From Battlefield to Business: The Inspiring Journey of Jody Mitic and GREEN ARMY COFFEE
- FORCESBRANDS.COM
- Dec 1
- 4 min read
Coffee connects people. For many, it sparks conversations, fuels early mornings, and offers comfort during tough times. For Canadian Army veteran Jody Mitic, coffee became more than a daily ritual—it became a bridge to his military family and a new mission after service. His brand, GREEN ARMY COFFEE, reflects a powerful story of resilience, purpose, and community.
Jody Mitic’s Journey from Soldier to Advocate
Jody Mitic served twenty years in the Canadian Armed Forces, including a role as a Sniper Team Leader in Afghanistan. His military career took a life-changing turn when he stepped on a Taliban improvised explosive device (IED), resulting in the loss of both feet. Despite this devastating injury, Jody’s determination never wavered.
After his injury, Jody became a motivational speaker and advocate for wounded veterans, people with disabilities, mental health, and addiction issues. His work earned him several prestigious awards, including the Sacrifice Medal from the Governor General in 2009 and the General Sir Arthur Currie Award by Valour Canada in 2015. He also served as an Invictus Games ambassador and lit the Invictus flame in Kabul in 2017.
Jody’s story is one of courage and commitment. Beyond his military and advocacy work, he co-starred in the first season of The Amazing Race Canada with his brother, finishing second despite his disability. He also authored two national bestsellers, Unflinching: The Making of a Canadian Sniper and Everyday Heroes. His dedication extended into public service when he served on Ottawa City Council from 2014 to 2018. Yet, when asked about his greatest achievement, Jody humbly says it is being a father to two young daughters.
The Birth of GREEN ARMY COFFEE
After his military service and various adventures, Jody found himself searching for a new purpose and a way to reconnect with his military family. Coffee, he realized, was the perfect medium. It is the lubricant for conversations that need to happen within the veteran and military communities. This insight led to the creation of GREEN ARMY COFFEE.
The brand was born from a deep desire to build community and support among veterans. Jody wanted to create more than just a coffee company; he wanted to foster connection and conversation. The motto “Caffeine before Death” captures the spirit of urgency and camaraderie that coffee inspires in these circles.
GREEN ARMY COFFEE offers a range of blends that appeal to coffee lovers who appreciate quality and a meaningful story behind their cup. The brand’s identity is rooted in military values—strength, resilience, and loyalty, while also embracing the warmth and comfort coffee brings.
How GREEN ARMY COFFEE Supports Veterans
GREEN ARMY COFFEE is more than a business; it is a platform for veteran support. The company actively engages with military communities and donates a portion of its proceeds to veteran causes. This approach helps veterans find purpose and connection after service, addressing challenges like isolation and mental health struggles.
Jody’s firsthand experience as a wounded veteran gives the brand authenticity and insight. He understands the importance of community and the power of small daily rituals, like sharing a cup of coffee, to build bonds and open dialogue.
The brand also emphasizes quality and sustainability, sourcing beans that meet high standards and respecting ethical practices. This commitment appeals to conscious consumers who want their purchases to reflect their values.
Lessons from Jody Mitic’s Transition to Entrepreneurship
Jody’s journey from soldier to entrepreneur offers valuable lessons for anyone facing major life changes:
Find purpose in new challenges
After his injury, Jody sought meaning beyond his military career. Starting GREEN ARMY COFFEE gave him a fresh mission that aligned with his values.
Build on your community
The brand’s success depends on its connection to veterans and military families. Leveraging this network creates trust and loyalty.
Use personal experience to inspire
Jody’s story adds depth to the brand. Customers don’t just buy coffee; they support a cause and a person who overcame adversity.
Keep quality and values aligned
GREEN ARMY COFFEE focuses on both product excellence and ethical sourcing, appealing to customers who care about what they consume.
Embrace storytelling
Sharing Jody’s journey and the brand’s mission creates emotional engagement and strengthens customer relationships.
Why GREEN ARMY COFFEE Matters to Coffee Lovers
For coffee enthusiasts, GREEN ARMY COFFEE offers more than a great cup. It represents a connection to a community that values resilience and support. The brand’s blends are crafted to satisfy diverse tastes, from bold dark roasts to smooth medium blends.
Choosing GREEN ARMY COFFEE means supporting a veteran-owned business that gives back. It’s a way to enjoy coffee with a purpose, knowing your purchase helps foster conversations and healing among those who served.
Moving Forward with GREEN ARMY COFFEE
Jody Mitic’s story and GREEN ARMY COFFEE remind us that life after service can hold new opportunities. Coffee becomes a symbol of connection, resilience, and hope. For veterans and civilians alike, sharing a cup can open doors to understanding and support.
If you want to experience coffee that carries a story of strength and community, GREEN ARMY COFFEE is a brand worth exploring. It invites everyone to join a conversation that matters, one cup at a time.
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