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

Fresno Invests in Veteran-Owned Businesses: A Local Ordinance Echoing a National Movement

www.investinveteransweek.com

When Fresno City Councilmembers Nick Richardson and Nelson Esparza introduced the Small-Enterprise Relief for Veteran Entrepreneurs (SERVE) Act on May 22, 2025, they were not simply drafting a local ordinance—they were activating a philosophy long championed by our organization: investment as a civic imperative.

Councilmember Esparza’s words captured this ethos clearly:

“When we invest in those who have served, we’re investing in leadership, innovation, and the values that define our community.”

At National Invest In Veterans Week® (NIVW), this belief defines everything we do.

The SERVE Act—offering exemptions from business tax license fees and waiving up to $1,000 in startup costs for new veteran entrepreneurs—affirms what our movement has long understood: that empowering veteran-owned businesses isn’t a subsidy, it’s a strategic investment in American resilience.

It is also a concrete example of what we call investing in veterans by investing with veterans.

The National Legacy Behind the Local Policy

The SERVE Act in Fresno joins a growing tide of local and regional legislation aligned with the mission of National Invest In Veterans Week®, a movement we launched in 2017 and federally trademarked in 2019. Since our founding:

• We have been recognized in the U.S. Congressional Record (March 8, 2024)

• Expanded across 19 U.S. states and 21 international markets

• Established observances like International Veterans Day℠ (March 3) and Jeff Shuford Impact Day℠ (March 7)

• Inspired regionally aligned efforts such as National Invest In America Week℠ (July 1–7)—a modern revival of President Nixon’s 1970 proclamation on economic patriotism

This is more than symbolism. It’s infrastructure—digital, legislative, and community-based.

Fresno’s SERVE Act exemplifies this national infrastructure in motion. By removing fiscal and bureaucratic barriers for veteran entrepreneurs, the city is not just honoring military service; it is activating economic service—with veterans at the helm.

The Shuford Legacy: From National Anthem to Economic Doctrine

This idea of “investing in those who’ve invested in us” has deep roots in our founding team. Jeff Shuford, co-founder of NIVW and retired veteran, is the grandson of Jim Freeman, founding member of The Five Satins and co-author of “In the Still of the Night.”

Jim Freeman was selected to support President Nixon’s 1972 reelection campaign through a patriotic revival music tour—a cultural strategy recorded in the Nixon Presidential Library.

Three years earlier, Nixon had declared the original National Invest-in-America Week:

“Without the private investor, America would simply not be the country we know and love.” — President Nixon, April 27, 1970

Decades later, Jeff Shuford would reinterpret this doctrine into civic infrastructure: trademarking National Invest In Veterans Week®, building Veterans.International, and codifying the Invest In America Challenge™, all while remaining an independent, self-funded advocate of veteran empowerment.

Fresno's Model: Micro-Investment, Macro-Impact

The SERVE Act may seem modest in fiscal scope—waiving fees, covering initial licenses—but it unlocks a broader paradigm:

• Cost relief becomes growth capital

• Policy becomes partnership

• Local government becomes an investor in national capacity

Veteran entrepreneurs like Navy veteran Austin Naes, founder of MAYHEM Fitness in Fresno, understand this deeply:

“That’s more money we can invest into equipment, hopefully expand our facility so we can cater more to the community.”

This local action resonates with the ethos we’ve cultivated across every domain, podcast, magazine, and regional alliance under our umbrella.

Conclusion: The Future of Veteran Empowerment Is Regionalized Investment

Fresno’s proposed ordinance may begin as a city-level act—but its philosophy belongs to a much larger movement. One where cities, counties, and regions actively invest in leadership, not just commemorate it.

From a single ordinance in California to national observances recognized by Congress, we continue to affirm:

To invest in veterans is not charity. It is strategic civic capital.
And Fresno’s SERVE Act is investing wisely.

For more on how National Invest In Veterans Week® supports veteran-led economic development, visit:
www.investinveteransweek.com

Or explore how your city can activate the Invest In America Challenge™ at:
www.investinamericaweek.com

Let us help your region invest in the future—by investing with those who served.