Navy veteran Dustin Hayes does not like to be idle. This is fitting given his latest venture as the CEO of Red, White, and Badass Brew, a coffee company that offers badass flavors like Whiskey Business and Vanilla Warfare. I didn’t start in the e-commerce coffee field, and his winding journey to java is filled with lessons learned.

After being medically retired from an injury sustained in Afghanistan, Dustin had to figure out his next career move beyond the military. While finishing school and working simultaneously, a friend told him about the DVBE certification and asked Hayes to join him at his construction business so they would qualify. Instead, Hayes decided to launch his own concrete business and take advantage of the DVBE program. Fast forward six years and quite a few personal difficulties later, Dustin was forced to close the concrete business entirely due to an added business partner’s unrecoverable choices.

Not one to sit and wait for the next opportunity, Dustin launched a solar/gutter/ window cleaning business. 

The unexpected happened once more — suspicious spots appeared on his back, and a dermatologist recommended removal and that he no longer work outside. Without the option to continue his company, Dustin sold his business to another veteran who was interested in continuing the work. The surgery to remove the spots had Dustin off his feet for eight weeks, and his busy mind was wondering what to do next. While sipping a $6 cup of coffee, it dawned on him that he wanted a coffee with both quality taste and an affordable price tag.

Going from construction and outdoor labor to a veteran branded e-commerce store was quite the leap. Red, White, and Badass Brew (RWBB) is just over a year old, and the one thing Dustin has learned is that there is always more to learn. Construction work is all about the job and getting the job done in the most efficient manner. RWBB is about selling essentially himself — a veteran who works hard and desires to support other “badasses” with his superb flavored coffees. Badasses aren’t just tough military guys; it’s for everyone who wakes up and makes a cup of coffee to get them through their day like the superhero they are. 

In addition, all sales of their coffee and merchandise have a donation that goes to helping fight PTSD and suicide in the veteran community. His business’ mission to give back and continue to support fellow veterans has helped me to solidify my niche and have confidence in the brands I am selling.