Starbucks hooked up the joes in Afghanistan with a ton of free coffee over the December holiday season, though security precautions prevented the gesture from being disclosed until now.
Along with the USO, the company delivered 32,000 three-pack servings of its ready-brew coffee to Bagram Airfield, where it could then be further distributed to the approximately 9,800 service members stationed throughout the country.
"Getting a cup of coffee is something your average American takes for granted. But for our troops a cup of coffee is a special taste of home," Alan Reyes, USO Senior Vice President of Operations, said in a statement. "Imagine a soldier coming off an arduous patrol or hostile fire, and then seeing that Starbucks logo – it takes their minds out of the war zone, even for a few minutes."
The coffee giant is providing much more than just free coffee for U.S. troops. In March 2014, the company donated $30 million for research into post-traumatic stress and traumatic brain injury, and promised to hire 10,000 veterans or their spouses over the next five years.
"This is not charity, this is not pity. This is the right thing to do for them and for us," Howard Schultz, CEO of Starbucks, told NPR's Marketplace.
Schultz recently wrote a book with Washington Post reporter Rajiv Chandrasekaran that highlights the courage and sacrifices of Post 9/11 troops entitled "For Love of Country: What Our Veterans Can Teach Us About Citizenship, Heroism, and Sacrifice."
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