Now, we wouldn’t get excited about another celebrity starting a consumer brand, but Hanx is using the America’s Dad’s star power for something different and donating 100% of its profits to veteran organizations.

“Our products support all those who have served America—past, and present—on active duty, as Veterans, and their families, says Hanks. “By choosing our coffee, you help support those who chose to commit their time and efforts in defense of our liberties for the good cause that is the American Way. Every penny of profit says “thank you” to them. We owe them our gratitude, eh?”

The Hanx website features vignettes about vets and, aside from its own coffee products, also offers support in the form of links to other veteran-focused businesses.

The company says it’s slated to begin shipping ground coffee, pods, and sticks before the holidays.