This North Augusta, SC coffee company that markets "non-woke" coffee kind of tipped their hand a bit with the Nazi symbolism on their logo.
Believe it or not, there are actually two Nazi coffee roasters (that I know of) in the US these days. This one in Indiana is far less subtle about their Nazi proclivities. https://www.wvpe.org/indiana-news/2022-06-14/schooner-creek-farm-owner-to-launch-coffee-company-for-our-people-by-our-people
Schooner Creek Farm owner to launch coffee company "for our people, by our people"

Controversial former Bloomington Farmers’ Market vendor Sarah Dye is launching a coffee company.

WVPE
I’m so old, I remember when American companies that put Nazi symbols on their products would have had a hard time attracting enough customers to stay in business.

@sethcotlar wtf is non-woke coffee?

Coffee is made from coffee beans isn't it? How do you add the "wokeness"?

@anne_twain @sethcotlar
I'd guess anti-woke coffee is grown in plantations where they use every pesticide available, then the beans are picked by pre-teen slave laborers. Packed in 14 layers of plastic made from pure virgin American oil--none of that recycled plastic crap. Delivered to the U.S.A. on jumbo jets fueled by the dirtiest oil-sands kerosene available.

@anne_twain @sethcotlar A lot of 3rd/4th wave coffees have direct connections with farms and importers and stuff. Cxffeeblack for example has an all-Black supply chain (and makes excellent coffee), and many 3rd/4th wave roasters refuse to work with farms or importers that employ slave or poorly-paid workers (though what people count as "poorly paid" varies pretty wildly).

So I would suppose a non-woke coffee is like, "yes we'd like to buy from the white-man owned farms that have extra slavery and sexual assault against workers, actually".