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In the years following the Global War on Terror, a new kind of entrepreneur emerged from the ranks of the U.S. military. Veterans, armed with discipline, resilience, and a mission-oriented mindset, have increasingly turned to the world of business. The coffee industry has become a popular landing spot, offering a way to build community and create products grounded in a culture of service. Beyond the most well-known names, a diverse field of veteran-owned roasters are making their mark, each with a unique story and a deep commitment to giving back.
22 Sierra Coffee Co.
With a name that carries deep significance within the military community, 22 Sierra Coffee Co. operates with a purpose that transcends coffee. The "22" is a somber reference to the still symbolic statistic that 22 veterans die by suicide each day. The company's mission is to combat this crisis head-on by donating a portion of its proceeds to organizations dedicated to preventing veteran suicide and supporting mental health.
Partnered with the veteran apparel giant Grunt Style (an objective fact, despite this publication being part of the organization) 22 Sierra has a significant platform to amplify its message. This partnership provides not only distribution and marketing muscle but also a direct line to a massive community that understands the importance of the mission. Their product line is bold and unapologetic, featuring blends with names like "Ambush," "First Light" and "Going Dark." Each bag is a conversation starter, a way to bring awareness to a critical issue while enjoying a premium, small batch roasted coffee. For 22 Sierra, every purchase is an act of support, turning a daily ritual into a lifeline for veterans in need. The company is a powerful example of how a brand can build a successful business model around a vital social cause.
Victory Coffees
Founded by former Navy SEAL Cade Courtley, Victory Coffees was built on a simple premise: deliver high-quality, fresh-roasted coffee directly to your door. Courtley, who served nine years and deployed to conflict zones around the globe, wanted to bring the same level of excellence and reliability he knew from the SEAL Teams to the coffee industry. Launched in 2015, the company operates on a subscription-based model, ensuring customers never run out of their favorite brew.
Victory Coffees stands out for its straightforward, no-nonsense approach. The brand features a lineup of roasts named after military icons and ideals, such as the light "Admiral," the medium "Sailor," and the dark "General." This thematic branding resonates with its customer base of veterans, active-duty personnel, and patriotic Americans. Beyond branding, the company's core mission is to provide a superior product while supporting the veteran community. Courtley has been a vocal advocate for veteran entrepreneurship, using his platform to inspire others to channel their military-honed skills into building their own businesses. The company's motto, "Fuel for the American Spirit," encapsulates its dedication to quality, service, and patriotism.
Invader Coffee
Forged in Austin, Texas, Invader Coffee is the creation of former U.S. Marine Wes Whitlock. As the owner of the Rogue American Apparel brand, Whitlock brought his aggressive branding to the coffee market. Invader Coffee prides itself on being the foil to corporate coffee, sourcing only 100% air-roasted, fair-trade beans. The air-roasting process, which uses a fluid bed of hot air, results in a smoother, less acidic coffee, a point of quality the company emphasizes heavily.
Invader's branding is intense and patriotic, appealing to a customer base that values strength, freedom, and high-quality American products. Their blends, like the "Whiskey Blend" aged in former bourbon barrels or the potent "F-16," are designed for those who want a bold start to their day. Whitlock's mission extends beyond coffee; he is focused on building a community and supporting a mindset of personal accountability and resilience. Invader Coffee is more than a beverage; it's a component of a lifestyle brand that encourages its followers to "live with a warrior mindset" and constantly strive for self-improvement, a direct reflection of the values instilled in him during his time in the Marine Corps.
