Hey Mike – longtime follower here who’s never actually bought your coffee… until now. 😅
First, I like you. You are funny and unapologetic about it. Not to mention you do a great job making yourself relevant not just to the military/veteran demographic but also their family and friends.
I’ve been cheering you on from the sidelines for years because I genuinely respect your mindset and how you've built ARC. I’m more of a tea person, not by choice, but for health reasons. My body typically doesn’t handle coffee well, especially when it comes to heart rate regulation. I legitimately have a tiny heart and veins; sorry not sorry for how I was born and still can serve this country just fine. So I stuck to tea, which works better for me holistically.
That said, after years of being on the move (literally polar travel and hopping across states and countries), I’m finally settled. And with that, I decided it was time to buy ARC—not for me at first, but for my husband. He’s very particular about his coffee, and when I told him I spent $35 on three bags, he wasn’t exactly thrilled. We’re usually Costco/Sam’s Club buyers.
But... then he tried Firewatch. And his exact words? “Wow, this is really smooth.” He’s impressed.
So I took a small leap of faith and tried some myself, carefully watching how my body would react—and surprisingly, I felt good. The caffeine didn’t throw me off. It actually made me feel more balanced, not jittery.
Over the years, I’ve tried other brands like BRC during my deployment, for example and honestly, the flavor profile was just too harsh for me. It overwhelmed everything else. ARC’s roast, on the other hand, enhances my day without wrecking my taste buds. It pairs beautifully with simple things too—like a McDonald's apple pie. (Highly recommend that combo, by the way.)
Totally going to buy this during the holidays as a gift to share with my international network and my non military folks! I will buy your product more often (I’m still a bit poor for the price range to buy super consistently, but I am convinced by your product now).
So, cheers to you and the team. Great coffee. Great brand. Grateful I finally made the jump.
