys are good.
Speaker A:I.
Speaker A:My last impulse buy was this morning, so I can't this morning.
Speaker A:2025 Top Series Chrome 1 decided to pick up some more baseball cards because that's a new hobby.
Speaker C:Love it.
Speaker A:I just got weird.
Speaker A:Ho.
Speaker A:I just pick up hobbies.
Speaker A:Yeah, My wife makes fun of me.
Speaker C:Every time I start.
Speaker C:Do you have it on open?
Speaker A:No, I open them all.
Speaker C:Oh, come on, man, you gotta wait for me.
Speaker C:It's like something about people opening cars.
Speaker C:It's like so fast.
Speaker A:Oh, it's so.
Speaker C:I don't even know why.
Speaker A:So it's so.
Speaker A:So I bought some like a couple months ago just because a.
Speaker A:A friend of ours, Clover, started a card channel.
Speaker A:And I was like.
Speaker A:I'm like, man, kind of want to get back into this.
Speaker A:Let me just get a pack.
Speaker A:And now I'm addicted because it's just.
Speaker C:The hunt, the joy when someone has like some rare car, like a hologram or something.
Speaker C:And like you, they see the hologram, they're like, oh, my goodness, what is this?
Speaker C:Like you feel that joy with it.
Speaker A:It got so.
Speaker A:So I started doing it by myself and I'm like, okay, well, now my wife's into it and this is our new hobby together as we open baseball card packs together.
Speaker A:And she gets excited.
Speaker A:She's like, oh, I got Ellie and I got this person.
Speaker A:I got this person.
Speaker A:I'm like, oh, yes, we're excited.
Speaker C:That's cool.
Speaker A:But that.
Speaker A:And I almost impulse bought a Langdon Tactical this morning too.
Speaker A:I was very good.
Speaker C:Do you have kids?
Speaker A:No.
Speaker C:Okay, okay.
Speaker C:My answer would be probably a lot different before kids and then this.
Speaker C:You know, it's really expensive right now in this economy, if you guys don't know.
Speaker C:And it's like when you got those little tots, it's like you gotta.
Speaker C:Yeah, you gotta be able to provide.
Speaker C:And so impulse buys for me.
Speaker C:I guess you brought up a good point.
Speaker C:They probably turn into impulse buys for my kids now.
Speaker B:Yeah.
Speaker B:Well, that's why I do think that, like, it's important as parents that you do take the time to buy things that are nice for yourself, like Caliber Coffee.
Speaker B:You know, Folgers does work, but there's so much better out there.
Speaker C:Right?
Speaker B:And like, you need a little bit of joy yourself.
Speaker C:No, it's every once in a while.
Speaker C:It's a really good point.
Speaker C:I mean, and just like, I don't know how many people out here know, but Caliber Coffee is actually.
Speaker C:And all the consumer goods.
Speaker C:So we're under Tactical Eats now.
Speaker C:It's all owned by the same ownership as Palmetto State Armory, JGE Capital.
Speaker C:And the owners are.
Speaker C:It's the same message.
Speaker C:We want top tier premium products at a valued Price so that Americans can, you know, enjoy luxury and they can enjoy, you know, they can put spend their money on something that they know where the money's going.
Speaker C:It's privately owned, privately funded.
Speaker C:It's not going to shareholders, you know, it's not going to people they, you know, candidly don't agree with and are doing crazy things for this country.
Speaker C:It's going to people who love this country and all the purchases through any consumer good items that we have.
Speaker C:All that money goes right back into manufacturing guns and ammunition.
Speaker C:It goes into fighting amicus briefs like the guys at PSA do.
Speaker C:So you're supporting a good cause.
Speaker C:When you buy our coffee, it might be a little more expensive than, you know, Folgers, which we try to keep everything pretty market value, but it's worth it.
Speaker C:And not only that, but you're getting such, you know, such a better product.
Speaker C:You're getting specialty grade coffee.
Speaker C:Specialty grade coffee is pretty rare in this country.
Speaker C:Look it up.
Speaker C:I don't have enough time on this podcast to even talk about it, but there's very limited consumer goods coffee brands that, that are distributing and you know, in, in the market space that offer a specialty grade coffee.
Speaker C:So our owners, owners spared no expense in our, in our sourcing of the beans and our roasting.
Speaker C:We, we buy top notch and we don't mark it up that much.
Speaker C:The margins for us aren't, you know, they're not crazy like these other companies.
Speaker C:I don't even know how half these companies justify their margins.
Speaker C:It's crazy to me.
Speaker B:Yeah, well, I think you, you really landed on a super important topic and that is in our society where everything is super polarized, where everyone feels like corporations have kind of lost their pro American, pro family, pro our founding, just any semblance of reality and normality, it's really driven a lot of people to consider their second vote.
Speaker B:You know, where am I voting with my dollar?
Speaker B:What is happening when this money leaves my account?
Speaker B:Like, sure, it's super easy to go on Amazon and order whatever you want.
Speaker B:And yeah, it's super easy to buy everything from, you know, other brands.
Speaker B:But the more that you become invested, whether that's being invested in the nutrition, the quality, the economics of it, whatever it is, you still want where your money is going to, to, to matter to you.
Speaker C:Yeah.
Speaker B:And so it's been really interesting to kind of see this parallel economy happening where I think we really have some of the best products that are being manufactured, but they're doing it in a way that makes you proud to spend your money with the company.
Speaker C:Exactly.
Speaker B:And that second vote is so important because outside of voting with your dollar, the pretty much the only other way you can vote is with your feet and moving into places that support your values.
Speaker B:Which I think is another great way of, you know, where you guys have decided to do business.
Speaker B:You know, being at a very pro gun state matters to you guys and, and I think that's helping kind of fuel where you've put your money, where.
Speaker C:Your mouth is 100%.
Speaker C:Yeah.
Speaker C:I love the way you put the second voting, voting with your dollar.
Speaker C:And yeah, we're in South Carolina for those of you that don't know West Columbia, South Carolina.
Speaker C:But yeah, that's why part of one of our mottos here is freedom in every cup.
Speaker C:So we've got it on our new cups here.
Speaker C:What camera I should look at?
Speaker C:But freedom in every cup, it's not just a message.
Speaker C:It's literally what we do.
Speaker C:Like I said, the coffee sales go right towards, right back into manufacturing guns and ammunition.
Speaker C:And we've given away coffee, a lot of coffee too, through our Joe to Joe program.
Speaker C:So Joe 2A Joe, it's a portion of our proceeds goes right back to donating coffee to active duty vets and first responders.
Speaker C:So like almost every fire department, local police department in Colombia has our coffee.
Speaker C:Fort Jackson, we donated pallets of coffee to it.
Speaker C:So we, we gave about 3 to 4 tons in the first year of existence and we're just trying to ramp that up.
Speaker C:So we're looking for more partners to donate coffee to.
Speaker C:So if you're interested and reach out.
Speaker B:For sure, that's awesome.
Speaker A:Y So I think that we've.
Speaker A:We've got pretty much into the rapid fire.
Speaker A:Let's go ahead and dive into tactical eats.
Speaker A:You guys have seen dropped a couple new tease some stuff at shot show you've got the coffee.
Speaker A:Now you're going to the energy drinks, the.
Speaker A:The beef jerky and stuff.
Speaker A:Why don't you go ahead and talk about that a little bit?
Speaker C:Yeah.
Speaker C:So I have, I've had the privilege of, you know, being able to be creative with the different products we.
Speaker C:We can offer.
Speaker C:Started with coffee.
Speaker C:The guys, the guys brought me in to start the coffee brand.
Speaker C:It's actually kind of a story how they, how they brought me in.
Speaker C:I was actually working in sports partnerships for the first portion of my career and I had a couple good jobs.
Speaker C:I just got a dream job in Atlanta.
Speaker C:I was going to be working for the Globetrotters and then Hersh and family Entertainment So they do amusement parks and aquariums and stuff across the country.
Speaker C:Anyway, really, really excited about that job.
Speaker C: And that was in March: Speaker C:The world shut down, right?
Speaker C:And kind of left me, you know, where am I gonna go from here?
Speaker C:So, you know, I was at a spot in my life where I didn't know what I wanted to do and just praying about it, you know, asking God what, you know, where.
Speaker C:Where my life should go.
Speaker C:And for some reason, the idea in my head was a hot sauce.
Speaker C:So I started making hot sauces, and my family really like it.
Speaker C:My friends really liked it.
Speaker C:They said, you know, you should sell it.
Speaker C:So I created this whole brand out of, you know, from scratch.
Speaker C:And the.
Speaker C:The guys, the ownership, caught wind of it and said, hey, we're managing coffee company.
Speaker C:Do you like coffee?
Speaker C:I was like, yeah, love coffee.
Speaker C:And you're a brand guy.
Speaker C:You have brand experience and you know how to accelerate them.
Speaker C:And you made this product from scratch, no capital, in very little time.
Speaker C:So let's see what you can do.
Speaker C:And so we started the coffee company.
Speaker C:I started with them, and it was kind of a goal of mine or a dream of mine to kind of expand our product line too.
Speaker C:And the coffee has been our bread and butter.
Speaker C:It's taken off where we just got into Food lion, which is awesome.
Speaker C:We're distributing some Ace hardwares.
Speaker C:We're in hundreds of independent retailers as well.
Speaker C:So we're doing well with the coffee.
Speaker C:And so the ownership, we had a meeting, and they're like, well, let's start other products.
Speaker C:So I've been working a lot with the JJ Capital branding team and coming up with different brands and coming up with different formulas for the energy drinks.
Speaker C:We came out with beef jerky.
Speaker C:So Bull Barrel beef jerky is sold exclusively PSA online and in stores as well.
Speaker C:So we have five different products with Bull Barrel, we have a couple meat sticks, and then three different flavors of jerky.
Speaker C:Energy drinks is something that's.
Speaker C:That I'm really excited about.
Speaker C:We've got some cans here to show you.
Speaker C:Reload Energy.
Speaker C:So we're kind of.
Speaker C:We're kind of going back to that 90s theme that we were talking about and trying to get, like, those nostalgic flavors.
Speaker C:So this one's orange punch.
Speaker C:I don't want to get too into where that inspiration came from on the.
Speaker C:On the podcast, just for copyright reasons, but you could imagine what was a popular orange punch back in the 90s.
Speaker C:It tastes a lot like that.
Speaker C:Cherry ice is our take on a slushy.
Speaker C:A famous slushy from there.
Speaker C:And then blue gummy shark.
Speaker C:I mean, who doesn't love the little blue gummy sharks, the blue raspberry and vanilla.
Speaker C:And that flavor is very unique.
Speaker C:It's very, very good.
Speaker C:Reload energy is something we're, we're proud of.
Speaker C:Also talking about the crunchy parents, zero sugar.
Speaker C:We've got all good ingredients in there, really good vitamins.
Speaker C:So we kind of delivered there where we should.
Speaker C:I would probably recommend not giving your kids reload energy too, too quick.
Speaker C:But as soon as they, you know, hit the age where they can handle the caffeine, it's going to be really good.
Speaker C:And you can kind of share for.
Speaker B:The parents to be like, listen, like, I'm conscious about my vitamins to take yours.
Speaker C:Yeah.
Speaker B:And when you're older, when you're older,.
Speaker C:I want to show you the type of flavors that, you know, we had in the 90s and that you guys can enjoy with us now.
Speaker C:So it's a definitely our take on, you know, nostalgic flavors.
Speaker C:And I think the theme is really cool with, with Reload.
Speaker C:Like it's kind of like our homage to the gun community.
Speaker C:Obviously the name Reload, but it's more like the arcade games, like when your energy bar is getting low and like you, you, you know, your, your character eats that fruit like her teenage Ninja turtles, like they eat the pizza and their energy bars back up.
Speaker C:It's kind of like that.
Speaker C:It's like health, our health bar take.
Speaker C:So we're trying to hit the, just kind of hit the 90s vibes with it.
Speaker B:Yeah, that's super exciting because everything that you are saying is all things that I regularly buy and consume.
Speaker B:And so it's, it's nice when you again going back to that second vote when you know that you can trust a brand and then they come out with more product offerings even if it doesn't necessarily look like that same product that you fell in love with them originally, like you can't wait to try it.
Speaker C:And, and I'm confident that's going to deliver like you're, you're going to keep buying it because it's really high quality stuff and yeah, it's just really good.
Speaker C:And we also, this is down the line a little bit.
Speaker C:I don't have anything to show.
Speaker C:I tease it a little bit at shot show, but we're going to have a sauce line as well.
Speaker C:So going back to my kind of kind of core where the things where it all started in during this Covid year or that Covid year, I'm going to do hot sauces to do other types of sauces as well.
Speaker C:So I'll keep that one kind of tighter to the chest since we don't really have anything to show you.
Speaker A:But are you looking for a quality pistol at affordable price?
Speaker A:Check out Dira Arms.
Speaker A:Me Personally, I own two different models from Dira arms.
Speaker A:The DY9 and the Malik.
Speaker A:Both high quality guns coming out of one of the largest manufacturers out of Turkey who has just moved their facility here to the US making USA made guns that are high quality and ready for any situation.
Speaker A:Their DY9 is one of the best shooting guns I've shot in a long time and their melek copies the Beretta 92 pattern of guns.
Speaker A:Check them out at deraarms.com or check them out at Goals in Knoxville August 9th and 10th.
Speaker A:So we are at about the halfway point which brings us to our next segment which is from the Soapbox.
Speaker A:This is where Kaylee gets spicy or our guests, we like spicy.
Speaker A:But for the topic for this one, oh, let's talk about what your business and we've kind of touched on a little bit.
Speaker A:But what does caliber coffee and tactical eats play into the role you guys play in fighting for our gun rights?
Speaker C:Yeah, so as I mentioned, like we're, we're, are we, we help fund those amicus briefs that PSAs part of.
Speaker C:So it's, it's extremely important to us.
Speaker C:I mean the guns are in the packaging, right?
Speaker C:Like it's, like it's, it's, we, we and we're going to keep them there because that's what it's all about.
Speaker C:It's about fueling Americans with the freedoms that they enjoy.
Speaker C:And we're not again, we're not just throwing out blank statements like a lot of companies like to do.
Speaker C:We're actually, you know, putting, putting our resources, our time, our efforts, our all behind it.
Speaker C:And it's great, it's, it's convenient for us because you know, those guys at PSA are already doing such a good job like Cameron at PSA that you guys interviewed Jamin.
Speaker C:Those guys are doing such a good job at, you know, fighting for our rights and upholding those.
Speaker C:And they've, they've partnered with the right people too.
Speaker C:There's, there's somebody out in California or Colorado that's fighting hard that they've, you know, done some stuff with.
Speaker C:So we just, we're piggybacking off of that like where, you know, the sales are going towards that.
Speaker C:Everything that we do is centered around that.
Speaker B:And what's amazing about the boldness of every brand kind of under that J.J.E.
Speaker B:Capital is you're unapologetically pro America.
Speaker B:You're unapologetically pro Second Amendment.
Speaker B:And so often, everyone wants to make everyone happy.
Speaker B:And the reality is, if you want to make everyone happy, you're gonna make no one happy.
Speaker C:Yep.
Speaker B:And so what I love is you guys have never lost your core mission, you've never lost your core beliefs, and you've never been afraid of a fight, which is exactly what you want as someone who is kind of participating in your brand and repping your brand.
Speaker B:Because I don't know about the vast majority of our audience, but I know that this will ring true for a lot of people, is you most likely have chosen something from under JJE to protect your family.
Speaker C:Right.
Speaker B:You've chosen to trust them to, you know, defend yourself, and now you can choose them to nourish your family in another way.
Speaker B:And it's kind of completing the whole person in a really interesting sense.
Speaker B:Not that you're not allowed to purchase anything from anyone else, but there's a certain amount of familiar familiarity there.
Speaker B:If I could speak English, that'd be great.
Speaker B:That lets people kind of have.
Speaker B:Like that, okay, I can do this.
Speaker B:Like.
Speaker B:Cause I feel like sometimes with the influencer market and just everything in society, you're just constantly being bombarded with sales messaging.
Speaker C:Very well said.
Speaker B:And so when you know you can trust a brand and then you know that you can trust all their ancillary brands, all of a sudden, you feel a huge boost of confidence as a consumer.
Speaker C:Very well said.
Speaker C:And I want to piggyback off of that.
Speaker C:So, yeah, like you said, you chose to defend your family with.
Speaker C:With a firearm.
Speaker C:Look, it's very.
Speaker C:To be candid, if I may, it's very hard to get into the.
Speaker C:The grocery space or, you know, when you're.
Speaker C:When you're dealing with consumer goods items, it's like you want to please the buyers, you want to please the consumers.
Speaker C:You know, you want to please everybody, and you want the brand not to be too pushy, you know, because then you might.
Speaker C:You know, the stores might not take you on.
Speaker C:Well, if a store's not going to take us on because of who we are, then we don't want to do business with the store in the first place.
Speaker C:Right.
Speaker C:Like, we.
Speaker C:We are who we are to our core.
Speaker C:I love what you said about jje.
Speaker C:We love this country.
Speaker C:We're Unapologetic about it.
Speaker C:We, we care about your rights, we care about consumers rights.
Speaker C:And why would you not want to support somebody that cares about your rights?
Speaker C:I mean rather than you see all these other brands.
Speaker C:Very like even, even in the same space, you see these brands that flip flop, they try to, you know, they try to play both sides.
Speaker C:And like you said, we don't do that.
Speaker C:Not, not.
Speaker C:J. J. E. Not at, not, not, not at our company.
Speaker A:Well, I mean here, here's the big thing.
Speaker A:And you look at the, the way we act as human beings right now, our society, it's very.
Speaker A:What is the most convenient thing for us?
Speaker A:Right?
Speaker A:And so we, we go for convenience.
Speaker A:We go for that Starbucks.
Speaker A:We go for that thing and we're.
Speaker A:Because we want to be convenient.
Speaker A:We want to get that coffee quick.
Speaker A:We want to be a, you know, Kelly, brought up with your second vote.
Speaker A:Go out and go purchase stuff.
Speaker A:You know, take the time instead of buying that $8 latte from Starbucks who clearly has made their voice known that they are not pro gun or from, buy your energy drink from the Coca Cola family of brands who also are not very pro gun.
Speaker A:You know, go out and take the time, purchase the stuff or make the Caliber coffee at home and make your stuff and do it.
Speaker A:Or Caliber Coffee just needs to open some stores around the country if Jam.
Speaker A:Jam.
Speaker A:If you're listening to this, there's your idea, buddy.
Speaker A:But no, it's, it is, it's that instead of going for convenience, you really need to start thinking hard and fast about.
Speaker C:Yeah.
Speaker A:What brand you support.
Speaker C:Yeah.
Speaker B:Well, the other thing is, you know, whether it's the reloaded energy or it's Caliber Coffee, you guys don't shy away from your origins.
Speaker B:You're very upfront and outspoken about what you believe.
Speaker B:And I think what has frustrated consumers for so long is it's been done in secret.
Speaker B:You don't know what the brands are supporting.
Speaker B:You really have to look until it's an election year and, and some politician calls out the other side for being supported by X, Y, Z.
Speaker B:And you can be like, oh, I never knew that.
Speaker B:And so because it's not listed on their website, it's not, it's not vocal, it's not forward for them.
Speaker B:And so as a consumer, it's hard when you're, when you're looking at your second vote and you're like, well, I want to do the most good with, with my money.
Speaker B:I want to have quality products.
Speaker B:I want my needs to be met.
Speaker B:But I also don't want My rights or things that I, I ventimately disagree with, profited off of my lack of knowledge.
Speaker B:And so I commend you guys for the fact that you haven't shied away because it would have been probably very easy and arguably probably more profitable.
Speaker B:Sure to hide the ball.
Speaker B:But that's one of the things that is fantastic about the people who support the second amendment is once you find that group of people, you can't kind of shut up talking about how much you really love this country, how much you love our constitutional rights and how much you want to protect them and how valuable your family is.
Speaker B:And if we can agree on that, then we rally behind the companies that are being bold and brave in a society that does not thank you for doing so.
Speaker C:And to be 100% clear, like every company has their own prerogative and some things work for a lot of companies.
Speaker C:And you know, like some of the companies you, you mentioned, they're obviously extremely profitable and they do, they, you know, they do things really, really well and that's no slight to them.
Speaker C:But by us, you know, kind of taking a different approach.
Speaker C:It's just like you said, I mean like we just can't, we can't have the consumer thinking that we flip flop.
Speaker C:Like we, it's, it's got to be like this is who we are, this is our identity and we're for you, we're for this country.
Speaker C:And, and it's just I, I feel, you know, I'm in it, so I don't know, but I feel like that's got to be refreshing for a consumer, right?
Speaker A:No, it's 100 refreshing.
Speaker A:And this, this speaks volumes because over the weekend we were at an event and you know, there's, we're in the middle of nowhere, so there's nothing much around except there was a Starbucks and then we had people in the industry who are like, well, I needed to get coffee to be up in the morning and hiding their cups because they don't want to be judged and they won't because that was convenient.
Speaker A:You know, if there was, if somebody had coffee at the event.
Speaker A:I'm just saying.
Speaker A:But no, it is, it is true that you, you just, you, it's hard to deep dive into these things because you, it's time consuming and for a brand like PSA and Tactical Eats and all that to be so forward and, and out there saying this is what we believe in, it's just a breath of fresh air.
Speaker C:Yeah.
Speaker B:So on the convenience side, because I know we're probably Going to get this comment.
Speaker A:Yeah.
Speaker B:Can you sign up for a subscription for your coffee?
Speaker C:Yeah, absolutely.
Speaker C:Yeah.
Speaker C:You sign up for a subscription and it'll hit your door, you know, every single month.
Speaker B:Continue over to the energy drink side.
Speaker C:We'll see on the energy drinks.
Speaker C:Yeah, there's a discussion about distribution on energy.
Speaker C:We'll see if we have direct to consumer outlets or if we're going to go all, you know, to this, to the retailers and you can buy it at retailers.
Speaker C:But we'll kind of see on the energy drinks, the Caliber coffee subscription program has blown up.
Speaker C:Like, people love the convenience of it.
Speaker C:They, they know who we are.
Speaker C:I think a lot of it has to do with just people trying our coffee and they're like, oh my gosh, like, I'm a coffee snob now.
Speaker C:Like, I never thought I'd be a coffee snob.
Speaker C:And so people are, are subscribing at a very high rate recently.
Speaker C:We've actually tripled our subscriptions online.
Speaker C:We're doing very well in that aspect because people like the convenience.
Speaker C:People like that, it just shows up to their door and you can go onto the portal and adjust your coffee if you're like, oh, I'm running out of a bag, you know, too fast.
Speaker C:You can order three bags a month.
Speaker C:You can cancel at any time.
Speaker C:It's extremely convenient to use your word.
Speaker C:And it's been great.
Speaker C:And again, I think it has to do with people are just really, really enjoying the coffee when they try it.
Speaker A:I mean, you two are focusing on energy drinks and coffee.
Speaker A:I just want beef jerky to show up.
Speaker A:I want all the beef jerky.
Speaker A:Just hey, subscription beef jerky to my.
Speaker C:Dog, Palmetto State Armory in stores.
Speaker C:That's how you're going to get your jerky right now.
Speaker A:Based jerky.
Speaker A:Just send.
Speaker A:I want, I want jerky to just keep coming to my door.
Speaker C:I don't hate it.
Speaker C:Just be on the lookout.
Speaker C:Yeah, yeah.
Speaker A:Like, like specialty flavored jerkies.
Speaker A:Oh, yeah.
Speaker C:Be on, look at.
Speaker C:And if you're a store owner or if you know anyone that owns a store, reach out to us.
Speaker C:We're going to have a website.
Speaker C:It should be live now, actually.
Speaker C:Tactical eats dot com.
Speaker C:Fill out a form and we will get these products into your stores.
Speaker C:Support us that way.
Speaker C:It's the best thing you can possibly do.
Speaker C:And our margins are really, really good.
Speaker C:Good.
Speaker C:So like we'll.
Speaker C:You'll be able to make some money on it.
Speaker A:Yeah.
Speaker A:Everybody needs some beef jerky after shooting.
Speaker A:You need to replenish your energy.
Speaker C:Yep.
Speaker A:And Then some coffee.
Speaker B:You need it in your go bag, too.
Speaker A:In your go bag and your diaper.
Speaker B:Bag and all the bags.
Speaker B:And every bag should come standard with, like, at least one.
Speaker B:One bag.
Speaker C:Trips.
Speaker A:Road trip.
Speaker A:I was just gonna say road trip snacks because we had.
Speaker A:We had Gideon Optics on, and this has been an argument ever since.
Speaker A:So I'm going to ask you this question because this is funny.
Speaker A:Beef jerky is my number one road trip snack.
Speaker A:Is a rotisserie chicken a road trip snack?
Speaker A:Jordan, you're wrong if you're watching this.
Speaker C:All right, all right.
Speaker C:I got.
Speaker C:I got.
Speaker C:I got strong opinions.
Speaker C:That might be the worst possible food to take on a road trip, because how are you going to.
Speaker C:How are you going to eat it while you're driving?
Speaker B:I am so confused.
Speaker B:So a picnic, maybe it could be a stretch, but, like, what are you supposed to do with, like, this carcass after your date?
Speaker C:You have to, like, tear it apart.
Speaker A:There's so many questions.
Speaker A:So, Jordan, from getting up, good friend, he said we were talking about road trip snacks.
Speaker A:He goes, oh, yeah, I get a rotisserie chicken for the road, and I sit in the seat and just pick at it while I'm driving.
Speaker A:Like, that is the worst road trip.
Speaker C:Snack is steering wheels all greasy.
Speaker B:Yeah, absolutely not.
Speaker A:The grease, the everything.
Speaker A:So, Jordan, you're wrong, but we still love you.
Speaker C:That's, like, the only food that you can buy from a grocery store that you, like, actively have to harvest.
Speaker A:Yes.
Speaker C:Like, why would you do.
Speaker C:Why would you bring that into the car while driving?
Speaker A:You're, like, picking apart a rotisserie chicken.
Speaker B:It's not the worst.
Speaker A:What is that?
Speaker C:Something worse.
Speaker B:I can think of.
Speaker C:Think of something worse.
Speaker B:The worst is anything fish, because those.
Speaker B:The smell is going to linger.
Speaker A:I would, like, think of that.
Speaker A:That's not something you can buy at a gas station.
Speaker A:You can get a rotisserie chicken.
Speaker B:I'm sorry.
Speaker B:Gas station sushi is a thing, and it is, like, awful.
Speaker A:Oh, yeah.
Speaker B:And no one should ever eat it.
Speaker B:And, like, but they.
Speaker B:It's there.
Speaker B:It's an option.
Speaker C:Gas station sushi is not.
Speaker B:I just don't think it should be something that people actually purchase, but for some reason, it's stocked.
Speaker C:Unless they love America and want to defend your rights, then just buy it.
Speaker A:Yeah, okay.
Speaker C:No, we're all about quality, too, though.
Speaker C:I mean, everything that we do, it's not just.
Speaker C:Just thrown out there.
Speaker C:Everyone's doing it.
Speaker C:It's.
Speaker C:It's quality stuff.
Speaker C:So.
Speaker B:So I feel like since we brought up red trip snacks, And.
Speaker B:And beef jerky.
Speaker A:Yes.
Speaker B:What flavor?
Speaker B:Because that will start wars.
Speaker C:Okay, so, so we have.
Speaker C:We have three flavors of beef jerky right now.
Speaker C:We have just original cracked black pepper and then a sweet kick in.
Speaker C:So it's like your take on sweet hot teriyaki.
Speaker A:Teriyaki beef jerky.
Speaker C:So you're saying we have to come out with teriyaki.
Speaker A:I also saw Korean barbecue beef jerky the other day.
Speaker B:Oh.
Speaker A:And I almost picked that up, but I was like, teriyaki.
Speaker A:I feel like that was a little too spicy for the.
Speaker B:Yeah.
Speaker C:Korean barbecue.
Speaker A:Korean barbecue.
Speaker C:No, probably not too spicy.
Speaker B:I. Oh, yeah.
Speaker B:Yeah.
Speaker B:Korean barbecue sounds amazing.
Speaker B:I've never seen it.
Speaker B:Would definitely buy it.
Speaker A:There's a stop on the way home that you can get it at.
Speaker C:I know exactly what you're talking about.
Speaker C:So is the.
Speaker C:Is the mascot a beaver?
Speaker A:Yes.
Speaker C:Okay.
Speaker A:Yeah.
Speaker C:100% Bucky.
Speaker C:Shout out Bucky's.
Speaker C:Take us in your stores.
Speaker C:We would love.
Speaker A:Yes.
Speaker A:Bucky's.
Speaker A:Get all this.
Speaker B:Yeah, well, they're a Texas company.
Speaker B:They should like, it's pro freedom.
Speaker B:Like this should be their demographic.
Speaker C:That's what I'm saying.
Speaker B:But no, I.
Speaker B:My all time favorite beef jerky flavor is when they have like the.
Speaker B:The cherry wood smoked flavor.
Speaker C:That's.
Speaker A:That's some of that too.
Speaker B:That's usually like, if I have like a wall of beef jerky to select.
Speaker C:These are all noted.
Speaker C:I get.
Speaker C:I get requests all the time.
Speaker C:Obviously.
Speaker C:Like, we're just starting, so we have to come out with our limited.
Speaker C:You know, we have to flavors and then we'll expand the product line.
Speaker B:But let's be honest.
Speaker C:Cherry woods.
Speaker C:Cherry was an option.
Speaker C:Teriyaki is, I feel like a must.
Speaker C:So we'll.
Speaker C:We'll get.
Speaker A:Teraki is always a must.
Speaker C:We'll get.
Speaker B:There's like I. I want to do like some taste test videos.
Speaker B:I feel like our opinion.
Speaker A:I was hoping that he would just open the bag.
Speaker C:I will leave all this stuff here.
Speaker C:You guys just, you know, give me all the content.
Speaker C:Okay.
Speaker B:Give me.
Speaker C:Except he doesn't like caffeine.
Speaker C:So how are we gonna do that?
Speaker C:You're just gonna have to suffer.
Speaker B:Okay.
Speaker B:Volunteers tribute.
Speaker B:I will do all the way.
Speaker B:No worries.
Speaker B:So I. I feel like there's also.
Speaker A:One other flavor that he needs to add.
Speaker A:Oh, okay.
Speaker A:This is gonna sound weird, but zero sugar Beef jerky is a thing and it is amazing.
Speaker B:And it's carnivore compliant.
Speaker A:It's Carnivore compliant.
Speaker B:So yeah, for.
Speaker B:For all super keto too.
Speaker B:All of Us super crunchy people.
Speaker C:Yeah.
Speaker C:So.
Speaker C:So our two of our beef jerkies don't have sugar in it.
Speaker C:Just the sweet kicking dust.
Speaker C:Just.
Speaker C:Just like a couple grams, I think, if I remember correctly.
Speaker C:Yeah.
Speaker A:Zero sugar beef jerky.
Speaker B:Yes.
Speaker C:Where it's at because, like, you never think that beef jerky had sugar in it, but people just like, are like, we don't have sugar in the.
Speaker C:The energy drinks either.
Speaker C:It's not.
Speaker C:I mean, it's.
Speaker C:It's not really a lot of times a necessary ingredient.
Speaker C:Companies just do it because it's addicting.
Speaker B:Yeah.
Speaker C:And I mean, we're not trying to get people.
Speaker C:I mean, it would be great if you're products.
Speaker C:But I mean, we.
Speaker C:We want people to, you know, be healthy too.
Speaker C:Like, that's.
Speaker C:That's a big thing for us.
Speaker C:It's not like, we're not just loading our energy drinks with dyes.
Speaker C:There's no artificial colors.
Speaker C:Nothing.
Speaker C:None of that.
Speaker C:There's no.
Speaker C:It's not necessary to add sugar to beef jerky, in my opinion.
Speaker C:So we don't have any of that in there.
Speaker B:Yeah.
Speaker B:I feel like as someone who homesteads and I would.
Speaker B:I would not consider myself crunchy, but I would definitely consider myself scrunchie.
Speaker B:I have learned that people make things complicated that really are simple.
Speaker B:And there's no reason to have 900,000 ingredients when a few will do the trick.
Speaker B:Which is why, like, I really like when it.
Speaker B:I do actually really like, like the black peppercorn flavors and like, more simple things quite often.
Speaker C:Yeah.
Speaker B:That's why I like.
Speaker B:I like the cherry wood smoke.
Speaker B:It's because it's just like, it's very simple.
Speaker A:You said the words and all I can think of is, why use many words when few do tricks?
Speaker A:Like.
Speaker A:Yeah.
Speaker A:Why use many areas when few do trick?
Speaker C:Yeah.
Speaker B:Well, because sometimes it makes it worse.
Speaker C:Like, let's be honest, not to mention with.
Speaker C:With Kennedy coming on board the.
Speaker B:Yes.
Speaker C:That that stuff might all get balanced pretty soon.
Speaker C:Yeah.
Speaker C:We don't use any dyes in our product, so we're safe there.
Speaker A:So it's not gonna.
Speaker A:So if I dump those out, it's not gonna be like a bright neon color.
Speaker C:It's clear.
Speaker C:Yeah, it's clear.
Speaker A:Yeah.
Speaker A:Love it.
Speaker C:It's not gonna.
Speaker C:It's not gonna hit your 90s, you know, your 90s vibes, but it will flavor wise.
Speaker A:So that's like, listen, the can alone, I just want to have a can of that next to me while playing a square controller with two buttons on it.
Speaker C:Yeah.
Speaker C:Game boy.
Speaker B:So there's one thing that I want to touch on very briefly because there is a groundswell within the silent majority.
Speaker B:I mean, for years and years and years, we've heard, you know, well, the silent majority, the silent majority.
Speaker B:And it was like, well, where are you?
Speaker B:And I think this last election really showed people we're probably not very silent anymore.
Speaker B:And I think you're seeing that kind of reverberate through social media and just through society in general.
Speaker B:So as somebody who has put together a lot of brands and a lot of marketing, is it freeing to kind of be in this space again where you can be creative and, like, how has that process worked for you?
Speaker C:Yeah, it's a pretty perfect storm for us because we were going to be unapologetic regardless and just deal with the hate.
Speaker C:And I'm sure there's still going to be hate out there, right?
Speaker C:I mean, unfortunately there is, but it is extremely refreshing that, like, people, you know, you say solid majority.
Speaker C:Where that silence comes from is where you support and where you spend your money.
Speaker C:And, you know, we were, we were already experiencing it before the kind of.
Speaker C:Kind of the shift.
Speaker C:But it is nice as like a marketer that, like somebody, you know, or there's a, you know, group of people.
Speaker C:Probably the majority, actually.
Speaker C:Definitely the majority based on what I saw in November.
Speaker C:I don't know about you guys, it's very nice.
Speaker C:I mean, it's always nice to have people that agree with you, but, you know, for people to be outspoken about it, it's awesome.
Speaker C:And what I love about it is, like the pro America crowd.
Speaker C:It doesn't seem like there's much hate towards the other side.
Speaker C:It's like, it's whatever.
Speaker C:We love our country.
Speaker C:That's all that.
Speaker C:That's all that really matters.
Speaker C:You know, we're not really worried about what anyone else thinks, and that's kind of how we.
Speaker C:We market our brands as well.
Speaker C:It's like, we love our country.
Speaker C:Like.
Speaker C:Like, if you want to say something bad about that, then it's like, okay.
Speaker B:I am so excited to invite you to the Gun Owners Advocacy and Leadership Summit this year in Knoxville, Tennessee, August 9th and 10th.
Speaker B:This can't miss event is full of your top content creators, brands, two way advocates, and the best part about it is it is free with your GOA membership and your spouse and kids are included.
Speaker B:We have dedicated kids zones, amazing talks planned for you, and most importantly, exclusives that you won't want to miss.
Speaker B:We are so excited to be back in Knoxville for the second year in a Row.
Speaker B:It all kicks off Friday night with a exclusive dinner with John Lovell, followed by two complete days of the convention floor open to GOA members.
Speaker B:Upgrade your membership to a patriot and life member to receive exclusive benefits such as faster check in, exclusive seating at all sessions and some other perks that you won't want to miss.
Speaker B:And you can check it all [email protected] for forward slash goals.
Speaker B:Yeah, I think that kind of speaks to a slightly different point.
Speaker B:I know we're running low on time, so I'm going to make this fast.
Speaker B:But it seems to me that for everyone that's kind of on the freedom loving side.
Speaker B:We always talk about how we can build a better on ramp.
Speaker B:How can we get more people into the movement, how can we encourage people to count their blessings and to be, you know, excited to wake up every day in the land of opportunity and, you know, fight for your rights and train your family and, you know, value your life in many ways by saying, you know, I'm worth defending.
Speaker B:And that's, you know, a key part of our mission.
Speaker B:And it does seem like the other side just wants to see us destroyed.
Speaker B:And it's not like they're building a ramp.
Speaker B:And it's like, you know, come, come over here.
Speaker B:The water's fine.
Speaker B:It seems to be very much, you know, this is a constant outrage and we want to see you destroyed.
Speaker B:And it's like, whoa, like we're not.
Speaker C:Talking about same thing.
Speaker C:And you see a lot of times where that side gets flipped and then they're like, what was I ever thinking in the first place?
Speaker C:And I don't see that a lot with, you know, with, with Pro America, like, you don't love the country.
Speaker C:And then all of a sudden, like, yeah, you know, I kind of hate this place now.
Speaker C:It's kind of weird, but to that point, I mean, here's a perfect way you can do that.
Speaker C:You can show your support is you buy a, you know, you buy a product, right?
Speaker C:You buy A, you know, $14.99 is what we sell our coffee for.
Speaker C:You know, we have sales all the time, so, so you can buy a bag of coffee for $14.99, 15 bucks.
Speaker C:You buy an energy drink, a couple bucks.
Speaker C:You know, you buy a bag of beef jerky, five bucks.
Speaker C:Whatever it is you're supporting.
Speaker C:You're, you're, you're putting your money where your mouth is.
Speaker C:You know, it's with, with psa, you know, our sister company.
Speaker C:It's, it's a little more expensive to support Right.
Speaker C:Like you're not going to get a gun every week if you do, shout out to you, I want to go, you know, I want to go out with you to the range.
Speaker C:But you can, you can buy an energy drink every day.
Speaker C:Right.
Speaker C:You can buy coffee, you know, every week or once a month, whatever it is.
Speaker C:You can buy beef jerky every day.
Speaker C:So you can continue to support.
Speaker C:And, you know, I mean, we're not, if, if, you know, the, our products are, you know, out of your price range.
Speaker C:We get it.
Speaker C:We understand.
Speaker C:We're going to try to work hard to bring, you know, our products down to a value that everyone can afford.
Speaker C:But it's a small way of saying, you know what, I dig what those guys are doing.
Speaker C:I dig what that company is about.
Speaker C:I dig that that company loves this country.
Speaker C:Is, you know, they're, they're thrilled to be here.
Speaker C:They're, they think it's a privilege.
Speaker C:Right.
Speaker C:Our rights are.
Speaker C:Our rights were fought for.
Speaker C:Our rights were bled for.
Speaker C:People died for our rights.
Speaker C:Like, let's, let's appreciate them a little bit more.
Speaker C:And you can show that small token of appreciation by buying an energy drink, something you're going to buy anyway.
Speaker C:Buying a bag of coffee, you know, so I think that's.
Speaker C:It just makes people feel, feel good.
Speaker C:Like I can, I can support that, that mission.
Speaker C:Buy a bag of coffee.
Speaker C:I can buy this really cool tumbler that we're coming out with.
Speaker C:I can buy this new T shirt, you know, wear it proudly.
Speaker A:Just buy everything.
Speaker A:And on that note, we have to wrap up or we'll go for another hour.
Speaker A:Yeah, Brian, go ahead and shout out any socials where people can find you all, all that stuff.
Speaker C:Yeah, Instagram, Facebook, X.
Speaker C:Caliber coffee company, our ex is Caliber Coffee Underscore.
Speaker C:Find us on.
Speaker C:Follow us on Instagram.
Speaker C:That's where you're going to get all your breaking news coming soons.
Speaker C:Just all of our cool content that we're creating.
Speaker C:Yeah, but check out the new line.
Speaker C:We're going to have a shirt, I'm going to have a hat that looks a lot like this new coffee tumblers.
Speaker C:These things are awesome, by the way.
Speaker C:And I want to give a shout out to our Irish cream coffee that we just came out with.
Speaker C:So that's pretty cool.
Speaker C:So we're coming out with some flavored coffees.
Speaker C:We've got another one on the way shortly.
Speaker C:So check us out on social media, give us a follow for all the new and latest.
Speaker C:And in the meantime, I'll give you a bag of beef jerky for show.
Speaker C:And then here's your shirt for you.
Speaker B:Awesome.
Speaker B:Thank you.
Speaker C:Check it out.
Speaker C:Open that up.
Speaker C:Show the camera.
Speaker C:Yeah, but yeah, I. I appreciate the time today, guys and yeah, just support us however you can, you know, no, no pressure, no anything from us.
Speaker C:We love our customers, our customers love us.
Speaker C:It goes to show by all of our subscribe numbers going through the roof.
Speaker C:Subscribe to us on our website, caliber coffee company.com.
Speaker C:We have deals, specials going on all the time and if you do that subscription program, you will not be disappointed.
Speaker A:California, see Keely, your husband got to be in a photo shoot for Caliber Coffee.
Speaker A:I'm on a bag, so I think I win this round.
Speaker B:Yeah, we'll have to.
Speaker B:We'll have to have you on next time and talk about how my.
Speaker B:My husband just happened to be an accidental model for you guys.
Speaker C:He did and he did a great job and we love to have him back anytime.
Speaker C:Yeah, he did awesome.
Speaker C:Our cat.
Speaker A:Our.
Speaker C:Our cowboy.
Speaker C:Our exclusive cowboy.
Speaker C:Yeah, yeah, yeah.
Speaker A:All right, guys.
Speaker A:So make sure to like share and subscribe.
Speaker A:Make sure to register to attend goals August 9th and 10th in Knoxville, Tennessee.
Speaker A:Be there.
Speaker A:Gun owners advocacy and leadership Summit.
Speaker A:Tons of companies,120,000 square feet of awesomeness, plus a ton of awesome speakers.
Speaker A:Super excited for it.
Speaker A:We will see you guys in Knoxville and we will catch you next time.
