Veteran Shopping Guide

Shop Veteran-Owned: Brands Founded by Those Who Served

One of the most direct ways to back the military community is to buy what veterans build. Across the country, men and women who served have started companies that make coffee, clothing, fitness nutrition, outdoor gear and more — and many of them sell on Amazon.

This guide collects veteran-founded brands by category, with a short note on who started each one and what they make. Every founder’s service is checked against a published source, so you can shop knowing whose business you’re buying from.

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Simple Purchase is itself a veteran-founded business. Read about our mission.

Veteran-Founded Brands by Category

Twelve brands across seven categories, each with a verified founder.

Coffee

Black Rifle Coffee Company

Founded in 2014 by Evan Hafer, who served about 20 years in the U.S. Army, roughly 15 of them as a Green Beret. Shop roasts like Freedom Roast and Just Black.

Apparel and Footwear

Grunt Style

Founded by U.S. Coast Guard veteran Jamie Jenks. Small-batch roasts such as the medium-dark Big Iron Blend.

Fitness and Nutrition

Jocko Fuel

Founded by Jocko Willink, who spent 20 years in the Navy SEAL Teams and commanded SEAL Team Three. Protein powders and shakes, hydration mixes, energy drinks and supplements.

Snacks and Pantry

Tactical Snacks

The founded by Tactical Snacks are Greg Potapenko and Paul Tedford. Greg served in the Canadian Army veteran who served more than 20 years, reaching a senior noncommissioned officer rank.

Paul is professional competitive archer who developed specialized supplements to support concentration, mental focus, and performance during shooting competitions.

The General’s Hot Sauce

The founder and CEO of The General’s Hot Sauce is Dan Ballister, a U.S. Navy veteran and graduate of the United States Naval Academy.

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