An Interview with Larry Asher, President of "TruPatriot"

Larry Asher is a US Veteran of which I have the utmost respect. He served in the US Army for 10 years. His career was cut short after a Military Free Fall parachuting accident. Following his time in service, Larry earned a degree in computer science and has been working in the engineering field for the last twenty years. To add to that his wife is a veteran of the US Air Force. Together they have two sons and an adorable grandson. He and his wife recently celebrated their 27th wedding anniversary. 

Presently, Larry is the founder and President of TruPatriot LLC. He is partnered in business with his youngest son, Dale Asher, and a long-time family friend and veteran, Will Brouwer. Dale is an accomplished welder, specializing in TIG welding. Dale is the Vice President of Manufacturing Operations for TruPatriot. As busy as he is at TruPatriot, he still finds the time occasionally to take on custom welding projects. Will is the Vice President of Supply Chain Operations for TruPatriot. Will and Dale played High School football together. Following High School Will earned a bachelor’s degree in Justice Studies and a Minor in Sociology and served for six years in the Kansas National Guard. Together, this team sets the vision and runs the daily operations that allow them to support our nation's veterans and families. It is a privilege to share my findings with you so that you can show your support for TruPatriot and by doing so, our veterans. 

P: First and foremost, I want to thank you for your service to the United States of America and your unwavering dedication to veterans who deserve our support and recognition. 

Can you please tell me about your time in the service? What was your role as well as any achievements you received while in active duty?

L: My time in the Army was just one month shy of 10 years. During that time, I had a number of good experiences and learned a lot about myself and others. Initially, I started off as an Armored Crewman, on the M60A3 series tank. Over the course of three years I performed the duties of a driver, loader and gunner. On occasion, even acting as a tank commander being responsible for the vehicle and the crew. Following that, I was a Calvary Scout in the 82nd Airborne, in the Aviation Brigade. I was there for just over three years. During that time, we operated on HMMVs in coordination with OH58D, Black Hawks, Cobras and Apaches helicopters. My most memorable experience with the 82nd was during Desert Shield/Desert Storm. We were at the top of our game. As scouts, we were assigned three primary missions: FARP (Forward Area Resupply Point) Security missions, DART (Downed Aircraft Recovery Team) missions, and EPW (Enemy Prisoner of War) missions. We had three scout platoons and rotated through each of the missions. Following the Gulf War, I tried out for Army Special Forces, better known as the Green Berets. I was selected, attended the Qualification course, earned my Green Beret as a Special Forces Weapons Sergeant, learned the Czech language and was assigned to 10th Special Forces Group. Our area of responsibility was the Czech and Slovak Republics. Highlights of my time with 10th Group include being assigned to the US Embassy in Prague working as an assistant to the Defense Attaché to the Czech Republic, counter-drug operations, training Canadian soldiers in light infantry weapons and tactics, among other assignments. Regarding achievements, I was able to earn the Master Parachutist Badge, Military Free Fall Badge, Slovakian Parachutist Badge, Special Forces Tab, a number of recognitions and many valuable lessons.    

P: When and why did you decide to start TruPatriot?

L: Honestly, I did not see myself starting a business at this point in my life, especially in apparel. However, there were several veteran-owned apparel companies developing a large platform to speak from, it caught my attention. The message sounded good on the surface, but the more I learn the more disappointed I became. The message was adolescents, they spoke of patriotism and freedom and it was obvious that profits were being placed ahead of principles. A friend of mine described their marketing well: Booze, Babes, and Brutality.

Patriotism is not something that should embarrass my wife, Freedom is not something our children should have to look away from. Look at the irony of promoting patriotism on imported shirts, they allude to being made in America, but are unwilling to commit to US manufacturing. They present themselves as veteran advocates but promote the use of alcohol and excessive drinking to promote their products.

Look at the veteran suicide rate, drugs and alcohol are not the answer. This is not how I wanted to be represented as a veteran, it is a discredit to those who did not make it back. We need to honor the sacrifices that have been made on our behalf. This country was founded on principles, not self-indulgence. I was really troubled by what I was seeing, I tried to reach out to these companies, but my concerns fell on deaf ears. After a few sleepless nights, talks with my wife and our son Dale, TruPatriot was formed. Dale and I founded TruPatriot on Memorial Day of 2018. A year later Will came on board. Today, Dale, Will and I lead the company with the goal of Honoring Freedom and Promoting Patriotism. Freedom and Patriotism has many voices, we wanted ours to be heard.

P: I have seen some of the apparel and look forward to wearing one of the TruPatriot shirts! What are some of the messages on it and what’s the meaning behind them?

L: TruPatriot was founded on the idea that “Every shirt has a story, just like the people that wear them.” Each of our shirts are designed with a purpose and has a message, some are more serious than others, some are more lighthearted. We also worked with people to help share their stories that we believe in. I can give you an example of each. 

WE REMEMBER [A Memorial Shirt Released Memorial Day 2019]

Some Gave All. We Remember, the Patriot signifies those of the past who led the way for our warriors today, downward wings guarding over our modern-day warriors. Send Me, the attitude of those who have chosen to put themselves in harm's way and serve their country before they served themselves. The areas of operation are pulled from significant events in the United States military history as well as areas that may have been forgotten. We listed several areas that close friends and family have served in. Not all battles make the headlines, but all battles involve the American Military Service Member defending our freedoms.

https://trupatriot.com/collections/mens-graphic-tees/products/we-remember-gunmetal-gray-mens

AMERICA'S MOST PATRIOT POPSICLE - TASTE LIKE FREEDOM! [A kid’s shirt released July 4, 2019]

The Bomb Pop was invented in 1955 by James S. Merritt and D.S. Abernethy, Merritt Foods, in Kansas City, Missouri. The original Bomb Pop flavors are Cherry, Lime, and Blue Raspberry. Today they are produced by Well’s dairy and still enjoyed by young and old alike. Taste Like Freedom!

https://trupatriot.com/collections/kids-collection/products/taste-like-freedom-kids

PIP SAVAGE [An organization we partnered within the fight against PTSD]

“Let’s face it, those of you that know me know I train like a SAVAGE and know I have fought the darkness with the same intensity! When you choose to take your life back from PTSD, TRAUMA, DEPRESSION and ADDICTION it will be the fight of your life and you will have to develop a SAVAGE mindset if you are to overcome!”  Trent Williams, Founder, PIP Savage

https://trupatriot.com/collections/pip-savage/products/savage-rwb-performance-mens

P: Who has been involved in helping you run such an incredible organization?

L: Thank you for the compliment, there are a lot of people working hard and they deserve recognition – it’s the people that make this an incredible organization: our team, those who support us, those we support. It’s a real privilege to lead this organization and very humbling to have people believe so much in our mission they want to be a part of it. 

I spoke about the core of our team earlier: Dale, Will and I. My wife, René, does a lot of the administrative work and interacts with our accountant to keep the financials in order. Kurt Kraus, Design Director, oversees graphic design and branding, he works directly with our key customers to help them with their design needs. Blake Stubbs and Sheldon Carpenter have roles as Account Managers helping other organizations to meet their custom shirt needs and identify retail opportunities. I am extremely proud of our brand ambassadors; they do an amazing job of sharing our story – our story is their story. A huge thanks to Nicolina, Brittany, Sheldon, Sevena, Blake, Randy, George, Athena and Brandyn. This team shares a common desire: it’s not just about selling shirts, it’s about patriotism without compromise, it’s about giving back to support our veterans and families – it’s about honoring freedom.

P: You mentioned TruPatriot has a mission to support our nation's veterans and families, can you share how you are doing that?

L: Our team from top to bottom shares common values and a commitment to Faith, Family and Freedom. These values have always been important to me, and worth defending. My wife shares the same values, and this is how we raised our family. It’s part of who we are as individuals and as a company. 

Personally, I believe that each of us must be responsible for what the Lord has called us to and those He has placed in our care: my wife, our sons, our grandson, those who have worked under my supervision on various teams, and so on. The Lord presents us with opportunities to serve Him on a regular basis, at times we are going to fail. It is more important for us to remain committed to answering the call. As we face our inhibitions, our fears, overcoming our failures our faith will grow. For me it has been a very rewarding journey and it isn’t over yet.

In 2015, my wife and I founded the Asher Family Foundation a 501(C) 3 non-profit. We are a non-denominational ministry with the goal of supporting marriage and family by being a resource for churches and other faith-based organizations. We founded the organization to honor my father’s life. If there was one word to describe my father, it would be family. He came from a large family, losing his father in his early twenties. He looked after his mother and his younger brothers and sisters. He loved being around his family and would literally do anything he could to help any one of them. As part of his legacy, we wanted to challenge ourselves to care for not only our own family but others. The Asher family Foundation is privately funded, one of our goals for TruPatriot is to fully fund the Asher Family Foundation.  

Giving back to support the veteran community is something we committed to from the start, not waiting to give back from our excess. In 2019, TruPatriot gave back over 10% of our gross sales. 

As a former Green Beret, the Green Beret Foundation has a special place in my heart and there is a true need to support our nation's Green Berets and their families. A portion of all of our TruPatriot brand apparel goes back to support the Green Beret Foundation. Our Green Berets have a unique role, even among our Special Operations Forces (SOF). The nature of their role exposes them to greater challenges, physically and emotionally. In their role they see more sustained combat than other SOF units, as a result, they suffer over 60% of the casualties and injuries. Their injuries can be unique, and the best care may not be available at the VA. The Green Beret Foundation fills the gap, they come alongside of our Green Berets injured in combat and they come alongside the families of fallen Green Berets. Many of the members of the Green Beret Foundation are injured Green Berets and surviving loved ones. 

Additionally, we work with other veteran-based and faith-based organizations offering them unique fundraising opportunities that require no out of pocket cost for the organization. 

For us, it’s not just about selling great shirts, it’s about the mission: Patriotism Without Compromise.

P: Where can other’s find TruPatriot on the internet? Can you provide your website and social media pages?

L: Sure thing in addition to our website we are active on several social media channels:

Website: https://trupatriot.com

Facebook: @trupatriotusa

Instagram: @trupatriotusa

Twitter: @trupatriotusa

LinkedIn: trupatriot

Paula: It been a pleasure to speak to you and get to know more about your organization. With a name like TruPatriot, you must have given some thought to what that means. In closing, can I get you to share your definition of a “True Patriot?”

L: Dwight D. Eisenhower once said, “A people that values its privileges above its principles soon loses both.”

The textbook definition of a patriot is “a person who vigorously supports their country and is prepared to defend it against enemies or detractors.” Patriotism is best defined as the way one lives their life. Being a patriot is not always easy, anything of worth seldom is. While Veterans are easy to identify as patriots. This country is made up of patriots from all walks of life, hard-working people making sacrifices, for their families, for their communities, for this country; ensuing the pursuit of life, liberty and happiness – and make no doubt they are ready to stand and defend it.

When we talk about “True Patriots”, it encompasses all of that with a further commitment of placing principles before privileges. 

P: Thank you again for your time and for sharing your organization with me so that I can share it with others. It’s an honor to support our veterans and you are doing a dynamic job at it.