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About Us


22 Sierra Coffee Co. was founded by two Veterans with a passion for helping fellow Veterans and First Responders. Our goal is to raise awareness to the mental health issues Veterans and First Responders are more prone to suffer from and help raise money for the charities and organizations that get these Veterans and First Responders the help they need.  Together, we can help prevent Veteran and First Responder suicide through a mutual love of coffee.

Based on VA studies, we lose an average of 17 to 22 Veterans to suicide each day. Since the 2011 VA study, the number 22 has become a symbol associated with Veteran suicide awareness. At 22 Sierra Coffee Co., we share the belief that this is 22 too many.  Organizations such as Fight The War Within and 22 Too Many are making a difference every day, and through our sales, we can help them make an even bigger difference in the lives of Veterans and First Responders suffering from PTSD and other mental health issues.

If our coffee and apparel are not for you, we encourage you to still visit their sites, learn more about their missions, and contribute however you can.

Content Disclaimer:

We are serious and passionate about our mission.  Any posts, products, or comments made by us on this site, social media, or elsewhere are not intended to discount the seriousness of suicide or mental heath issues.  

Why Coffee?

As any Veteran will tell you, coffee and the military have a close connection and an extensive history.  It is documented that our military consumed coffee as part of their rations as far back as The Civil War.  Instant coffee and chocolate covered coffee beans are often a staple of MREs (meals ready to eat). Coffee is the fuel that drives our impact on the Veteran and First Responder communities.   

Our Shield Logo

The Shield - This represents the Defenders of our country and our communities.  The shield pays respect to the military, law enforcement officers, firefighters, and emergency medical service professionals working each day to keep America safe.

The Rooster -  The rooster is a symbol of resilience.  No matter what the rooster wakes up and crows. Stay Cocky!

The Name -  "22 Sierra" stands for 22 suicides and serves as a constant reminder our company has a purpose that we pledge to never lose sight of.  

The Stars - The first two stars represent the two friends we have lost to suicide.  The third represents all the others.

 Our Owners

Joseph Kidwell is a United States Air Force veteran who deployed multiple times to the Middle East in support of Operation Enduring Freedom and Operation Inherent Resolve. Joseph holds a bachelor’s degree from Ashford University in Business Information Systems.

“I helped start this company because of my passion for helping fellow veterans and my love for coffee. I wanted to be able to provide high-quality coffee to the pro-American and Veteran communities all while raising support and awareness of the unacceptable suicide rate occurring within my community.”

Joseph’s favorite blend: AMBUSH #getexcited

Patrick Little is a United States Air Force veteran who deployed to the Middle East in support of Operations Resolute Support and Inherent Resolve.  He holds a bachelors degree from Ashford University in Business Information Systems and is an MBA Candidate at Boise State University.

"I wanted to be part of starting this company because I believe Veteran suicide is preventable if there is enough awareness for the different challenges Veterans face getting help and treatment for mental health issues."

Patrick's favorite blend: Going Dark  #yeeyee