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OPERATION: DEBT OF GRATITUDE
For Veterans Week, 100% of profits from Black Rifle Coffee and Born Primitive go toward eliminating medical debt for our nation’s heroes. This isn’t just a campaign. It’s a movement to honor sacrifice with action. Every purchase helps heal the financial wounds of those who’ve served. So grab your coffee. Gear up. And help us reach $25 million in impact. Together, we can give back to those who’ve given everything.

THEIR STORIES | YOU'RE IMPACT

"This is life changing. It's a step in the right direction"
$8,359 paid off
William T. Abilene, TX U.S. Marine Corps
"It feels in-credible- almost like a miracle"
$182,896 paid off
Wesley M. Fort Worth, TX U.S. Marine Corps
"This is a big up-grade in life for me and my family."
$1,445 paid off
Vincent Y. Arizona U.S. Army
"It feels almost unbelievable I'm still processing it."
$11,003 paid off
Bri K. TX U.S. Army
"It's never too late to build the life you want."
$1,946 paid off
Precious D. Baton Rouge, LA U.S. Army
"I cried like a baby, no ones ever done anything like this for me."
$4,012 paid off
Travis W. Madison, AL U.S. Army
"I'm picking up his pieces and trying to keep them together."
$1,507 paid off
Tasha N. (Wife, caregiver) Newton, TX U.S. Army
"This is the first time in a long time I felt seen as a veteran."
$23,397 paid off
Samuel J. Everman, TX U.S. Army
"This gave me the courage to believe in people again."
$1,025 paid off
Mitchell W. Spirit Lake, ID U.S. Army
"This gives me a fresh start for myself and my family."
$1,152 paid off
Dallas L. Longmont, CO U.S. Marine Corps
"This is life changing. It's a step in the right direction"
$8,359 paid off
William T. Abilene, TX U.S. Marine Corps
"It feels in-credible- almost like a miracle"
$182,896 paid off
Wesley M. Fort Worth, TX U.S. Marine Corps
"This is a big up-grade in life for me and my family."
$1,445 paid off
Vincent Y. Arizona U.S. Army
"It feels almost unbelievable I'm still processing it."
$11,003 paid off
Bri K. TX U.S. Army
"It's never too late to build the life you want."
$1,946 paid off
Precious D. Baton Rouge, LA U.S. Army
"I cried like a baby, no ones ever done anything like this for me."
$4,012 paid off
Travis W. Madison, AL U.S. Army
"I'm picking up his pieces and trying to keep them together."
$1,507 paid off
Tasha N. (Wife, caregiver) Newton, TX U.S. Army
"This is the first time in a long time I felt seen as a veteran."
$23,397 paid off
Samuel J. Everman, TX U.S. Army
"This gave me the courage to believe in people again."
$1,025 paid off
Mitchell W. Spirit Lake, ID U.S. Army
"This gives me a fresh start for myself and my family."
$1,152 paid off
Dallas L. Longmont, CO U.S. Marine Corps

Born from the spirit of service, Black Rifle Coffee Company was founded in 2014 by Special Operations Veterans with one mission: to serve great coffee to people who love America. Every roast we craft is fueled by the values we learned in uniform: integrity, excellence, and commitment to something bigger than ourselves.

We are proud to be Veteran founded and operated, giving back to those who have sacrificed for our freedom, including our brothers and sisters in the military, law enforcement, and first responder communities.

Shop Black Rifle

Born Primitive, founded in 2014, is an apparel brand built for the relentless and the driven. The company was created for those who chase their dreams with grit, determination, and a desire to better themselves and their communities.

Forged in the gym, Born Primitive embodies the spirit of hard work, growth, and transformation. As a veteran-owned company, it stands proudly in support of those who serve and honors the sacrifices made in defense of freedom. Rooted in patriotism, Born Primitive celebrates the values that unite Americans and inspires others to pursue their purpose with strength, resilience, and pride.

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