Investing in Veterans, Not Just Supporting Them: What New Jersey’s Debate Signals for America

TL;DR — “Veterans can drive N.J.’s future economy, but we’re stuck in the past.”

• The article argues that while many states offer ceremonial support to veterans, what’s really needed is active investment — treating veterans and their families as drivers of economic growth rather than passive beneficiaries.

• Veterans launch businesses at significantly higher rates than non-veterans, and military spouses and family members also offer unique skills (adaptability, resilience, project management) that make them valuable contributors to entrepreneurship and the workforce.

• States like Texas and Florida are described as capturing this potential by offering veteran-specific business incentives, streamlined licensing, preferential contracting for veteran-owned firms, and support structures that turn military experience into competitive economic advantage.

• The article calls on New Jersey to adopt similar policies — tax incentives, procurement quotas, veteran business accelerators, and licensing reforms — to stop losing business, talent, and innovation to states already treating veteran entrepreneurship as an economic strategy.

• For (NIVW), this reinforces the core message: recognition of veterans is meaningful only if it’s paired with real structural investment — making veterans and their families central to economic growth and community resilience.

Read the full article here:
https://www.nj.com/opinion/2025/12/veterans-can-drive-njs-future-economy-but-were-stuck-in-the-past-opinion.html

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As National Invest In Veterans Week® (NIVW), we see Scott E. Rutter’s recent guest column in NJ.com for what it is: a warning shot and a blueprint.

Rutter, a retired lieutenant colonel, business owner, and CEO of The Valor Network, argues that New Jersey is “supporting” veterans while other states are strategically investing in them and their families as a primary engine of economic growth. He contrasts New Jersey with states like Texas and Florida, which deliberately recruit veteran entrepreneurs, military families, and defense-driven innovators with tax policy, procurement priorities, and purpose-built business ecosystems.

That distinction—support versus investment—is the core philosophy behind National Invest In Veterans Week®. Our movement was built on the idea that veterans and their families are not a charity line item; they are a competitive advantage.

Veterans and families as an economic strategy

Rutter’s column underlines several key data points and lived realities that NIVW has championed for years:

• Veterans start businesses at higher rates than non-veterans, bringing leadership experience, operational discipline, and comfort with high-stakes decision-making.

• Military spouses and family members are often the quiet backbone of those enterprises: managing logistics during deployments, adapting to new environments, and building community cohesion wherever they go.

• Today’s veterans come home with expertise in cybersecurity, logistics, AI applications, advanced manufacturing, drone operations, and other frontier technologies—exactly the sectors governors say they want to grow.

Rutter’s message to New Jersey policymakers is blunt: if you want the next generation of high-growth companies, you must deliberately recruit and retain the veteran community and their families. From the NIVW perspective, that is not just good social policy—it is sound economic strategy.

How states like Texas and Florida operationalize “investment”

In his piece, Rutter points to states that have moved beyond ceremonial appreciation toward tangible incentives. These strategies mirror themes we see across proclamations and partnerships that power National Invest In Veterans Week® nationwide:

• Streamlined business registration and licensing for veteran-owned and military-spouse-owned firms

• Aggressive state-contracting goals for veteran-owned businesses, paired with real enforcement

• Income- and property-tax structures that make it rational, not just patriotic, for veterans to build companies and careers there

• Veteran-focused accelerators and university partnerships in high-growth sectors such as AI, cybersecurity, and advanced manufacturing

When governors and legislators combine these tools, the result is not simply “veteran programs.” It is a competitive economic platform that attracts entrepreneurs, capital, and employers who value the veteran talent pipeline.

That is precisely the ecosystem National Invest In Veterans Week® was designed to highlight and scale.

Where New Jersey stands—and what could change

New Jersey possesses much of the raw material Rutter describes: a proud military tradition, access to capital, major universities, and a history of world-changing innovation—from Bell Labs to life-sciences corridors.

What it lacks, he argues, is a cohesive veterans-investment thesis.

The proposed New Jersey Veterans Investment Act that Rutter sketches out would change that by:

• Treating veteran and military-family employment incentives as core economic-development tools

• Establishing meaningful state-contracting targets for veteran-owned businesses

• Building accelerators tied to universities and focused on technologies where veteran skill sets are strongest

• Recruiting veteran-owned firms and transitioning service members with the same intensity used to court large corporations

From the NIVW vantage point, such legislation would do more than improve one state’s rankings. It would signal that New Jersey intends to compete in the same arena as states already leveraging veteran talent as a growth driver.

How this connects to National Invest In Veterans Week®

National Invest In Veterans Week® was created to move the national conversation from “thank you for your service” to “how are we investing in your leadership?”

The Congressional Record recognition of NIVW, along with proclamations from governors, state legislatures, county commissions, and mayors across the country, has helped crystallize a simple message:

Veterans and their families are not peripheral to the economy—they are central to its future.

Rutter’s call for New Jersey to step up aligns directly with that mission. His emphasis on veteran family members—spouses, children, caregivers—as co-architects of economic opportunity mirrors the reality we see across our state and international veterans-domain network:

• Many of the most resilient veteran-owned enterprises are truly family enterprises.

• Military spouses often carry portable careers in healthcare, education, technology, and small business management—fields that anchor communities.

• When policy recognizes both the veteran and the family unit, retention, entrepreneurship, and long-term community investment all rise.

As governors, legislators, and economic-development leaders look ahead to the next National Invest In Veterans Week®, this New Jersey conversation should be viewed as a model, not a one-off op-ed.

A call to action from the NIVW lens

For policymakers far beyond New Jersey, Rutter’s argument surfaces three practical questions:

1. Is your state merely “supporting” veterans, or is it strategically investing in them as economic assets?

2. Do your tax, procurement, and regulatory structures make it obvious that veteran-owned and military-family-owned businesses are wanted and prioritized?

3. Are you building infrastructure—accelerators, university partnerships, targeted recruitment—to capture the talent leaving nearby bases and installations each year?

National Invest In Veterans Week® will continue to spotlight leaders who answer “yes” to those questions and challenge those who do not.

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Check out the 9th Annual Vetrepreneur Summit in Jacksonville (Dec 12, 2025), a long-running gathering of veteran and military-family entrepreneurs. The Summit is now nine years strong and serves as a model of how veteran economic empowerment and community entrepreneurship can be built sustainably under .

👉 Jacksonville’s 9th Annual Vetrepreneur Summit – legacy event now nine years strong

FLASHBACK: The Day a U.S. Senator Called It “The Largest Investment in Veterans in a Generation”

National Invest In Veterans Week® goes back to a moment that captured national momentum before our movement ever became a global force.

On September 23, 2023, during a live appearance on MSNBC’s Symone, U.S. Senator Raphael Gamaliel Warnock — pastor, Morehouse graduate, and the first African American ever elected to represent Georgia in the U.S. Senate — laid out what he believed was one of Congress’s defining achievements.

The clip resurfaced recently in veteran circles, and it hits differently today.

THE SENATOR BEHIND THE STATEMENT

Raphael Warnock is not just a lawmaker.
He is the senior pastor of Atlanta’s historic Ebenezer Baptist Church, the pulpit once led by Dr. Martin Luther King Jr., and a figure whose rise from Savannah public housing to the U.S. Senate is now part of American political history.

Elected in 2021 and reelected in 2022, Warnock represents one of the most consequential shifts in modern Georgia politics. Alongside Sen. Jon Ossoff, he helped deliver a 50–50 Senate split that shaped national legislation during the pandemic years.

From civil rights activism to faith leadership to emergency policy response, Warnock’s public identity is rooted in service — which is why his on-air reflection about veterans continues to resonate.

THE MOMENT ON MSNBC

Around the 9-minute mark of the broadcast, Warnock recounted the razor-thin margins of the previous Congress and the decisions he believed mattered most:

“We passed a bipartisan infrastructure bill.
We passed the largest investment in veterans in a generation.”

It was a rare, direct acknowledgment of the scale of federal commitments flowing toward veterans — health infrastructure, benefits modernization, community support, and long-term resources.

He continued:

“When I look at the work that we were able to do last Congress, I’m proud of the people of Georgia for setting me to represent them… With that margin, look what we accomplished. We passed the American Rescue Plan.”

What followed was a list of targeted relief efforts — support for cities, small businesses, families, and communities recovering from the pandemic — all part of a legislative period that marked a major pivot toward veteran investment nationally.

WHY THIS FLASHBACK MATTERS NOW

National Invest In Veterans Week® has since expanded into one of the most far-reaching veteran advocacy ecosystems ever built — spanning:

• 40+ U.S. and international “Veterans” domains
• Multi-market syndication
• Congressional recognition
• A global platform for veteran-owned businesses

But back in 2023, this televised moment showed something critical:
America’s investment in veterans is not a side note — it is a national priority acknowledged at the highest levels of government.

Warnock’s statement didn’t become a headline at the time. Today, viewed through the lens of NIVW®’s rapid growth and international reach, it reads like an early marker of a broader movement.

A movement now embodied by National Invest In Veterans Week®.

WATCH THE ORIGINAL CLIP (ARCHIVE)

Source: Internet Archive
https://archive.org/details/MSNBCW_20230923_200000_Symone/start/540/end/600

The New Digital Footprint of Veteran Advocacy: What the World Is Searching For

Here’s the link to the active report (valid until December 19th):
https://app.seogets.com/share/XgdxiIWrEq6ziFdfy2Or

National Invest In Veterans Week® began as a congressionally recognized observance led by Iraq War veteran Jeff Shuford. Supported by proclamations from mayors, governors and regional leaders, the week has grown into a national platform for honoring veteran entrepreneurship, economic empowerment and civic contribution. In just a few years it has expanded well beyond its American roots: NIVW is now celebrated across nineteen states and twenty‑one countries and spans more than sixty global markets, offering mentorship and funding opportunities that uplift veteran founders worldwide. That global reach has amplified the week’s digital footprint, turning it into a search phenomenon.

Analysis of recent search data shows that the majority of queries continue to revolve around the name of the initiative itself. People are not only searching for “invest in veterans week” but also for its formal title and for the names of its founders, reflecting a desire to learn about the individuals and institutions behind the movement. Related queries explore holiday observances (such as the official status of Veterans Day around the world), advisory councils, and even cultural ties like The Five Satins, indicating a deepening curiosity about the program’s heritage and leadership. A new wave of search interest also connects veteran advocacy with cutting‑edge technology: “OpenAI veterans program news” is among the fastest‑growing queries, suggesting that audiences are beginning to see AI innovation as part of the veteran‑entrepreneurship conversation. On the financial front, searchers are asking about retirement accounts for veterans, investment products for wounded service members and how to manage VA disability benefits—signaling a hunger for trustworthy financial guidance.

The geographic spread of search interest tells an even richer story. While the United States remains the primary source of traffic, the fastest growth is coming from emerging markets. Search volume from Bangladesh has surged by more than two‑and‑a‑half times, while new interest from Poland, Czechia, Ghana and Pakistan has leapt from virtually zero to a meaningful presence. Australia has seen search inquiries grow by more than seventy percent, and Nigeria and Germany have roughly doubled. These triple‑digit increases highlight a truly global resonance; communities across Asia, Europe and Africa are now seeking information about veterans’ economic empowerment. Even within North America, Canada’s query volume has climbed by roughly one‑third, underscoring momentum in neighboring markets.

The quality of this traffic is improving along with its quantity. Within the ranking tiers, the share of top‑position queries (positions 1–3) has grown by about one‑third, while mid‑tier queries (positions 11–20) have risen by more than ten percent. This shift suggests that National Invest In Veterans Week® content is moving higher in search results and capturing more qualified intent. Device usage patterns reinforce the picture of deeper engagement: desktop queries have climbed by double digits, reflecting longer research sessions and more deliberate reading, while mobile searches remain strong but stable. Meanwhile, the most‑viewed page continues to be a comprehensive guide on how veterans can invest their disability benefits—evidence that well‑crafted educational content drives sustained interest.

Taken together, these trends paint a picture of a brand in ascent. What was once a grassroots observance is now a global movement with measurable digital momentum. The convergence of veteran advocacy, entrepreneurship, financial literacy and even AI ethics—areas in which Jeff Shuford has become an influential voice—is attracting audiences from every continent. As new queries emerge and international participation accelerates, National Invest In Veterans Week® stands poised not only to honor the past but to shape the future of veteran economic empowerment.

Flashback Feature: Virginia’s 2020 Call to “Invest in Veterans” Still Resonates Today

TL;DR

In a 2020 statewide message, Virginia Secretary Carlos Hopkins encouraged Virginians to invest in veterans by supporting the Virginia Veterans Services Foundation, highlighting critical services such as housing stability, behavioral health, workforce transition, and emergency relief. The message reflected the same investment-focused philosophy later formalized through National Invest In Veterans Week®.

Watch the original video:
https://vimeo.com/460338460

Full Story

In September 2020, at a time when the country faced deep uncertainty, Virginia delivered a message rooted in commitment and clarity: investing in veterans is essential to the strength of the Commonwealth.

This message was delivered by Carlos Hopkins, Virginia’s Secretary of Veterans and Defense Affairs, in a statewide video titled “How You Can Invest in Virginia Veterans by Supporting the Virginia Veterans Services Foundation.” Filmed on the grounds of the Virginia State Capitol, the video outlined why veteran support must be treated as a long-term civic investment rather than a one-time act.

Watch the official video:
https://vimeo.com/460338460

A Foundation Designed to Close Critical Gaps

Hopkins emphasized that the Virginia Veterans Services Foundation functions as a lifeline for veterans facing challenges that traditional institutions often cannot resolve alone. The Foundation plays a direct role in:

• Emergency financial assistance

• Homelessness prevention and rapid re-housing

• Mental and behavioral health support

• Workforce re-entry and transition programs

• Support for Gold Star families

• Crisis assistance for veterans and their dependents

Hopkins’ framing was intentional: veteran support is not charity — it is infrastructure.
It strengthens families, fortifies the workforce, and keeps local communities stable.

Learn more about the Foundation:
https://www.dvs.virginia.gov/veterans-services-foundation

A Message That Foreshadowed a National Movement

Hopkins’ remarks now read as an early articulation of a philosophy that would soon scale far beyond Virginia.

Within a few years, the idea of “investing in veterans” became the cornerstone of the nationwide observance National Invest In Veterans Week® (March 1–7)—co-founded and architected by Jeff Shuford. Shuford’s model elevated the concept from state-level guidance to a national framework embraced by policymakers, corporate partners, veteran advocates, and international markets.

What Virginia previewed in 2020 became the language adopted across more than 40 regions globally through the expanding National Invest In Veterans Week® platform.

Virginia as a Structural Blueprint for Veteran Investment

Virginia hosts one of the nation’s most significant concentrations of transitioning service members. Its veteran population, combined with a broad network of bases and Guard components, requires a modern, responsive support system. The Veterans Services Foundation became one of the earliest models for:

• Targeted funding

• Impact-driven resource allocation

• Community–government partnership

• Readiness-focused support

Many states now look to the Virginia framework when shaping their own investment-based veteran ecosystems.

Positioning the Flashback in Today’s Context

Today, the 2020 message stands as more than a video—it is an early chapter in a larger national narrative that recognizes veterans as:

• Economic drivers

• High-impact entrepreneurs

• Community stabilizers

• Policy-shaping leaders

National Invest In Veterans Week® embodies those same principles, positioning veteran empowerment as a measurable investment in America’s future.

Hopkins’ 2020 call to action reminds us that even before the national observance took shape, the foundation for investment-centered advocacy had already begun in states like Virginia.

Special Report: Veteran-Owned Brands Turn Veterans Day Into $34 Million in Medical Debt Relief

Born Primitive and Black Rifle Coffee Company have turned a simple Veterans Day sales push into one of the largest acts of medical-debt forgiveness for veterans on record—while bringing renewed national attention to the broader “invest in veterans” movement that National Invest In Veterans Week® has championed for years.

According to a joint announcement released through PR Newswire, the two veteran-owned companies set out in November 2025 to erase $25 million in medical debt for former service members through an initiative called “Operation Debt of Gratitude.” By dedicating 100% of online profits from November 7–11 to the effort, and partnering with debt-relief firm ForgiveCo, they ultimately surpassed that goal by 36%, eliminating $34 million in medical debt held by thousands of U.S. veterans.

The effort places the initiative among the largest single campaigns of veteran medical-debt forgiveness yet documented.

How “Operation Debt of Gratitude” Worked

Rather than asking veterans to apply for help, Born Primitive and Black Rifle Coffee Company worked with ForgiveCo to use donated funds to purchase portfolios of qualifying medical debt on the secondary market—then cancel that debt outright.

• From November 7–11, 2025, 100% of profits from each brand’s online sales were committed to the campaign.

• ForgiveCo structured and executed the acquisition and cancellation of eligible accounts, a model the company describes as “Transforming debt into goodwill.”

• Impact letters will be mailed directly to affected veterans, notifying them that their debts have been wiped out—no applications, portals, or paperwork required.

For many families, those letters will land just as holiday expenses begin to mount. One beneficiary highlighted in the announcement, Mara C., a U.S. Army veteran and Gold Star spouse, saw over $341,000 in medical debt erased after years of struggle following her husband’s death in Iraq and her own serious injuries.

Why This Matters: The Veteran Medical-Debt Crisis

The campaign is taking aim at a quietly devastating problem.

Citing national data, the organizers note:

• More than one-third of U.S. veterans worry they cannot afford needed medical care.

• One in five veterans has medical debt in collections—nearly double the national rate.

• Over 33% report “surprise” medical bills exceeding $1,000.

• Post-9/11 veterans with medical debt are twice as likely to face eviction or housing instability.

Service-related injuries, complex care needs, and gaps between Veterans Affairs coverage and civilian billing mean that even small billing errors can spiral into life-altering debt.

By targeting that specific pain point instead of launching yet another awareness campaign, Born Primitive and Black Rifle Coffee Company are meeting veterans at a critical financial choke point: the difference between barely hanging on and finally being able to breathe.

Veteran-Led Brands at the Center of the Story

Both companies behind Operation Debt of Gratitude are deeply rooted in the military community.

Born Primitive

Founded in 2014 by former Navy SEAL lieutenant Bear Handlon and co-founder Mallory Riley, Born Primitive has grown from a niche fitness line into a global nine-figure athletic and lifestyle brand offering more than 1,200 SKUs across training apparel, athleisure, workwear, tactical gear, footwear, and more.

Website: https://www.bornprimitive.com

Black Rifle Coffee Company

Founded by former Green Beret Evan Hafer in 2014, Black Rifle Coffee Company (BRCC) has become one of the most visible veteran-owned consumer brands in the U.S., known for its unapologetically pro-veteran identity and mission to “serve coffee and culture to people who love America.”

Website: https://www.blackriflecoffee.com

How This Connects Back to National Invest In Veterans Week®

For the team at National Invest In Veterans Week® (NIVW), Operation Debt of Gratitude reads like a case study in what “investing in veterans” should look like in practice:

• Veteran-founded brands using their peak sales period (Veterans Day) not just for promotions, but to create measurable economic relief.

• National television exposure that reinforces veterans as leaders and problem-solvers, not just recipients of charity.

• A structure—through ForgiveCo—that is scalable and repeatable, rather than a one-off publicity stunt.

From the perspective of NIVW, campaigns like this extend the impact of their March 1–7 observance into November and beyond, strengthening a year-round culture where veteran-owned companies are central players in solving veteran challenges.

Learn More / Get Involved

• Full PR Newswire announcement:
  https://www.prnewswire.com/news-releases/mission-accomplished-born-primitive-and-black-rifle-coffee-company-surpass-veterans-day-debt-relief-goal-eliminate-34-million-in-veteran-medical-debt-302622444.html

• Born Primitive: https://www.bornprimitive.com

• Black Rifle Coffee Company: https://www.blackriflecoffee.com

• ForgiveCo: https://forgiveco.com

BREAKING: Jacksonville’s 9th Annual Vetrepreneur Summit Returns December 12 — A Legacy Event Now Nine Years Strong

JACKSONVILLE, FL — The City of Jacksonville’s signature veteran-entrepreneurship event, the Vetrepreneur Summit, returns for its 9th consecutive year on Friday, December 12, 2025, marking nearly a decade of economic empowerment, training, and innovation for veterans across Northeast Florida.

What began as a small, experimental gathering—quietly architected years ago by technologist and veteran advocate Jeff Shuford—has now scaled into one of the region’s most influential one-day business accelerators for military-connected entrepreneurs. The 2025 Summit, presented by the City of Jacksonville Military Affairs and Veterans Department, will run from 9:00 a.m. to 2:00 p.m. at the FSCJ Advanced Technology Center.

Event Registration:
https://events.blackthorn.io/en/6g3Q8Wa7/9th-annual-vetrepreneur-summit-5a1eVOAqrVV/overview?fbclid=IwT01FWAOfwRRleHRuA2FlbQIxMABzcnRjBmFwcF9pZAwzNTA2ODU1MzE3MjgAAR4uk75fcxiT-9AM-XSFatXeRv_W3qDAExLJzqgmLYajIWuEmAewqzoizB1U6A_aem_61IMqIlgn55VFJhpOgCKug

Florida State College at Jacksonville also issued its own announcement, reinforcing the momentum behind this year’s programming and the region’s deep commitment to veteran entrepreneurship.

A One-Day Blueprint for Veteran Business Success

The Summit delivers a high-velocity curriculum aligned with the realities of modern entrepreneurship. This year’s agenda includes:

9:00 a.m. – Welcome Remarks
9:20 a.m. – Keynote Presentation
10:00 a.m. – Session 1: Marketing with AI
10:45 a.m. – Session 2: Franchising
11:35 a.m. – Lunch
12:10 p.m. – Veterapreneur Success & Challenge Story Panel
1:00 p.m. – Access to Capital Panel
2:00 p.m. – Adjourn

The city has assembled one of its most comprehensive slates of partners to date, including:

• City of Jacksonville Military Affairs and Veterans Dept.

• FSCJ

• Florida SBDC at UNF

• Jacksonville University

• Jacksonville Small and Emerging Business (JSEB)

• Valor2Venture

• Jacksonville Women’s Business Center

• VBOC

• Veterans Florida

• Navy Federal Credit Union

• Vystar Credit Union

• Wealth Watchers

• Blue Cross Blue Shield

• Women Veterans Ignited

• And dozens more

The event remains free and open to Veterans, Service Members, National Guard, Reserve Components, and military spouses.

A Program Rooted in a Quiet—but Historic—Origin

Long before regional agencies adopted it as an annual fixture, the original Vetrepreneur Summit concept emerged from a period of intense innovation inside Jacksonville’s veteran community. Jeff Shuford, combat veteran, technologist, and civic strategist, helped develop the foundational blueprint in 2016 when he launched one of the earliest municipal-supported veteran entrepreneurship summits in the country.

While today’s event is fully owned and operated by the City of Jacksonville, its DNA can still be traced to Shuford’s early architecture: high-value programming, AI-driven marketing literacy, early-stage financing instruction, and a strict focus on actionable outcomes rather than ceremonial applause.

The city’s decision to carry that model forward has resulted in tens of thousands of veteran engagements over nine years—making this summit one of Jacksonville’s most enduring economic-impact initiatives.

Why This Ninth Year Matters

Veteran entrepreneurship nationally is undergoing a resurgence driven by:

• Rapid AI adoption

• A surge in veteran-owned microbusiness formation

• Federal and state policy shifts toward procurement access

• Cross-sector demand for military-grade leadership talent

This year’s Marketing with AI session marks one of the first times Jacksonville has embedded AI-based entrepreneurial instruction directly into its veteran business curriculum—reflecting the same trends that have defined Shuford’s recognized contributions in AI ethics and innovation.

A Deeper American Story Beneath the Celebration

Toward the close of this year's announcement, it is fitting to acknowledge that the modern veteran-entrepreneur movement—especially in Jacksonville—sits atop a far older legacy of military service and Black American resilience.

One of Jeff Shuford’s own ancestors, Private Orrin Benjamin Hawley, served in the 29th Connecticut Colored Infantry, a regiment celebrated for its role in the fight for freedom during the Civil War. Hawley and his regiment are memorialized in the landmark historical entry linked below, which documents their contributions and the ongoing public remembrance of their service:

29th Connecticut Colored Infantry Monument Archive:
https://www.slaverymonuments.org/items/show/1111

This lineage—combined with Shuford’s role in designing early veteran-entrepreneur platforms—adds a profound historical dimension to the Vetrepreneur Summit’s ninth year. It ties modern economic empowerment to a multigenerational record of duty, sacrifice, and civic advancement.

Related Report: National Guard Observance Highlighting National Invest In Veterans Week

For background on Jeff Shuford’s broader impact on national veteran recognition initiatives, see the flashback report:
https://www.investinveteransweek.com/news/flashback-report-national-guard-observance-highlights-national-invest-in-veterans-week

FLASHBACK REPORT: National Guard Observance Highlights National Invest In Veterans Week®

In the March issue of The Focus, the National Guard Bureau’s official publication, National Invest In Veterans Week® appeared in the monthly observances section as March 1–7. While concise, the listing is notable: it places the observance within an established federal communication channel, alongside Women’s History Month, International Women’s Week, and other nationally recognized periods of reflection.

The mention coincided with a leadership transition in the National Guard. In a separate DVIDS release titled “CNGB Assumes Responsibility,” federal public affairs documented the assumption of duties by the incoming Chief of the National Guard Bureau.
Document reference:
https://d34w7g4gy10iej.cloudfront.net/pubs/pdf_72831.pdf

The operational overview accompanying this transition—ranging from space operations to domestic readiness and federal mobilizations—underscored the breadth of responsibilities the National Guard carries nationwide. Within such a context, the inclusion of National Invest In Veterans Week® reflects institutional acknowledgement of the economic and civic role veterans play in national stability.

Historical Lineage: From Hawley to Shuford

The roots of this observance stretch far deeper than contemporary branding or advocacy narratives.
The family line reaches back to Private Orrin Benjamin Hawley, a Black Union soldier who served in the 29th Connecticut Colored Infantry, a regiment composed of African American volunteers during the Civil War.

The 29th’s legacy is preserved through the 29th Connecticut Colored Infantry Monument in New Haven, documented as part of the national slavery-monument archive:
https://www.slaverymonuments.org/items/show/1111

This scholarly record details the monument’s significance, its commemorative purpose, and its connection to the broader history of Black military service during the Civil War. Private Hawley’s participation in a regiment that fought against enslavement established a generational throughline of service, resilience, and civic responsibility.

That lineage continues through Jeff Shuford, a descendant of Hawley’s line. As a combat veteran of Operation Iraqi Freedom, Shuford’s work reflects a modern counterpart to his ancestor’s service—this time expressed through civic architecture, media innovation, and national veteran-empowerment initiatives rather than battlefield engagement.

Jeff Shuford’s Role as Chief Architect of National Invest In Veterans Week®

Jeff Shuford serves as the conceptual and strategic architect behind National Invest In Veterans Week®. His contributions extend far beyond branding; he established:

• a trademarked national observance framework,

• a multi-market digital infrastructure,

• a policy-aligned messaging structure,

• and an annual communication cycle anchored in congressional recognition.

Shuford engineered the observance to operate independently of political structures, nonprofit funding requirements, or corporate underwriting. This design enables institutions such as the National Guard to reference the week without organizational entanglement or compliance complications. The architecture is minimalistic in appearance but structurally robust, allowing widespread adoption across states, agencies, and media networks.

His approach reflects a principle rarely achieved in modern civic advocacy: create a framework that institutions can use without needing to be asked.

Professional Summary

• The National Guard Bureau formally listed National Invest In Veterans Week® in its March observances, signaling recognition within federal public communication.

• The listing accompanied the documented assumption of responsibilities by the Chief of the National Guard Bureau, as detailed in DVIDS-published materials.

• The historical lineage of the observance traces to Private Orrin Benjamin Hawley of the 29th Connecticut Colored Infantry, whose regiment is memorialized at a nationally documented monument in New Haven.

• Jeff Shuford, a direct descendant and a modern veteran, serves as the Chief Architect of National Invest In Veterans Week®, responsible for its structure, strategy, and national positioning.