It’s the simple comforts of home, like a freshly brewed cup of coffee, that offer a sense of serenity to deployed U.S. soldiers and veterans. During Military Appreciation Month, Books-A-Million, in collaboration with Soldiers’ Angels, is launching its 10th Coffee for the Troops campaign Sunday, April 29 – Tuesday, May 29. Customers can gift the taste of home to the nation’s service men and women by purchasing a bag of freshly ground Joe Muggs Coffee at any Books-A-Million location or online. For every five customer-donated bags, Books-A-Million will contribute one.
“The continued support our customers show toward Coffee for the Troops is a testament to its how important it is to recognize our service members, and we’re proud to have offered this program for the past six years,” said Scott Kappler, chief marketing officer for Books-A-Million. “As we work with Soldiers’ Angels again this year, our hope is to continue to increase donations so we can provide even more soldiers and veterans with this token of gratitude for their service.”
Since 2012, Books-A-Million has partnered with Soldiers’ Angels to donate more than 494,000 bags of coffee to troops, veterans and VA hospitals, to be distributed by July 4 every year. The company has exceeded its Coffee for the Troops goals each year, showing the positive impact that comes from strength in numbers. Last year, Books-A-Million customers rallied together to donate 62,000 bags of coffee for the Independence Day campaign, which surpassed its goal by 12,000 bags.
“Many of us take coffee for granted as part of our everyday routine,” said Amy Palmer, President and CEO of Soldiers’ Angels. “For the brave men and women serving our country, a fresh cup of coffee is a luxury item as well as a reminder of home. Many deployed service members are located in hard-to-reach areas with little supplies, making coffee one of the most requested items we receive. Thanks to Books-A-Million, we are able to provide them with this simple token of appreciation for their service and sacrifice.”
Participating customers can take their contributions a step further by leaving a personalized message on each donated bag to show their appreciation for U.S. soldiers.