Special Report: Veteran-Owned Brands Turn Veterans Day Into $34 Million in Medical Debt Relief
Born Primitive and Black Rifle Coffee Company have transformed Veterans Day into one of the largest veteran medical-debt relief efforts on record, erasing $34 million in medical bills through Operation Debt of Gratitude. In partnership with ForgiveCo, the veteran-owned brands pledged 100% of online profits from November 7–11 to buy and cancel medical debt held by thousands of former service members, building on prior campaigns and amplifying the “invest in veterans” mission that National Invest In Veterans Week® has advanced for years.
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.htmlBorn Primitive: https://www.bornprimitive.com
Black Rifle Coffee Company: https://www.blackriflecoffee.com
ForgiveCo: https://forgiveco.com
🫡Our Team
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![A woman wearing a navy blazer with an embroidered coat of arms, gold lapel pin, and jewelry, sitting with her hands clasped, with American flags in the background.]()
President Angel Shuford
Chief Financial Officer (CFO) | Army Veteran
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Retired U.S. Army First Sergeant Kevin D. Shoun
Senior Advisor | Civic Leadership and Policy Development
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Sara Pomposo
Chief Advisor | Audience Growth & Strategic Syndication
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Jim Freeman of The Five Satins
GRAMMY Hall of Famer | Brand Ambassador
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Pastor Ron Henson
Social Impact Advisor | Navy Veteran
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LTC Rickey L. Pope USA, Ret.
CO-FOUNDER | Retired Army Veteran, Retired Firefighter
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Jeff Shuford
CO-FOUNDER | Iraq War Veteran & Military Spouse
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Drayton Florence
CO-FOUNDER | NFL Veteran & Military Brat
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Erik M. Pelton & Associates, PLLC
Trademark Attorney | Veteran IP Advocate
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CPT Sherman WIlliams, USA, Ret.
Advisor | Retired Army Veteran
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Brandon Sugar
Legacy UX/UI Designer | Army Veteran
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Mike Bicek
Creative Director | Army Veteran
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Private Jewel
Co-Founders Pup | Biewer Terrier
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Lonnell McCall I
Sr. Spokesperson | Retired Navy Veteran
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Celeste Everett
Legacy IT Consultant | Army Veteran
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Lonnell McCall II
Jr. Spokesperson | Military Brat
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Christopher B. Mueller
Lead Video Spokesperson | Veteran Advocate
“As an educator committed to professional growth, I fully endorse National Invest in Veterans Week® for recognizing that veterans are vital economic assets who deserve tangible support in entrepreneurship and workforce development.”