Navy SEAL and special operations veterans are increasingly entering the legal cannabis industry, not as headline-seeking celebrities, but as disciplined entrepreneurs applying hard-earned lessons from elite service to a complex and highly regulated marketplace. For many, cannabis represents both a personal wellness tool and a professional opportunity—one rooted in recovery, structure, and post-service purpose. These veteran-owned and operator-influenced brands reflect a growing segment of the industry shaped by accountability, precision, and service-minded leadership.
One of the most widely recognized examples is Operator Canna Co., founded by former Navy SEAL Robert J. O’Neill. Based in New York, Operator Canna positions itself as a veteran-owned cannabis lifestyle brand that challenges traditional narratives around substance use. The company emphasizes cannabis as an alternative to alcohol and opioids, particularly for stress management and mental health support. Its branding intentionally mirrors military culture—clean, direct, and mission-oriented—while its messaging speaks openly about the realities many veterans face after leaving service.
Website: operatorcanna.com
On the West Coast, Helmand Valley Growers Company (HVGC) stands out for its explicit focus on veteran impact and research-driven advocacy. Founded by U.S. Special Operations veterans, including Marine Raiders, HVGC has framed its mission around education, responsible use, and addressing issues such as post-traumatic stress and reintegration challenges. The company has consistently highlighted the connection between its founders’ combat experience and their desire to create thoughtful, community-focused cannabis solutions. HVGC represents a model where cannabis entrepreneurship intersects directly with veteran research and outreach.
Website: hvgcompany.com
In Nevada, Kuno emerged as a veteran-inspired cannabis brand launched in partnership with large-scale cultivator Flower One. Marketed as “veteran-created and inspired,” Kuno has emphasized veteran access, education, and charitable giving tied to military nonprofits. The brand’s rollout has also been linked to leadership figures with Navy SEAL backgrounds, reinforcing its credibility within the veteran community. Kuno illustrates how former special operations personnel are collaborating with established operators to scale brands while maintaining a service-first identity.
Social: instagram.com/kuno.cannabis
Not all SOF-connected brands focus on traditional flower products. ATHLETHC takes a performance-oriented approach, offering microdosed THC beverages and gummies designed for focus, balance, and recovery. The brand has publicly acknowledged involvement from Navy SEAL veterans in shaping its philosophy and product direction. Precision dosing and functional use are central themes—concepts that align closely with special operations culture, where measured inputs and predictable outcomes matter.
Website: athlethc.com
On the manufacturing and infrastructure side of the industry, Chico Cannabis Company (C4) highlights leadership ties to U.S. Army Special Forces. C4’s messaging emphasizes collaboration with other veteran-owned businesses and advocacy for policy reform benefiting disabled veterans. By operating behind the scenes in cultivation and production, the company reflects how special operations veterans are contributing not only as brand faces, but as builders of the industry’s backbone.
Website: chicocannabiscompany.com
Collectively, these brands underscore a broader trend: former Navy SEALs and special operations veterans are helping normalize cannabis through credibility, discipline, and purpose-driven leadership—bringing mission focus to an industry still defining its identity.