Advise on starting a business

Hello everyone. I’m in the process of starting a coffee business after separating from the Air Force, and I’m looking to build something that really resonates with the military community.

What are some pointers you would give for effectively targeting service members, veterans, and their families—especially when it comes to building trust, brand loyalty, and meaningful engagement with the product?

I currently have control over growth and production, which gives me flexibility in branding, sourcing, and scaling. How would you recommend I leverage that to create a strong identity and connection within the military space?

I’d really appreciate any insights, lessons learned, or strategies that have worked for you. Thank you!