Books-A-Million proudly announces the completion of its 24th Coffee for the Troops campaign, a biannual initiative that sends comforting cups of Joe Muggs coffee to deployed U.S. service members around the world.
This spring’s campaign exceeded expectations with 73,000 bags donated by customers and associates—126% to goal. Thanks to a 10% match contribution from long-time roasting partner Royal Cup Coffee, the total donation climbs to 80,837 bags, with a retail value of over 1 million dollars—the highest in the campaign’s history.
“For deployed service members, the comforts of home—like a good cup of coffee—are more than just a luxury. They’re a reminder that they’re not forgotten,” said Amy Palmer, President & CEO of Soldiers’ Angels. “Thanks to the ongoing generosity of Books-A-Million and its customers, we’re able to deliver that comfort directly into the hands of those serving far from home. The fact that this year’s campaign saw the highest number of bags donated since 2022 and reached the highest retail value ever is an incredible testament to the power of community support.”
Since its inception, the Coffee for the Troops program has resulted in more than 1 million bags of donated coffee, thanks to the generosity of Books-A-Million customers, associates, and partners like Royal Cup.
“Coffee for the Troops is a powerful example of what happens when booksellers, customers, and partners come together for a cause that truly matters,” said Scott Kappler, Executive Vice President of Store Operations at Books-A-Million. “It’s about more than coffee—it’s about delivering warmth, connection, and appreciation to those who serve.”
The Coffee for the Troops campaign is held twice a year in all Books-A-Million stores across the country. To learn more or get involved, visit the official website of Books-A-Million.
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