100% OF PROFITS · NOVEMBER 5-11 2026
We're eliminating up to $35 Million of Medical Debt.
100% of profits from our online stores only, Nov. 5-11, will go directly to paying off up to $35 million in veteran and first responder medical debt.
VISIT BORN PRIMITIVE VISIT BLACK RIFLE

HOW FAR WE'VE COME

In 2024, Born Primitive pledged 100% of Veterans Day Weekend profits to eliminate $5 million in veteran medical debt. You more than doubled it, paying off $11 million. Last year, Black Rifle Coffee Company joined the mission and together we paid off $35 million. To date, Operation Debt of Gratitude has now erased more than $50 million in medical debt for more than 25,000 veterans. If we hit this year's goal, that total passes $85 million.

  • of profit donated

  • of medical debt erased

  • veterans and families supported
SHOP BORN PRIMITIVESHOP BLACK RIFLE
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STRONGER TOGETHER

WHY WE GIVE

This Veterans Day, Born Primitive and Black Rifle Coffee Company are joining forces again to eliminate up to $35 million in medical debt for an estimated 20,000 veterans and, for the first time, first responders. Paying off a medical bill does more than clear a balance. It gives the people who served room to focus on their health, their families and their futures without that weight on them.

HOW YOUR SUPPORT HELPS

  • 1

    YOU SHOP

    Order anything from bornprimitive.com, BP's Flagship Store or blackriflecoffee.com between Nov 5 - Nov 11. 

  • 2

    WE GIVE

    Born Primitive and Black Rifle Coffee Company donate 100% of profits up to $35 million dollars. 

  • 3

    VETERANS & FIRST RESPONDERS BENEFIT

    $35 million is estimated to pay off medical debt for estimated 20,000 Veterans and First Responders. 

THEIR STORIES, YOUR IMPACT

  • "You saved my life. What you did went far beyond paying a bill. It changed the trajectory of my life at a moment when I was struggling deeply."

    Daniel P.

    U.S. Navy Veteran, MM2, 4.5 years of service aboard the USS John C. Stennis

  • "As a cop, I'm used to showing up for people on the worst day of their lives. But in that moment, you were that for me. You showed up for me."

    Brooke K. 

    U.S. Army Veteran and police officer

  • "We've been fighting this debt for a while, so to receive this news is such an incredible feeling. We feel extremely grateful and blessed."

    Mark and Cristine G.

    -Mark, retired U.S. Army Veteran, 22 years of service.

    -Cristine, retired U.S. Air Force Veteran, 20 years of service

  • "Today was a very dark and discouraging day for me until I received this great news. It instantly converted my day of doom and gloom into one of Hope and Gratitude."

    Quinn R. 

    U.S. Army National Guard & U.S. Navy Veteran

  • "Sometimes it's either pay for gas that week or pay the bill. For people like me, what you paid off might as well have been a million dollars. - Don't give up. Things always seem to get darker before they get better. Find something to hold onto until the light comes. You guys were that light for me."

    Valerie L.

    U.S. Air Force Veteran, 4 years of service, Air Security Police

  • "Having this debt relieved will help me move in the right direction and continue rebuilding my credit. I'm incredibly grateful and appreciative. It's amazing what you're doing for veterans."

    Jaylen L.

    U.S. Air Force Veteran, 4 years of service

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JOIN US AND SHOP THE CAUSE

STRONGER TOGETHER

The campaign ends Nov 11, 2026. Make your purchase count.

SHOP BORN PRIMITIVESHOP BLACK RIFLE