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.
Fresno Invests in Veteran-Owned Businesses: A Local Ordinance Echoing a National Movement
When the Fresno City Council introduced the SERVE Act to reduce startup costs for veteran-owned businesses, it wasn’t just a local legislative gesture—it echoed a nationwide doctrine long championed by National Invest In Veterans Week®: that investing in veterans means investing with veterans.
This ordinance, which waives licensing fees and up to $1,000 in startup costs for veteran entrepreneurs, directly reflects the same values we institutionalized through National Invest In America Week℠ and the Invest In America Challenge™. It mirrors our belief—rooted in the words of President Nixon in 1970 and carried forward by Jeff Shuford—that economic empowerment is a civic obligation.
Just as Shuford transformed his grandfather Jim Freeman’s musical legacy into a framework of civic architecture, Fresno is turning policy into participation. It proves that when cities empower veterans, they do more than honor service—they invest in America’s entrepreneurial future.
🫡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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![A man in a blue suit and white shirt standing in front of an American flag against a black background.]()
Retired U.S. Army First Sergeant Kevin D. Shoun
Senior Advisor | Civic Leadership and Policy Development
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![A woman with blonde hair smiling in front of an American flag and a black background with a logo that says 'National Invest in Veteran Owned Business Week.']()
Sara Pomposo
Chief Advisor | Audience Growth & Strategic Syndication
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![A man in a red shirt holding a music award trophy, standing next to a framed platinum record plaque on display, with framed posters and awards hanging on the wall behind him.]()
Jim Freeman of The Five Satins
GRAMMY Hall of Famer | Brand Ambassador
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![A man with gray hair and glasses stands behind a music stand, speaking into a microphone while using hand gestures, against a dark background.]()
Pastor Ron Henson
Social Impact Advisor | Navy Veteran
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![A man in a U.S. military uniform in front of an American flag.]()
LTC Rickey L. Pope USA, Ret.
CO-FOUNDER | Retired Army Veteran, Retired Firefighter
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![A man in a gray blazer and shirt posing with arms crossed in front of a city skyline at dusk, with buildings and a bridge reflected in the water.]()
Jeff Shuford
CO-FOUNDER | Iraq War Veteran & Military Spouse
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![Three men in a discussion in an office break room with black and white geometric wallpaper. One man with a beard, wearing glasses and a suit, is talking to a bald man wearing a black sweater, who is making a gesture with his hands. The third man with dreadlocks, dressed in a blue suit and holding papers, listens attentively.]()
Drayton Florence
CO-FOUNDER | NFL Veteran & Military Brat
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![A smiling man with glasses, wearing a green sweater over a striped collared shirt, standing with crossed arms in an office space near a window, with framed certificates on the wall behind him.]()
Erik M. Pelton & Associates, PLLC
Trademark Attorney | Veteran IP Advocate
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![A man in a green vest with a plaid shirt and bow tie standing in front of a booth labeled 'Body Aqua' at a trade show or expo.]()
CPT Sherman WIlliams, USA, Ret.
Advisor | Retired Army Veteran
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![Two men in business suits having a meeting in an office with a window showing a city view, discussing a presentation on a laptop.]()
Brandon Sugar
Legacy UX/UI Designer | Army Veteran
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![A young man with dark hair styled back, light eyes, and a light beard, wearing a blue suit and white shirt, looking at the camera.]()
Mike Bicek
Creative Director | Army Veteran
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![A small brown and black puppy sitting on a red folding chair at the beach, with sunglasses and a colorful bag in the background.]()
Private Jewel
Co-Founders Pup | Biewer Terrier
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![A smiling man wearing sunglasses and a striped white shirt.]()
Lonnell McCall I
Sr. Spokesperson | Retired Navy Veteran
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Celeste Everett
Legacy IT Consultant | Army Veteran
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![Composite image of three young men dressed as a graduate, a football player, and a young man in formal wear against a stadium background.]()
Lonnell McCall II
Jr. Spokesperson | Military Brat
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![Close-up of a young man with dark brown hair, styled back, with light eyes, a light beard, and wearing a dark shirt, standing in front of a background with horizontal lines.]()
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.”