Fire For Effect Coffee Company was built on brotherhood, service, and a love for strong coffee and a stronger country.

Co-founder Lary served in the United States Army as a mortarman with the legendary 2nd Infantry Division and deployed in support of Operation Iraqi Freedom. Long nights, cold mornings, and life in the field forged his appreciation for good coffee, hard work, and the men beside him in the fight.

Co-founder Dan served in the United States Marine Corps as an Intelligence Specialist with 3rd Battalion, 8th Marines and participated in Operation Assured Response during the late 1990s. Like many Marines, coffee became more than a drink — it became fuel for long hours, mission focus, and the relentless pursuit of excellence.

Years later, Lary and Dan crossed paths in Florida while responding to the devastation caused by Hurricane Ian. Through difficult work, long days, and shared values, a brotherhood was formed that stood the test of time, distance, and adversity.

In early 2026, that brotherhood became Fire For Effect Coffee Company.

The name “Fire For Effect” comes from military terminology — the command given when rounds are impacting effectively on target. To us, it represents precision, purpose, aggression, and commitment to the mission.

We believe in God, country, freedom, personal responsibility, and saying what we mean. We support our troops, first responders, veterans, law enforcement, and the hardworking Americans who keep this country running. Around here, woke has no place, excuses have no value, and quality is non-negotiable.

We’re not a corporate coffee brand built in a boardroom. We’re veterans and patriots who built this company from the ground up.

Every bag we roast represents the mindset we live by: Stay ready. Work hard. Take care of your people. Never quit.

Whether you’re headed to work, the range, the jobsite, the firehouse, or just gearing up for another day in the fight — welcome to the Fire For Effect Coffee Company family.

Brew bold. Stay dangerous.