Victory Coffees on ‘Shark Tank’: A Look Inside the Company

Victory Coffees, a coffee subscription service for a dollar a day, entered the Shark Tank in Season 8. The java is organically grown and fairly traded international blends, available in whole bean, ground or K cups.

We interviewed Cade Courtley, the Navy SEAL who started the company. He explained just how important the beverage in his profession. “When you work in some of the “s**t holes” of the world, trust me when I tell you that a good cup of coffee is life-saving gear!”

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Veteran owned and operated, they even name their coffee selections using military jargon. Their dark roast is called Leatherneck, medium is Sailor, light is Trooper, decaf is Airman and espresso is Admiral. As for the bestseller, Sailor takes the title, with Leatherneck and Trooper as close seconds.

When asked why it’s important to him to hire veterans, Courtley replied:

Because like many of those I served with, we chose to serve our country, now we are choosing to explore other challenges and sure could use the support. 

His appearance on Shark Tank came about after their casting department saw the video on the brand’s website and reached out. And asking him whether or not he was nervous in the Tank proved to be a silly question. “I spent half my life dodging bullets, so no,” was his answer.   

Other Shark Tank food products: