From Special Forces to Specialty Coffee: How One Veteran Is Brewing Purpose After Service
Mike Martinez, a Special Forces Veteran, transitions from military service to founding Haluan Coffee & Tea, a purpose-driven brand supporting Veteran mental health and suicide prevention.
United States, 7th Apr 2025 – Mike Martinez, a Special Forces Veteran, has embarked on a unique and mission-driven journey after 17.5 years of service. He is now the founder of Haluan Coffee & Tea, a brand that represents far more than just high-quality, ethically sourced coffee and tea — it embodies purpose, healing, and a commitment to supporting the Veteran community.
Born from Mike’s deep-rooted personal experiences, Haluan is named after his three daughters (Ha.Lu.An.) and inspired by the meaning of the word, which represents direction or purpose. The brand’s message is clear: the journey of service and purpose doesn’t end when the uniform comes off.
“Haluan stands for my daughters — Ha.Lu.An. — but it also means direction,” Mike shared. “That’s what I want to give people: a reason to keep going, even on the hard days.” With his military background in mind, Mike founded Haluan not just to share exceptional coffee and tea but to foster conversations around mental health, raise awareness about Veteran suicide, and provide a sense of belonging for those who may feel isolated.
Mike’s personal experiences have shaped Haluan’s core mission. After losing close friends to suicide and navigating his own struggles with transition, he made it his life’s work to create a brand that could make a difference. “I’ve buried friends to suicide. I’ve carried that weight. Haluan is my way of making sure their stories don’t end in silence,” he remarked.
The business was born not from a desire for profit but from a commitment to service and connection. Haluan’s mission goes beyond coffee production: each purchase supports Veteran suicide prevention efforts, mental health awareness, and community-building initiatives. The company has supported local families through its Christmas Dinner Giveaway and continues to offer a platform for conversations around healing and recovery.
Haluan’s approach to business is also about creating tangible, positive change. Unlike larger companies, Haluan’s products are intentionally small-batch, ethically sourced, and crafted with a focus on purpose. “We’re not just roasting coffee. We’re building something that brings people back to life — one cup, one connection, one purpose at a time,” Mike emphasized.
In addition to its direct efforts in supporting the Veteran community, Haluan also partners with other small businesses through white-label coffee collaborations, further expanding its reach and impact. This focus on creating real connections, both within the Veteran community and beyond, is what truly sets Haluan apart from other brands.
“We’re not just here to compete,” Mike explained. “We’re here to connect.”
Haluan’s reach extends far beyond local coffee shops, having shipped coffee to deployed troops, hosted pop-ups, and partnered with organizations focused on mental health and Veteran support. Through these efforts, Haluan continues to foster an environment where mental health can be openly discussed, and healing can begin.
For those seeking more than just coffee, Haluan provides an opportunity to make a meaningful difference while enjoying a premium, ethically sourced product. Every cup brewed and every bag sold is part of a larger mission to serve those who need it most. Through this commitment to service, Haluan is reminding everyone — especially Veterans — that they are not alone.
When Mike is not managing Haluan or working on new partnerships, he enjoys spending time with his wife, Jennifer, and their three daughters, who remain his central inspiration and motivation for all he does.
For more information about Haluan Coffee & Tea, visit www.haluancoffeeandtea.com or follow them on Facebook at https://www.facebook.com/Haluancoffeeandtea.
About Haluan Coffee & Tea
Haluan Coffee & Tea was founded by Mike Martinez, a Special Forces Veteran, to create a brand that serves more than just great coffee and tea. With each product, the company strives to support mental health awareness, Veteran suicide prevention, and local communities. Haluan’s focus is on creating purpose-driven connections through its products, partnerships, and initiatives.
Media Contact
Organization: Haluan Coffee & Tea
Contact Person: Mike Martinez
Website: http://www.haluancoffeeandtea.com
Email: Send Email
Country: United States
Release Id: 07042526092