In partnership with ForgiveCo, the veteran-owned brands are pledging 100% of profits Veterans Day weekend to eliminate a financial burden for thousands of American heroes

This Veterans Day weekend, Black Rifle Coffee Company and Born Primitive, in partnership with ForgiveCo, are uniting under one powerful mission: to forgive up to $25 million in medical debt for over ten thousand military veterans. From November 7-11, 100% of profits from both companies will go towards lifting a crushing financial burden from thousands of veterans across the country, until our goal is met. To learn more about how ForgiveCo. executes this critically important mission, go to forgiveco.com to learn more.

“Black Rifle Coffee was built to serve the people who served this country. Our veterans already paid the price for freedom, they shouldn’t have to keep paying the cost of care,” said Mat Best, Co-Founder of Black Rifle Coffee Company. “Helping wipe 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.”

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 face heightened risks due to service-related conditions and barriers to VA care, while those with medical debt are twice as likely to experience eviction or housing insecurity. With this effort, Black Rifle Coffee Company and Born Primitive have created a path for fellow Americans to help. With each online purchase at either brand, the brands will contribute to ForgiveCo. and veterans will see much-needed relief until the goal is met. Each purchase represents more than a transaction, it is a lifeline for our nation’s heroes.

“Veterans sacrifice for our freedom, and too often they return home to fight another battle – medical bills,” says Bear Handlon, co-founder/CEO of Born Primitive and former U.S. Navy SEAL Lieutenant. “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.”

“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 Erik Antico, President of ForgiveCo. “Every dollar erased is a message of gratitude that we stand with our nation’s military veterans who made sacrifices for our freedom.”

Both Black Rifle Coffee Company and Born Primitive are steadfast supporters of the military community. They’ve delivered more than millions in impact for veterans, first responders, and cancer prevention causes since the companies were founded.

Shoppers can participate simply by making a purchase online from Black Rifle Coffee Company and Born Primitive between November 7–11. Every product sold fuels direct impact, translating into real dollars that will forgive veteran medical debt and deliver relief.

For more information and to shop the cause, visit www.blackriflecoffee.com and www.bornprimitive.com.

About Black Rifle Coffee Company:

Black Rifle Coffee Company (BRCC) is a mission-driven coffee company founded in 2014 by former Green Beret Evan Hafer. Built by veterans for those who love America, BRCC offers premium small-batch coffee and boldly celebrates freedom, service, and country. Through every bag of coffee sold, BRCC invests in initiatives that uplift veterans, active-duty military, and first responders. With a nationwide following and expanding retail presence, BRCC is redefining what it means to serve after service. Visit www.blackriflecoffee.com to learn more.

About Born Primitive:

Born Primitive was founded in 2014 by former Navy SEAL Lieutenant Bear Handlon and Co-Founder Mallory Riley out of a passion for Olympic weightlifting and CrossFit. Currently, the apparel and footwear brand offers over 1,200 products featuring a collection of athletic and lifestyle apparel for men and women including fitness apparel, athleisure, tactical, outdoor/hunting, denim, workwear, performance footwear and more.

Born Primitive was created out of the mission to inspire individuals to relentlessly pursue their dreams. Since 2014, they have grown into a global, 9-figure athletic and lifestyle apparel brand rooted in being the brand of the driven and supporting those who serve. It's through their purpose-driven ethos that they have been able to drive over $13 million in impact for aligned causes, small businesses, and those in need. With the right balance of grit, determination and discipline, Born Primitive exists to empower individuals to become the best version of themselves.

About ForgiveCo:

To learn more, please visit: forgiveco.com

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