Two companies are joining forces this Veterans Day weekend to eliminate $25 million in medical debt for American veterans.
From Nov. 7-11, 100% of the profits from sales at Born Primitive and Black Rifle Coffee Company will go towards lifting a crushing financial burden from thousands of veterans nationwide.
“Veterans sacrifice for our freedom, and too often they return home to fight another battle – medical bills,” said former Navy SEAL Lt. Bear Handlon. “By pledging 100% of profits over Veterans Day weekend for the second year and this year joining forces with Black Rifle Coffee Company, we’re using our platform to lighten the load for our nation’s heroes and give them the freedom they’ve already earned.”
The effort had the goal of paying off $5 million in veterans' medical bills in 2024. Instead, $11 million in medical debt was wiped away for over 5,800 veterans. Handlon said he had meaningful conversations with many of the veterans who were helped last year, leading him to an important realization.
“It really humanized what we were doing and made me realize this is really changing some people’s lives and, in some cases, maybe saving the lives of some people who were in a bad place emotionally, mentally. This is a giant burden we can take out of their rucksack and lighten that load a little bit.”
Handlon said the campaign is rooted in a shared belief between the two companies: we’re stronger together.
“We’re hoping this will bring new people into the brands to shop for a really cool cause,” he said.
Black Rifle Coffee Company co-founder Mat Best said his company was built to serve those who served the nation.
“Our veterans already paid the price for freedom; they shouldn’t have to keep paying the cost of care,” he said. “Wiping out $25 million in veteran medical debt isn’t charity, it’s a promise. A promise that we stand together, shoulder to shoulder, just like we did in the fight. Because when one of us carries a burden, all of us do.”
According to Handlon, over one-third of veterans are worried about being able to afford medical bills, with 1 in 5 carrying medical debt in collections – compared to just 13% of the general population – and more than 33% reporting surprise medical bills exceeding $1,000, even when insured.
Post-9/11 veterans also face heightened risks due to service-related conditions and barriers to care, while those with medical debt are twice as likely to experience eviction or housing insecurity, he said.
The initiative, in partnership with ForgiveCo., does not require applications and those selected for relief will be notified through its random acts of kindness model.
“This debt relief doesn’t just wipe away numbers on a page – it lifts a crushing weight off the shoulders of veterans who can now focus on their health, families, and futures,” said ForgiveCo. President Erik Antico. “Every dollar erased is a message of gratitude that we stand with our nation’s military veterans who made sacrifices for our freedom.”
For more information and to shop the cause, visit Born Primitive and Black Rifle Coffee Company.
Reach Julia LeDoux at Julia@connectingvets.com.