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Honorguard Coffee Expands Mission to Better Support Veterans

  • person Steven Ferguson
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Honorguard Coffee Expands Mission to Better Support Veterans

Expanding Our Mission: A New Chapter for Honorguard Coffee

When I founded Honorguard Coffee in April 2023, the mission was clear: combat the veteran suicide crisis by supporting organizations that provide service dogs to veterans. This was personal for me—my service dog, Venus, changed my life in ways I could never fully put into words. At the time, I was convinced that service dogs were the answer to ending the crisis.

But as my journey continued—through my experience with psychedelic-assisted therapy, thanks to The Heroic Hearts Project, and through my work advising and assisting veteran-led nonprofits—I came to realize my initial assessment was incomplete.

Honorguard Coffee: Expanding Our Mission to Support Veterans

As of today, Honorguard Coffee is expanding its mission beyond service dog organizations to support veteran-led initiatives that are actively fighting the suicide crisis in new and effective ways.

While service dogs remain an essential part of the solution, they are just one piece of a much larger puzzle. There is no one-size-fits-all approach to veteran healing. Some veterans find solace and purpose through service dogs, others through horticultural therapy, anti-suicide gaming communities, or innovative crisis response apps. What I’ve learned through my work with these organizations is that the most impactful solutions come from veterans helping veterans—grassroots movements fueled by personal experience, deep passion, and unwavering commitment to the cause.

By broadening our focus, we’re not just supporting coffee for veterans—we’re actively investing in the people and organizations that are creating real, measurable change in veteran mental health.

How We’re Making an Impact

To support this expanded mission, Honorguard Coffee will be providing organizational consulting to help empower veteran founders leading these initiatives. My career path has given me deep experience in startup development, team building, and traction-based scaling—critical skills that are just as necessary for nonprofits as they are for for-profit ventures. We’ll be using this expertise to help veteran leaders build stronger, more sustainable organizations that can maximize their impact.

This isn’t a decision we made lightly. John and I have spent months discussing this possibility, carefully weighing both the opportunities and risks. But at its core, our mission remains the same: combat the veteran suicide crisis. This expansion allows us to pursue that goal more effectively, ensuring that every dollar, every hour, and every ounce of effort is going where it can make the biggest difference.

A Veteran-Led Movement Worth Supporting

I wish you could see what I see—the coalition of veterans coming together to take on this crisis is truly inspiring. It’s exciting. We’re not just talking about change; we’re building it.

In the coming months, I’ll be introducing you to the incredible veteran leaders and organizations who are out there fighting this fight every single day. They are the reason we stand a real chance of ending the crisis, and I want you to know their names, their missions, and the incredible work they’re doing.

How You Can Help

This movement doesn’t happen without you. Every time you purchase Honorguard Coffee, you’re not just buying veteran coffee—you’re actively helping support veterans and fund the organizations that are making a difference. Your support enables something far greater than a coffee company—it fuels a mission.

And if you know a veteran who is founding, wants to found, or has recently founded a nonprofit to combat the suicide crisis, and you think they could benefit from our support, please connect us. We want to help them succeed.

Thank You for Being Part of This Journey

I mean it when I say—we couldn’t do this without you. Your support, your belief in this mission, and your willingness to stand alongside us make all the difference. You are the foundation of this movement, and I’m humbled by that every single day.

Stay tuned. Big things are happening.

With deep gratitude,

Steven
CEO, Honorguard Coffee

P.S. If you have questions, concerns, or just want to talk more about this, reach out—I’d love to hear from you. And if you want to continue supporting this mission, grab a bag of Honorguard Coffee today and know that every sip goes toward something bigger than just a cup of coffee.

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