Backcountry Lawsuits: Small Brand Offers Its View in ‘Editors’ Take’

On this week’s roundup, Wild Barn Coffee founder Jenny Verrochi talks with us about having to rebrand her company, formerly Backcountry Nitro coffee, after sent her a cease-and-desist letter.

Unless you’ve been under a rock, you’ve seen a maelstrom of headlines around’s flurry of lawsuits against other brands using the word “backcountry” in their name.

After news broke from the Colorado Sun last week, GearJunkie and others dove into the ensuing backlash. Formerly loyal Backcountry customers expressed outrage, even launching a Boycott Backcountry Facebook group that swelled to more than 16,000 members.

But this week, we sat down with someone on the other side of the controversy. Jenny Verrochi launched Backcountry Nitro coffee earlier this year on Kickstarter. Soon after, however, she was served a cease-and-desist by Little did she know, this would later become part of a firestorm that would consume the outdoor industry.

Note: You can find Verrochi’s new branded cold-brew coffee, Wild Barn Coffee, here.

Backcountry Boycott mountain goat
Boycott Backcountry: Customers Slam Retailer Over 'Strongarm Tactics'
Last week, news broke that Backcountry is suing dozens of brands that use the word 'backcountry' in their name. And customers are outraged. Read more…

Adam Ruggiero

Adam Ruggiero is the editor-in-chief of GearJunkie and a fan of virtually all sports and activities. From biking, running, and (not enough) surfing, to ball sports, camping, and cattle farming — if it's outside, it's worth doing. Adam graduated from the University of Minnesota with a BA in journalism. Likes: unique beer, dogs, stories. Like nots: neckties, escalators, manicured lawns.