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

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

Credit Union Coalition Backs Legislation to Expand Business Lending to Veterans

A national coalition of more than 200 defense- and veteran-focused credit unions is calling on Congress to expand access to business capital for veterans—a core priority for National Invest In Veterans Week® and its focus on long-term economic opportunity for those who served.

In a formal letter to the House Committee on Veterans’ Affairs, the Defense Credit Union Council (DCUC) urged lawmakers to advance H.R. 507, the Veterans Member Business Loan Act, during the June 24, 2025 hearing titled “Empowering Veterans Through Entrepreneurship.” The letter argues that H.R. 507 would remove an outdated cap on certain business loans, allowing credit unions to provide substantially more financing to veteran-owned small businesses.

Under current law, federally chartered credit unions face a 12.25% cap on member business loans as a share of total assets. DCUC notes that this cap can prevent even highly qualified veteran borrowers from receiving loans, despite strong demand among transitioning service members and veteran entrepreneurs.

The letter emphasizes several key points that align with the mission of National Invest In Veterans Week®:

• Veteran entrepreneurs are more likely to seek business funding but are denied at higher rates than non-veterans, often forcing them to rely on personal savings or high-cost lenders.

• Removing the cap for loans to veterans and servicemembers would unlock affordable, mission-driven capital for launching and expanding veteran-owned businesses, without any cost to taxpayers.

• Expanded veteran business lending would support job creation, local economic growth, and community stability, as many veteran business owners prioritize hiring fellow veterans.

• Improved post-service economic opportunity is framed as an investment in military readiness, supporting morale, retention, and a stronger all-volunteer force.

DCUC characterizes H.R. 507 as a “common-sense, bipartisan” measure that simply removes an artificial barrier and allows not-for-profit, mission-driven credit unions to do more for the veteran and military communities they already serve. With more than 30 percent of servicemembers and veterans reportedly relying on credit unions for everyday financial services, the potential impact on veteran-owned small businesses is significant.

For National Invest In Veterans Week®, the DCUC letter underscores a central principle: investing in veterans means structurally increasing access to capital, not just offering symbolic recognition. By modernizing lending rules, Congress can help transform veteran entrepreneurship into a scalable engine for jobs, wealth creation, and long-term economic resilience.

Read the full DCUC letter here:
DCUC Letter to House Veterans’ Affairs — June 24, 2025 (PDF)