After 17.5 years of dedicated service in the Special Forces, Mike Martinez is shifting gears and brewing up a meaningful mission that goes beyond just coffee. As the founder of Haluan Coffee & Tea, Mike’s journey reflects his commitment to creating a positive impact for Veterans while providing high-quality, ethically sourced products.
Haluan Coffee & Tea isn’t just about the premium coffee and tea it offers — it’s about purpose and direction. The name “Haluan” holds deep personal significance, inspired by Mike’s three daughters (Ha.Lu.An.) and the word’s meaning, which translates to “direction” or “purpose.” This is precisely what Mike aims to offer the Veteran community and others who may be struggling with transition and mental health challenges: a sense of direction and a reason to move forward.
Mike explained, “Haluan stands for my daughters — Ha.Lu.An. — but it also means direction. My mission is to give people a reason to keep going, even when things feel impossible.”
The inspiration behind Haluan comes from Mike’s own life experiences, particularly the loss of friends to suicide and the emotional toll of transitioning from military service. “I’ve lost too many friends to suicide. Their stories don’t deserve to be silenced,” Mike shared. This personal pain has motivated him to build Haluan into a brand that prioritizes awareness and action around mental health, while also creating a space for Veterans and their families to feel supported and heard.
Beyond simply selling coffee, Haluan’s business model is centered around giving back. Each purchase from Haluan contributes to Veteran suicide prevention, mental health initiatives, and community outreach programs. Haluan’s Christmas Dinner Giveaway, which supports local families in need, is just one example of the brand’s ongoing efforts to create tangible change within the Veteran community.
“The goal isn’t to be just another coffee company. We want to foster real conversations about mental health, recovery, and suicide prevention,” Mike emphasized. Haluan’s coffee is intentionally small-batch, ensuring quality while also upholding ethical sourcing practices. Mike adds, “We’re not just roasting coffee. We’re roasting with a purpose, to ignite change in people’s lives.”
Haluan’s reach extends well beyond local shops, having shipped coffee to deployed military personnel, collaborated with mental health organizations, and hosted events to promote dialogue on Veteran wellness. By creating connections through these initiatives, Haluan fosters a supportive community where healing can begin.
With a focus on building partnerships that extend the company’s mission, Haluan has also ventured into white-label collaborations with other small businesses. This expansion allows the brand to further its reach while continuing to support the Veteran community and mental health causes.
“We’re not competing to be the biggest,” Mike said. “We’re here to make real connections and create lasting impact.”
For those seeking more than just an excellent cup of coffee, Haluan offers an opportunity to support a larger cause. Each cup brewed and every bag sold is a reminder that there is more to the story, and that every person, particularly Veterans, deserves to feel supported.
When he’s not working on Haluan’s initiatives or new collaborations, Mike enjoys spending time with his wife, Jennifer, and their three daughters, who are the heart of his vision and purpose.
For more information about Haluan Coffee & Tea, visit www.haluancoffeeandtea.com or follow them on Facebook.
About Haluan Coffee & Tea
Haluan Coffee & Tea was founded by Mike Martinez, a Special Forces Veteran, to create a brand focused not just on quality coffee and tea, but on making a difference. With every product, Haluan champions mental health awareness, Veteran suicide prevention, and local community initiatives. The brand is committed to building purpose-driven connections, creating space for meaningful conversations, and supporting those in need.
Media Contact
Mike Martinez
Founder, Haluan Coffee & Tea
Phone: 808-428-9431
Email: mi******************@***il.com
