Location/Headquarters: Prescott, AZ
Additional Sites: Orlando, FL; San Antonio, TX; Phoenix, AZ
Business Accolades: Parent Company, The Coffee Peddlers, NaVOBA Certified, Several Franchise Locations across the USA
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VBE Spotlight on: Rugged Pilot Coffee, LLC
August 11, 2022
Rugged Pilot Coffee, LLC
Rugged Pilot Coffee, LLC was founded by Lawrence Curell in 2018
Owner of Rugged Pilot Coffee LLC, Larry Curell, is both a pilot and veteran himself. Following in his father's footsteps, Curell joined the Army at age 17. Having served in special operations both domestically and overseas, the Army experience offered the opportunity to learn and appreciate good coffee while traveling.
After honorably serving, he left the military for civilian life, and to explore opportunities as an entrepreneur. Having successfully founded and, in turn, begun franchising several other business, the decision was made to open Rugged Pilot Coffee and begin offering franchise opportunities to help others realize the American dream while striving to deliver the highest quality coffee and authentic experience we all crave.
Learn more by visiting their website: https://ruggedpilot.com/
About the Business - Small Batch, Big Taste
What services do you provide?
"Private label coffee, aviation and military themed coffee, and mobile coffee franchises."
Who are your primary customers?
"AAFES, small stores, bakeries, restaurants, and non-profits organizations."
When and how did you start your business?
"2020 - during the pandemic, I decided that it would be a good idea to put Veterans to work in their own business, so I developed Rugged Pilot Coffee."
Business Growth Challenges - Growing Through Challenge and Change
What were some of the challenges in starting your business?
"The major challenge was the red tape of the FDA registration process in order to sell across state lines. Another challenge was figuring out how to keep costs low in order to turn a small profit after shipping."
What is the key to the success of your business?
"We are all Veterans and have a common goal of serving our customers. A major key to success is retention and having the right team of folks to move the business forward at all times."
What lessons learned can you share with people to make their business succeed?
"Prepare to spend more time and money than you anticipate. Never allow a failure or a 'no' set you back. Expect and invite rejection and never fear taking a risk."
What pitfalls should they avoid?
"Don't try to do too many things at once. Perfect a couple of things, launch them, and then add on every few months to keep your customers engaged."
What other information about you and your business would you like to share with the NaVOBA community?
"We support non-profits through our fundraising arm. Each sale we make allows us to help fellow Veterans."
Service information
Branch:
Army
Service Years:
1992-2000
Highest Rank Attained:
E5
Why did you join the military?
"I wanted to follow in my dad's foot steps and also wanted to go to college without the associated debt."
Military Occupation:
"Airborne! I was in a special operations unit, specializing in communications."
Any Significant Military Achievements/Experience you'd like to mention?
"Nah - I did my job and enjoyed it. Airborne school was one of the best schools ever though!"
Biography/Fun Facts
In 10 years, you see yourself?
"I see myself volunteering to help kids start businesses."
What's in my fridge?
"lol - a calzone, cold brew coffee, fruit, and a ton of cheese."
What do I do to relax?
"I fly airplanes. It is just me and the plane... No distractions, just a great view!"
On October 22, NaVOBA celebrated the Minority Veteran's Business Enterprise of the Year Awards Ceremony during the 2024 National Minority Supplier Development Council (NMSDC) Conference in Atlanta. Hosted at Cuts Steakhouse, a sponsor of the event alongside Accenture, Shell, and Hilton, the event was complete with a full course meal, drinks, and networking. Mimi Lohm, NaVOBA's Chief Development Officer, kicked off the event and set the stage for the awardees. Keynote speakers included Brandi Rauch, General Manager of Supply Chain for Shell, Che' McFerrin, Associate Manager, Global Supplier Inclusion & Sustainability at Accenture, and Matthew Pavelek, NaVOBA's President. Before the announcements of the winners, NaVOBA surprised Don McKneely, Chairman & CEO of Minority Business News, with the 2024 Veteran's Business Champion Award. The program then went on to highlight two companies who have demonstrated excellence within their industries with the 2024 Veteran's Business Enterprise (VBE)® We Love Awards. The first VBE We Love Award went to Demond Crump, CEO of REIGN Premium Sanitary Napkins. Founded in 2019, REIGN Premium Sanitary Napkins specializes in providing innovative sanitary napkins and panty liners infused with a Nobel Prize-winning material featuring a super absorbent system. The key to REIGN's success lies in prioritizing their mission over profits, ensuring that the focus on empowering women and young girls takes precedence. Demond served honorably in the U.S. Navy from 1990 to 1994, achieving the rank of E-5 and specializing as an Operations Specialist. He is Aegis system qualified and brings a wealth of strategic expertise from his military service to his entrepreneurial journey. You can read more about this VBE spotlight here . The second VBE We Love Award was presented to Paden Sickles, CEO of SickFit. Founded in 2021, SickFit specializes in wholesale and custom socks, as well as murals. SickFit caters to a diverse customer base that includes service members, athletes, corporate partners, active individuals, and government entities. The key to SickFit's success lies in its commitment to innovation and authenticity. As a veteran-owned, woman-owned, and minority-owned company, SickFit represents a movement focused on resilience and empowerment, particularly for those in underrepresented communities. Paden served from 2014 to 2024 in the Army, achieving the rank of Captain and earned the Expert Soldier Badge and Air Assault Wings. You can learn more about this VBE spotlight here . NaVOBA then celebrated the 2024 Minority Veteran's Business Enterprise ® of the Year: Robert Swain, CEO of Swain Enterprises. Established in 2020, Swain Enterprises specializes in federal projects, including restoration and renovations for military bases, federal facilities, and hospitals in the Virginia, Maryland, and Washington, DC areas. Swain Enterprises is committed to providing the highest level of service to government, commercial, educational, and institutional clients. The key to the success of Swain Enterprises has been a focus on integrity, hard work, and strong relationships. From the outset, the company has committed to delivering high-quality work and exceeding client expectations. As a fully veteran-owned business, Swain Enterprises is dedicated to empowering veterans and creating opportunities for those moving from military to civilian careers. You can read more about NaVOBA's 2024 Minority Veteran's Business Enterprise of the Year here .
Jewel Sanitary Napkins LLC
Swain Enterprises LLC
Thank you for your interest in the National Veteran Owned Business Association’s Certified Veteran’s Business Enterprise® (VBE) and Certified Service-Disabled Veteran’s Business Enterprise® (SDVBE) programs. This initiative creates a nationally recognized gold standard in certification for veteran-owned businesses of all sizes and enables corporate America to proactively source and confidently utilize businesses that are at least 51% owned, operated and controlled by U.S. military veterans.
OUR MISSION
NaVOBA’s mission is to create corporate contracting opportunities for America’s Veteran’s and Service-Disabled Veteran’s Business Enterprises (VBEs/SDVBEs) through certification, advocacy, outreach, recognition and education.
