Operation Debt of Gratitude: Forgiveness Surpasses Expectations as $34 Million in Veteran Medical Debt is Eliminated
In a remarkable show of community support, veteran-owned brands Born Primitive and Black Rifle Coffee Company have exceeded their initial goal of erasing $25 million in veteran medical debt by a staggering 36%. Through their joint initiative known as "Operation Debt of Gratitude," the two companies successfully wiped out an impressive $34 million in medical debt held by thousands of military veterans across the United States. This initiative took place from November 7 to 11, during which both brands pledged to donate 100% of their online sales profits to address the issue. The incredible response from consumers nationwide not only surpassed projections but also positioned this initiative among the largest acts of medical debt forgiveness for veterans in history.
Bear Handlon, the co-founder and CEO of Born Primitive, and a former U.S. Navy SEAL Lieutenant, expressed profound gratitude for the overwhelming support, stating, "Veterans have already paid the highest price for our freedom, and the fact that any veteran is faced with battling medical debt is unacceptable. 'Operation Debt of Gratitude' set a bold goal at $25 million, but our customers showed up in bigger force than we could've imagined. Surpassing our goal by this amount proves that when a mission matters, our community answers the call."
The need for such initiatives is critical, as veterans face significant financial challenges. Statistics reveal that over one-third of veterans are anxious about affording necessary care, and one in five finds themselves with medical debt in collections, a rate that is nearly double the national average. Furthermore, more than 33% of veterans report unexpected medical bills that exceed $1,000, and post-9/11 veterans bear the heaviest burden due to service-related issues compounded by gaps in VA care. This financial stress often leads to evictions or housing instability.
Mat Best, Co-Founder and Chief Creative Officer of Black Rifle Coffee Company, noted the impact of the initiative by stating, "Our mission has always been to support and uplift the veteran community, and this initiative is a powerful example of that mission in action. Eliminating $34 million in medical debt isn't just a number; it represents thousands of veterans who can move forward without an unfair financial burden."
In collaboration with ForgiveCo, an organization focused on debt relief for consumers, qualifying medical debt will be acquired and forgiven without requiring any applications from the veterans. Beneficiary veterans will begin to receive letters in their mailboxes notifying them of their debt forgiveness before the year concludes.
Among those directly impacted by this monumental achievement is Mara C., a U.S. Army veteran and Gold Star spouse from Denver, Colorado. Following the loss of her husband in Iraq and facing a serious car accident, Mara found herself burdened with over $341,000 in medical debt. Thanks to "Operation Debt of Gratitude," her entire debt balance has been eliminated.
Erik Antico, the President of ForgiveCo, expressed the broader implications behind this initiative, stating, "The number is staggering, but the impact goes so much deeper – lives changed, burdens lifted, and families finally able to breathe again. Eliminating $34 million in veteran medical debt is proof of what can happen when mission-driven brands join forces for something bigger than themselves."
The success of this year's initiative builds directly upon Born Primitive's previous efforts in 2024, which successfully eliminated $11 million in medical debt for nearly 6,000 veterans. Combined, these two brands have generated over $47 million in medical debt relief for the veteran community.
In light of the overwhelming public response to this initiative, Born Primitive plans to expand its impact further in 2026, leveraging this success as proof that the mission resonates with people across the nation and addressing the critical medical debt crisis faced by veterans head-on.
For more information about these initiatives and how you can contribute to supporting veterans, visit Born Primitive at www.bornprimitive.com and Black Rifle Coffee Company at www.blackriflecoffee.com.
Bear Handlon, the co-founder and CEO of Born Primitive, and a former U.S. Navy SEAL Lieutenant, expressed profound gratitude for the overwhelming support, stating, "Veterans have already paid the highest price for our freedom, and the fact that any veteran is faced with battling medical debt is unacceptable. 'Operation Debt of Gratitude' set a bold goal at $25 million, but our customers showed up in bigger force than we could've imagined. Surpassing our goal by this amount proves that when a mission matters, our community answers the call."
The need for such initiatives is critical, as veterans face significant financial challenges. Statistics reveal that over one-third of veterans are anxious about affording necessary care, and one in five finds themselves with medical debt in collections, a rate that is nearly double the national average. Furthermore, more than 33% of veterans report unexpected medical bills that exceed $1,000, and post-9/11 veterans bear the heaviest burden due to service-related issues compounded by gaps in VA care. This financial stress often leads to evictions or housing instability.
Mat Best, Co-Founder and Chief Creative Officer of Black Rifle Coffee Company, noted the impact of the initiative by stating, "Our mission has always been to support and uplift the veteran community, and this initiative is a powerful example of that mission in action. Eliminating $34 million in medical debt isn't just a number; it represents thousands of veterans who can move forward without an unfair financial burden."
In collaboration with ForgiveCo, an organization focused on debt relief for consumers, qualifying medical debt will be acquired and forgiven without requiring any applications from the veterans. Beneficiary veterans will begin to receive letters in their mailboxes notifying them of their debt forgiveness before the year concludes.
Among those directly impacted by this monumental achievement is Mara C., a U.S. Army veteran and Gold Star spouse from Denver, Colorado. Following the loss of her husband in Iraq and facing a serious car accident, Mara found herself burdened with over $341,000 in medical debt. Thanks to "Operation Debt of Gratitude," her entire debt balance has been eliminated.
Erik Antico, the President of ForgiveCo, expressed the broader implications behind this initiative, stating, "The number is staggering, but the impact goes so much deeper – lives changed, burdens lifted, and families finally able to breathe again. Eliminating $34 million in veteran medical debt is proof of what can happen when mission-driven brands join forces for something bigger than themselves."
The success of this year's initiative builds directly upon Born Primitive's previous efforts in 2024, which successfully eliminated $11 million in medical debt for nearly 6,000 veterans. Combined, these two brands have generated over $47 million in medical debt relief for the veteran community.
In light of the overwhelming public response to this initiative, Born Primitive plans to expand its impact further in 2026, leveraging this success as proof that the mission resonates with people across the nation and addressing the critical medical debt crisis faced by veterans head-on.
For more information about these initiatives and how you can contribute to supporting veterans, visit Born Primitive at www.bornprimitive.com and Black Rifle Coffee Company at www.blackriflecoffee.com.
Topics Policy & Public Interest）
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