BIRMINGHAM, Ala.--(BUSINESS WIRE)--Warm your heart with a simple cup of coffee! Books-A-Million’s biannual Coffee for the Troops campaign is back, bringing java into the hands of U.S. troops and veterans stateside and abroad. From April 30 through May 30, customers can provide a taste of home to the country’s bravest men and women by purchasing a bag of freshly ground Joe Muggs Coffee to donate from any Books-A-Million store location or online at booksamillion.com. To sweeten the deal, Books-A-Million will donate one bag of coffee for every five customer-purchased bags. All donations will be distributed by Soldiers’ Angels to deployed troops overseas, as well as veterans and VA hospitals across the country in time for Independence Day on July 4!
“Year after year, Coffee for the Troops has proven to be a worthwhile salute to the brave citizens who keep this country free and safe,” said Natalie Blankenship, café buyer for Books-A-Million. “Our hope is to once again exceed our goals while warming hearts with the tastes of home. Thanks to our invaluable partnership with Soldiers’ Angels, a lofty goal like this is not only possible, but also a small way to honor our loyal U.S. troops and veterans for the holiday that celebrates our nation’s freedom.”
The partnership between Books-A-Million and Soldiers’ Angels has donated more than 320,000 bags of coffee to troops, veterans and VA hospitals since 2012. Each year, the company has exceeded its ‘Coffee for the Troops’ goals, demonstrating the dedication from large numbers of customers who are set on making a difference. During last year’s Independence Day campaign, Books-A-Million customers donated 62,000 bags, surpassing its goal by 12,000 bags.
“Many of us take coffee for granted, perhaps even as an everyday necessity,” said Amy Palmer, President and CEO of Soldiers’ Angels. “For the brave men and women serving our country, it is not only a luxury but also a poignant taste of home. Some have been away from home for years at a time and this familiar taste can really propel them through the tough circumstances they face. It is far and away the most requested item we receive, and thanks to Books-A-Million, we are able to provide them with this simple token of our deep appreciation for their sacrifices.”
Customers can also leave a personalized message on each donated bag to show appreciation and recognition to the troops and veterans. In exchange for their donation, participating customers will receive a button to wear and show their support (while supplies last).
Books-A-Million, headquartered in Birmingham, Ala., is the second largest chain of bookstores in the United States. Books-A-Million got its start in 1917 as a magazine stand in Florence, Ala., and now operates more than 250 stores in the 32 states as well as an online store at http://www.booksamillion.com. While Books-A-Million’s presence has grown, the goal has remained the same: to serve each community with the best selection of books, toys, tech and more, all at great prices. Find the nearest Books-A-Million at http://www.booksamillion.com/storefinder.