It’s going after the wholesale customers that did the trick. Lots of those must be catering to the SJW demographic. Easy target.

He should turn it around and go all MAGA. Some rebranding and you have a true red blooded American coffee ;) with wife as journalist they can probably spin it into a decent speaking gig too.

In current America you are either MAGA/fascist/sexist/whateverist or you are SJW/commie no other choices.