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SALT LAKE CITY - Black Rifle Coffee Company (NYSE:BRCC), a veteran-founded premium coffee and beverage company with annual revenues of $389 million, appointed Melvin "Mel" Landis to its Board of Directors effective September 15, 2025, according to a company press release. The company, which InvestingPro analysis shows is currently trading below its Fair Value, has seen its stock price decline over 54% in the past year despite maintaining a healthy current ratio of 1.29.
Landis currently serves as President of OLIPOP, Inc., a position he has held since November 2024. His previous experience includes serving as President of MFL Consulting, LLC from 2022 to 2024 and Chief Customer Officer for BodyArmor Sports Nutrition LLC from 2019 to 2022.
Before these roles, Landis held several senior executive positions at The Coca-Cola Company, including President of the Minute Maid Business Unit for Coca-Cola North America, Senior Vice President of Business Transformation, and Chief Retail Officer at Coca-Cola Refreshments. He also worked as Chief Marketing and Customer Officer at Coca-Cola Bottling Company Consolidated from 2004 to 2010.
"Mel brings decades of leadership experience across consumer products and beverages, with a proven track record of driving commercial growth and organizational transformation," said Chris Mondzelewski, BRCC Chief Executive Officer.
Landis began his career in sales and retail roles at The Clorox Company and Kraft General Foods. He holds a Bachelor of Science in Business Administration from the University of North Carolina at Chapel Hill.
With this appointment, Black Rifle Coffee Company’s Board now includes seven independent directors.
Founded in 2014 by Green Beret Evan Hafer, Black Rifle Coffee Company develops coffee products with a focus on supporting veterans, active-duty military, first responders, and what the company describes as "the American way of life."
In other recent news, BRC Inc. reported its second-quarter earnings for 2025, showing a mixed financial performance. The company achieved a net revenue increase of 7% year-over-year, reaching $94.8 million, which surpassed the revenue forecast of $92.76 million. However, the earnings per share fell short of expectations, with an actual EPS of -$0.07 compared to the forecasted -$0.03. Telsey Advisory Group responded to these results by lowering its price target for BRC Inc. to $2.50 from $4.00, although it maintained an Outperform rating on the stock. The adjustment came after BRC’s second-quarter results aligned with the company’s earlier pre-announcement, which indicated sales growth of 6.5% to $94.8 million and an adjusted EBITDA of $2.4 million. These developments highlight the mixed outlook for BRC Inc., with revenue growth countered by disappointing earnings per share.
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