Books-A-Million’s 16th Coffee for the Troops Program Donates More Than 2 Million Cups of Coffee to U.S. Military and VA Hospitals
The tremendously successful 16th Coffee for the Troops campaign delivered smiles to U.S. troops at home and overseas, as well as letters of thanks. Customers at Books-A-Million and 2nd & Charles were overjoyed at the opportunity to express their support for active-duty military personnel and veterans. In October, the new campaign will begin. (Business Wire photo)
“We’ve loved working with Soldiers’ Angels for the 16th Coffee for the Troops campaign, and we’re so proud of our incredible customers for their unwavering dedication and support for our country’s heroes.”
Soldiers’ Angels, a campaign partner, will deliver the coffee contributions to appreciative beneficiaries, which include active-duty troops, veterans, and VA hospital patients.
“We’ve loved working with Soldiers’ Angels for the 16th Coffee for the Troops campaign, and we’re so proud of our incredible customers for their unwavering dedication and support for our country’s heroes,” said Matthew Krenza, Vice President of Books-A-Food Million’s Division. “It’s wonderful to believe that our cooperation is now in its ninth year, and that our visitors’ gratitude grows with each effort. I can announce with great delight and excitement that we exceeded our target by more than 20%!”
During the campaign, which ran from May 1 to May 31, a large number of generous Books-A-Million and 2nd & Charles customers revealed what they’re made of at the register. During checkout at their favourite bookshop, they gave a bag or bags of coffee, and they were even allowed to create a label on each bag with an unique message for the troops. The donated coffee serves as a comforting reminder that their efforts are valued, whether the beneficiaries are stationed here, deployed overseas, or recovering in a VA hospital.
Coffee for the Troops has grown in popularity since its inception in 2012, thanks to the generosity of consumers who enjoy the opportunity to express their appreciation in a tangible way. Each Coffee for the Troops campaign outperforms the last, with the most recent effort surpassing all previous efforts. In October, the 17th Coffee for the Troops campaign will begin.