There’s an expression in the field: “Never underestimate the power of a good cup of joe.” Thanks to Books-A-Million‘s Coffee for the Troops campaign in partnership with Soldiers’ Angels, that ethos isn’t just a saying, it’s a mission.

The initiative began in 2012, allowing associates and customers to purchase a bag of Joe Muggs coffee and donate it directly to deployed Service Members and Veterans—including those in VA hospitals. The campaign is launched biannually in the spring and fall, with full coffee displays in Books-A-Million stores. Not only can customers purchase the bags to be donated, but they are also invited to share words of encouragement on the bag, making the donation even more meaningful.

Once a bag of Joe Muggs is donated, Soldiers’ Angels ships it to Service Members deployed around the world or to Veterans in VA facilities. A bag of coffee does so much more than energize; it delivers a taste of home, a boost to morale, and a reminder that they’re not forgotten.

“When our deployed service members and VA patients are away from home, a hot ‘cup of Joe’ that tastes of home can be the exact pick-me-up they need.” – Amy Palmer, Soldiers’ Angels President and CEO. 

Impact and Milestones

The partnership between Soldiers’ Angels and Books-A-Million has a rich history of success, propelled by the kindness and generosity of our customers. 

• The Spring 2023 campaign brought in a staggering 60,000 donated bags of Joe Muggs Coffee for Service Members and Veterans.
• The Spring 2024 campaign collected 73,000 bags—and with a 10% match from Royal Cup Coffee, the total increased to 80,837 bags, with a retail value exceeding $1 million, the highest in campaign history!
• Since its inception, the program has surpassed 1 million bags donated, underscoring the enduring impact of the Books-A-Million / Soldiers’ Angels team-up.

For those deployed in remote or challenging environments, a hot cup of coffee is more than a caffeine fix—it’s a connection. It brings a moment of normalcy, a sense of home, and a morale boost. Veterans in VA hospitals also benefit; coffee can spark conversation, offer comfort, and demonstrate continued appreciation.

“How You Can Rally” – Get in on the Campaign

1. The campaign runs twice a year—in spring and fall—at all Books-A-Million stores nationwide.
2. When checking out, buy a bag of Joe Muggs coffee and opt to donate it to the troops—Soldiers’ Angels takes it from there.
3. Missed the in-store period? Donate online. Each care package costs about $25 to ship—the funds go directly toward covering shipping costs.

Saluting Books-A-Million

A heartfelt thank you goes to Books-A-Million, its associates, customers, and roasting partner Royal Cup Coffee. Their unwavering support has helped deliver comfort and spread goodwill worldwide to those who serve and have served.

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