Books-A-Million and Soldiers’ Angels have launched their Fall 2026 Coffee for the Troops campaign to support U.S. military service members and veterans. The campaign runs from Sept. 19, 2026, through Oct. 17, 2026.
Customers at Books-A-Million and 2nd & Charles stores, as well as online shoppers, can purchase bags of Joe Muggs Coffee to donate to deployed service members, veterans, and VA hospital patients. The effort aims to collect over 50,000 bags of coffee. Roasting partner Royal Cup will provide a 10% match contribution toward the final donation total.
Shoppers can write personalized messages of gratitude and encouragement on the donated bags. All collected coffee will be distributed globally and domestically through Soldiers’ Angels. Coffee for the Troops operates as a biannual campaign that has supported the military community for more than 14 years.
Participation is available nationwide at all store locations and online. Customers can purchase Joe Muggs Coffee bags directly through the retailer to contribute to the drive during the campaign window.
Books-A-Million is the second-largest bookstore retailer in the United States. Scott Kappler serves as the company’s vice president of operations, and Amy Palmer serves as the president and CEO of Soldiers’ Angels.
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