BIRMINGHAM, Ala.--(BUSINESS WIRE)--Books-A-Million’s 16th Coffee for the Troops program concluded on May 31, boasting the best results in the history of this popular campaign. While the original donation goal was set at 70,000 bags of coffee, the final count was 93,264 bags—that translates to 2,051,808 cups of freshly ground Joe Muggs Coffee in the hands of the brave men and women who serve or have served our nation.
Campaign partner Soldiers’ Angels will distribute the coffee donations to the grateful recipients, who include active-duty military, veterans and patients in VA hospitals.
“We’ve cherished the opportunity to work with Soldiers’ Angels for the 16th Coffee for the Troops campaign, and we are proud of our amazing customers for their passion and support of our country’s heroes time after time,” said Matthew Krenza, Vice President of the Food Division at Books-A-Million. “It’s incredible to think that this partnership is in its ninth year and that the goodwill of our guests continues to grow with each effort. It is with great pride and joy that I share that we beat our goal by over 20 percent!”
Scores of generous Books-A-Million and 2nd & Charles customers showed what they’re made of at the register during the campaign, which took place throughout the month of May. They donated a bag or bags of coffee during checkout at their favorite bookstore and were even able to personalize a label on each bag with a special message for the troops. Whether the recipients are stationed stateside, deployed overseas or recuperating in a VA hospital, the donated coffee serves as a warm reminder that their sacrifices are appreciated.
Since its first run in 2012, Coffee for the Troops has been increasingly successful, fueled by the generosity of customers who appreciate the opportunity to show their gratitude in a concrete way. Each Coffee for the Troops program achieves better results than the last, with this latest effort outdoing all others to date. Look for the 17th Coffee for the Troops campaign to kick off in October.
To find your nearest Books-A-Million and Joe Muggs location, visit booksamillion.com/storefinder.
Books-A-Million is a well-established source for books, toys, games, collectibles and gifts for every age and interest. Operating more than 200 locations in 32 states as well as a thriving online store, Books-A-Million delivers top-notch customer service and remarkable value through special offers, exclusive sales and the award-winning Millionaire’s Club.
Books-A-Million has seen exponential growth over more than 100 years in business, from its humble origin in 1917 as a newsstand in Florence, Ala., to its current status as the second-largest bookseller in the United States.
ABOUT SOLDIERS’ ANGELS
Soldiers' Angels is a national 501(c)(3) nonprofit that provides aid, comfort and resources to the military, veterans and their families. Founded in 2003 by the mother of two American soldiers, hundreds of thousands of Soldiers' Angels "Angel" volunteers assist veterans, wounded and deployed personnel and their families in a variety of unique and effective ways. (Tax ID# 20-0583415.) Learn more at soldiersangels.org. Learn more about Soldiers’ Angels Home of the Brave at homeofthebravecampaign.com.