In 2022, Tom Hanks launched a coffee company dedicated to supporting U.S. veterans; 100% of its profits are directed to military families nationwide

In 2022, Tom Hanks launched a coffee company dedicated to supporting U.S. veterans; 100% of its profits are directed to military families nationwide. The actor created the business with a mission to support organizations working with veterans, service members and their families. The company, initially known as Hanx Coffee, is now called Hanks for Our Troops. It sells ground coffee and single-serve pods in different roasts and flavors. Its products are sold through its website and at Walmart stores across the country. Hanks has also used the company website to highlight businesses and resources connected with veterans and military communities.

Tom Hanks launched the coffee company with a mission for veterans

In 2022, Tom Hanks launched a coffee company dedicated to supporting U.S. veterans; 100% of its profits are directed to military families nationwide. The company was originally called Hanx Coffee and is now known as Hanks for Our Troops.


The business was created with one stated purpose: to make and sell coffee while directing its net profits to organizations that support military veterans and their families. Hanks does not take personal profit from the company.

The brand works with several organizations. These include the Bob Woodruff Foundation, The Headstrong Project, Hire Heroes USA and Student Veterans of America. These groups work in areas that include veteran support, employment, mental health resources, education and assistance for military communities.

Hanks has described the business as a way to give back to people who volunteered to serve the United States. The company says its mission is connected to supporting veterans and their families through its business operations.

What coffee does the brand sell?

Hanks for Our Troops sells coffee in ground and single-serve pod formats. The ground coffee range includes dark roast, medium roast and decaf options. The single-serve pods include dark, medium and decaf versions. The company also sells flavored pods, including chocolate turtle and salted caramel. Seasonal varieties are also part of the product range.

Customers can buy the products online through the Hanks for Our Troops website. The coffee is also sold at Walmart locations across the United States. This means the company combines a consumer product with its stated charitable purpose. Customers purchase coffee, while the business directs its net profits toward organizations that support veterans and military families.

How the company supports military families?

The business model is based on donating 100% of its net profits to organizations that support service members, veterans and their families. The company says Tom Hanks receives no personal profit from the business. The organizations connected with the brand cover different areas of veteran support. The Bob Woodruff Foundation works on programs for injured veterans and their families. The Headstrong Project provides support for veterans dealing with trauma and related issues.

Hire Heroes USA helps veterans, military spouses and military members with employment. Student Veterans of America supports veterans in higher education and works with student veteran groups. The company therefore does not direct its support toward only one type of service. Its listed partner organizations work across employment, education, family assistance and other areas.

The website also points to veteran-run businesses

Hanks for Our Troops also uses its website to provide information beyond its coffee products. The site includes an interactive map that identifies businesses, charitable organizations and other resources connected with veterans. The map includes veteran-run and veteran-supporting businesses across the United States. These can include restaurants, private gyms and other businesses.

Some of the businesses are connected with The Rosie Network. The nonprofit works with veterans, military spouses and transitioning service members. Its work includes helping people find employment and build financial stability. The interactive map gives visitors a way to find organizations and businesses connected with military communities in different parts of the country.

Hanks has played several military-related roles

Tom Hanks has appeared in films and television projects that include military themes. His film roles include Saving Private Ryan, Greyhound and Forrest Gump. His connection with military stories has also been part of his public work. His interest in American military history and the stories of veterans has been cited as part of the reason behind the creation of the coffee company.

In Forrest Gump, Hanks acted alongside Gary Sinise, who played Lieutenant Dan, a character who becomes a wounded veteran. Sinise has also supported veterans and military-related causes through his charitable work. The coffee company is separate from the seafood restaurant chain Bubba Gump Shrimp Co. Hanks does not own that restaurant chain, despite a common misconception.

The idea has a precedent in Hollywood

Celebrity-owned businesses connected with charitable causes have existed before Hanks launched his coffee company. Actor Paul Newman created Newman's Own after initially making salad dressing for neighbors during the holiday season. The business later expanded its products to include pasta sauces, frozen pizzas, cookies and popcorn.

Newman's Own maintained a commitment to donating 100% of its profits to charity. The Newman's Own Foundation supports children facing adversity. The foundation has donated more than $600 million to its causes, according to the information provided by the organization.

Hanks for Our Troops follows a similar business structure in that its stated purpose connects sales with charitable giving. However, the organizations supported by Hanks' coffee company focus on service members, veterans and their families.

Why Hanks for Our Troops is different from a regular coffee brand?

A standard coffee company earns revenue from selling products and uses that revenue to cover costs and generate profit. Hanks for Our Troops adds a charitable purpose to that model. The company says that after operating costs, its profits are directed to organizations that support military communities. Hanks does not take personal profit from the business.

The company also uses its website to direct people toward veteran-run businesses and other resources. This gives the brand a role beyond selling coffee. For customers looking for coffee products while supporting veteran organizations, the company's stated model provides a direct connection between purchases and its charitable mission.