The last thing troops deployed in the oil-rich Middle East need is “Texas Tea." But Texas coffee? That’s something else entirely. Granted, if I were out there, my cheeky humor would land me, deservedly, in the brig where I doubt the coffee is as good as that soon to be enjoyed the enlisted – courtesy of the entrepreneurial McClure family of Texas and their partners Ellie Glidewell and Emmie Thomas.

Together they launched (a spin-off, armed forces-themed unit of their coffee retail site in “partnership with the Army Air Force Exchange (AFFES) to serve all Active Duty Military, Retirees, Reserves, the National Guard and their dependants,” according to their press release.

Established in 1895, the AAFES, known colloquially as the “Exchange” uses roughly 2/3 of its profits annually ($269 million in 2009) to supporting morale, welfare and recreation for the troops. To wit, the new website extends “coffee, gift baskets and supplies to the EXCHANGE benefits to military families worldwide, regardless of where they are located.”

This new online store will ship to military bases throughout the United States (the Military Star Card as well as other credit cards will be accepted). Authorized Military families will receive special pricing and discounts through AAFES and

As CEO Bill McClure observes, “We are so honored and touched by the men and women that put their lives on the line for our country.” Talk about a cup of G.I. Joe...

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